Cobalt is an international airline with its principal place of business in Cyprus. It is a flexible “next-generation” airline, offering both a seat-only economy product and a full-service business product, which are designed to deliver a better guest experience than European legacy carriers.
The challenge was to increase the number of sales coming from Google Search, decrease the average cost per conversion so we could get more sales with the same budget, and get lower cost per click… all the while remaining competitive!
The first thing we did was to restructure the account, meaning that we:
1) Broke down the campaigns by destination and keywords relevancy.
2) Followed Google’s best practices to create new ad copy and made sure we had the minimum ads required per ad group.
3) Made bid adjustments based on historical data.
Following account restructuring, we pushed our game to the next level by installing some smart bidding scripts to bid only at a specific time each day. This is not as simple as it sounds, as a lot of research and testing is required to find the sweet spot where your keywords, bids, and budget work together to smash the ad rankings!
Moreover, we made use of Ad Customisers on Sale periods, and that gave us massive flexibility on the way we were switching our Ad Copy around to “Promotional” from “Standard.”
WHY IT WORKED
The main reason our approach worked was because we managed to achieve 100% Account Health check. As soon as we achieved that, we had plenty of time to focus on brainstorming and strategy, and that gave us a head start on our competitors!
We were also continuously analysing the results we were receiving and comparing them to previous periods to identify trends and opportunities and, of course, improve our existing campaigns.