10% of BA sales are driven by search!
Travel is big business online, with a quarter of all travel bookings taken online. The powers that be at global airline giant, British Airways believe that looking for flights and booking them online should be as comfortable and stress-free as one of their flights. So they are partnered with bigmouthmedia to make sure they hit the traffic heights they strive for, and their searchers are taken directly to the booking page they're looking for, without any fuss en-route.Bigmouthmedia has implemented a centralised Paid Search Marketing (PPC) campaign. The objective is to increase Return on Investment (ROI) and conversions by increasing keyword and seasonal targeting and reducing bid-gaps, Cost per Click (CPC) and bounce rates.
Bigmouthmedia's strategy includes in-depth competitive and user behaviour research to vastly increase the campaign keyword spread from several hundred to several thousand.
In addition, keyword precision has been ramped up to include hundreds of highly specific destinations. The general approach is two-tiered, with some tactical "right here right now" seasonal keyword use as well as the longer-term keywords.
In terms of the creatives and call to action, price-led creatives have been implemented and synergy with offline campaigns was rolled into the mix. Creatives are continually tested for optimal click through and conversion rates. Bid gaps are monitored and dealt with 24 hours a day.
Within just 3 months, the campaign was an overwhelming success, with a massive 10% of British Airways sales now driven by search.
