Together with blue2purple, they wanted to promote a whole set of European destinations with very attractive fares during their bi-annual campaign. As we have a long time partnership our internal data and insights gave us the opportunity to optimise perfectly the audiences and media investment.
“The precision and accuracy of the different In-Market audiences gave us the opportunity to target very precise & qualitative audiences for trips by destination.”
→ Create awareness around very attractive fares on Brusselsairlines.com website.
→ Promote flexible non-stop flights from Belgium to European and North Atlantic destinations.
→ Optimal use of Third party Data (Google’s in Market audiences).
Our main focus was to promote the flexible flights offered by Brussels Airlines in order to book a long weekend from Belgium to a European destination as well as promoting flights to the US & Canada with very attractive fares.
Results compared to previous Gmail campaigns
→ Decreased CPC by 71%.
→ ROAS increase by 300%.
→ All time lowest CPA for Gmail with a decrease of 85%.
CTR, ROAS and conversion rates went through the roof!
To do so we used Data Driven Approach :
- Audience observation in search campaigns.
- Use of segmented in-market audiences with adapted visuals for the “Trip by Destination” audiences.
We have chosen to target prospects that are lower in the funnel, which means they are already searching for flights for a specific destination rather than just showing an interest for traveling.
This qualitative audience was targeted on various channels: Search, Display and Gmail. The performances were already very promising for the Search campaigns, where they were applied to an “observation” mode. Therefore, they have been added to Gmail campaigns, allowing a seamless relevance with the visuals used. Users In-market for specific destinations in the US were shown a visual highlighting the non-stop flights to those destinations.
The results were very positive; CTR went through the roof, as did ROAS and conversion rates!
Brussels Airlines and blue2purple keep on putting data in the centre of every marketing decision, resulting in highly performing digital campaigns.
What makes this case so unique ?
This was the first time we used those very specific audiences per destination offered by Google and the results are impressive! We really see here the benefit of using the Google marketing platform for an efficient and data driven marketing approach.
Cécile Quinon, Digital Marketeer @ Brussels Airlines