How Copa Airlines Improved Search Revenue by 216% by Displaying Real-time Fares
How Copa Airlines Improved Search Revenue by 216% by Displaying Real-time Fares
+216%
REVENUE
-36%
COST OF SALE
+56%
RETURN ON INVESTMENT
Copa Airlines wanted to improve the performance of their Search Engine Marketing (SEM) campaigns for paid search in their domestic and international markets.
EveryMundo products enabled the airline to display real-time fares in their paid search ads and on landing pages. As a result, they saw improved click-through rates, conversion rates, overall revenue, and revenue per visit while at the same time reducing their cost-per-click.
“Since launching airSEM we have seen at 216% increase in Revenue, 36% decrease in Cost of Sale, and 56% increase in ROI.”
Watch Copa Airline’s Case Study
Challenge
Copa Airlines wanted to increase the click-through rate (CTR) and conversion rate of their Search Engine Marketing (SEM) campaigns for paid search in their domestic and international markets. They were using Google paid search ads but were not reaching their SEM goals due to their ads’ low quality scores and low ad position.
Copa was experiencing a low quality score because there was low relevance between their ads and landing pages. As a result, they had lower ad position, or ad rank, on a search engine results page (or SERP) in which your advertisements appear in relation to other ads on the page.
Solution
Copa Airlines decided to launch EveryMundo Fare marketing products to improve their ad relevance and average postion on SERP. They used EveryMundo products airTRFX, airSEM, and airWire to leverage real-time fares across their paid search campaigns and drive traffic to conversion-oriented landing pages.
With airTRFX, Copa Airlines was able to deploy landing pages with real-time fares for their entire route network. These pages are ideal to use in SEM campaigns because they can be customized to suit any campaign and make it easy for users to complete their booking.
To create and manage SEM campaigns, airSEM was used to generate optimized ads that linked to airTRFX pages. airSEM provides all of the tools marketers need to plan and manage SEM, and comes with built-in bidding optimization to ensure ad performance.
To place real-time fare information directly in the ad copy, they used airWire, which can place real-time fare APIs on any digital marketing channel.
The result was high performance ads with improved quality scores and ad position for every route Copa targeted:
Results
With airWire powering the real-time fares in the SEM ads, which were identical to the fares on the airTRFX landing pages, Copa was able to increase ad relevancy and quality score. By making the ads in their campaign match the user’s search and post-click landing page, Copa now had high ad relevance, and better positioning on ads for their entire network.
The improved score caused the ads’ average position on Google to be higher, as well as optimized performance using airSEM, leading to a higher CTR. Once on the landing page, users could filter through real-time fares and instantly complete their booking.
In less than six months Copa saw significant results from their use of EveryMundo products. They saw the revenue from their SEM channel increase by 216%, while their cost of sale decreased by 36%. The SEM initiative with EveryMundo gave Copa Airlines a 56% ROI and they will continue to see direct channel growth from this SEM campaign.
