Boosting efficiency by 13%
Eurowings experiences a 13% cost reduction in search engine advertising (SEA) by adopting Exactag’s Attribution Push.
The challenge
Since 2016 Eurowings has used Exactag’s data-driven attribution to provide independent objective advertising measurement across its customer journeys. To measure the effectiveness of its search engine advertising (SEA), Eurowings relies on Google’s Search Ads 360. However, the airline wanted to apply the insights gained from the Exactag platform to optimize and improve its SEA campaigns. In particular, it wanted to test how pushing its attribution results into Google’s Smart Bidding would impact performance to improve its cost of sales ratio.
“We are delighted with the results and are pleased to automatically optimize our SEA measures using the new Exactag feature. We were particularly impressed that we could achieve a positive result so quickly. This project was initially a test, but we will now be rolling out Attribution Push globally across our campaigns.”
The solution
Exactag recommended that Eurowings use its Attribution Push module. This allowed daily attributed data from Exactag’s platform to be imported directly into Search Ads 360 to optimize its marketing measures. Doing so meant the information could be fed into the Smart Bidding algorithm without requiring manual intervention. This supported Eurowings’ desire to manage its campaigns on a single platform.
The results
The objective analysis of customer journeys within the dynamic attribution meant Eurowings could optimize its keywords to maximize their impact on its search engine marketing. The automated adjustments from Attribution Push led to a reprioritization of keywords, so they appeared elsewhere in the customer journey. This resulted in increased conversions without impacting the cost. In less than two months, Eurowings saw its SEA costs fall by 13 percent, achieving its objective of improving its cost of sales ratio by adopting Attribution Push.
About Eurowings
Eurowings is part of the Lufthansa Group and has a turnover of over €3.5 billion. Founded in 1993 and headquartered in Düsseldorf, the airline offers flights to almost 130 destinations across Europe and worldwide.