Iberia had a goal to boost bookings on all its top routes originating from Spain, other European markets, and Latin America. To achieve this, we utilized our AI-based Twitter Ads optimization solution to create micro-targeted campaigns that yielded optimal results due to their automatic learning and real-time functionality.
The initial goal was to optimize the unit cost per search conducted by users through Iberia's website form.
Overtime a second goal developed, which was to understand user behavior at the final conversion level (purchases), as we were engaging with a highly valuable mobile audience in terms of quality, but one that still predominantly made purchases of this type of service from desktop devices.
Reduce the unit cost per search.
Gain a better understanding of user behavior during the conversion phase.
The most significant milestones achieved in this campaign included over 70,000 visits to various landing pages, and an average CTR (Click-Through Rates) that hovered around 0.25%, with premium airline destinations like New York standing out with remarkable CTRs exceeding 0.60%.
Users who clicked through to the site displayed high reactivity in conducting searches, resulting in nearly 27,000 availability requests from forms (38.5% conversion rate based on visits).
Over 1,000 active segmentations were carried out across all live campaigns, and unit costs per search were below €1, representing a cost 10 times lower than previous actions.
Over 70,000 visits were achieved on the created landing pages.
The conversion rate, based on visits to the landing pages, reached 38.5%.
More than 1,000 active segmentations were implemented across all live campaigns.
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