Travel case study 2013

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Travel case study 2013

  1. 1. www.funbox.com Travel Case Study Funbox Australia
  2. 2. www.funbox.com Campaign Goals and Challenges  Client Brief  Budget airline client in the market promoting Pre-Easter ticket sales  To drive maximum amount of conversions, with lowest cost possible  Spanning targeted audience across multiple age groups and demographics  Challenges  Very low eCPA goal ($10) was set with multiple premium publishers and ad networks on board competing around this metric  Campaign was run for only 20 days without sufficient time to optimize towards best result, hard cut off day by March 28th  Highly-competitive period for airline operators when all players are lowering prices and offering best deals to attract new customers
  3. 3. www.funbox.com CPA Flow by Dates $0.00 $5.00 $10.00 $15.00 $20.00 $25.00 7-Mar 8-Mar 9-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-Mar 16-Mar 17-Mar 18-Mar 19-Mar 20-Mar 21-Mar 22-Mar 23-Mar 24-Mar 25-Mar 26-Mar 27-Mar eCPA eCPA
  4. 4. www.funbox.com Conversion Flow by Dates 0 50 100 150 200 250 7-Mar 8-Mar 9-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-Mar 16-Mar 17-Mar 18-Mar 19-Mar 20-Mar 21-Mar 22-Mar 23-Mar 24-Mar 25-Mar 26-Mar 27-Mar Total Conversions Total Conversions
  5. 5. www.funbox.com Conversion Day Flow of the week
  6. 6. www.funbox.com Funbox Execution with Multiple Strategies • Algorithms that optimize straight towards CPA goal • Low cost CPMs with massive reach, to reach as many audiences as possible • Retargeting-based clicks to re-capture those who showed initial interest of the site • Various layers of CPM bidding strategies were in place to ensure we win impressions from premium sites to low-cost ones, maximising our reach to audience who fits the profile • Retargeting audience who has been to either Home page or Landing page of the site
  7. 7. www.funbox.com Highlights and Key Takeouts • eCPA goal is met and well within the $10 goal • CPA started above $20 and dropped below $10 within 7 days • Conversions happened mostly second half of the week, Thursdays have highest conversions and most impressions served • Conversion volumes raised from less than 50 to over 200 towards end of the campaign • Funbox out-performed a few premium publishers and drove a low CPA that came in Third place amongst 7 digital partners

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