|    Overview‍

Located on the East Coast in the 40th largest city in the US, this international airport sits only an hour away from the next nearest major airport. With the resulting constant competition over customer base, our client was seeking to maintain and increase market share by increasing conversion volume. For this client, the more traffic we could generate from users clicking the "book now" button next to the airline's logo on the client’s ‘available routes’ landing page, the more our client could invoice for sending this affiliate traffic to the airline's website. When we began working with this international airport client, they were experiencing high cost per conversion as well as low conversion volume. This was in part due to their nearby competitor, along with a lack of ad strategy. By implementing display ads that emphasized this airports competitive differentiates while testing new audiences, we were able to optimize their campaigns well.

|   Goals

• Decrease CPA to allow budget for increased volume of conversion
• Create effective display ads and audience targeting
• Emphasize competitive advantage through display campaigns

|   Problems

• Nearby direct competitor
• Lack of ad strategy for audience targeting
• Low conversion volume
• High lead cost
• Extremely low conversion rate
• Under-utilized historical data

|   Strategies

• Continue to seek conversions through the Google Display Network due its capability to target users based on their online behaviors, content, intent, in market actions, and more.
• Test targeting users based on various themes of “vacation”
• Utilize historical data to further define, refine, and target core audiences in order to optimize for the dimensions that had the lowest possible lead cost, while maintaining high lead volume
• Continue to target users with travel in mind while also utilizing up-to-date Google Ads capabilities that were not previously taken advantage of, such as audience combinations and new audiences, in order to maximize conversion rates.
• Differentiate display ads from the client’s competitor through messaging featuring the largest number of nonstop flights in the region 

ABOUT THE CLIENT
The airport client utilizes its services for consumer, commercial, and military flights. After undergoing a large expansion in 2013, they continued to add more and varied consumer destinations each year development progresses. As one of the major international airports in the area, it distinguishes itself from competitors by offering a larger number of direct flight options.

TYPE

Travel ; Affiliate

INDUSTRY
Travel ; Transportation

SERVICES RENDERED

• PPC Management
• Phone Tracking
• Landing Page Creation
• Conversion Rate Consulting