Performics Creates Custom API Enabling Dynamic Decisioning for Large Airline

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Performics optimizes ad copy in real-time leveraging a custom API script to engage airline searchers, driving 81% higher conversion rates in search and a 67% lower cost-per-sale in display.

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Performics Creates Custom API Enabling Dynamic Decisioning for Large Airline

  1. 1. The  customized  approach  for  a  deeper  level  of  relevancy  and  personaliza?on  for  airline   customers  proved  to  be  a  success:     •  Cost-­‐per-­‐sale:  Dynamic  decisioning  improved  cost-­‐per-­‐sale  by  67%     •  Conversion  rate  81%  higher:  Due  to  the  success  of  dynamic  decisioning  in  the  display   network,  Performics  rolled  it  out  to  the  search  network.  On  test  routes,  the  search   network  saw  81%  higher  conversion  rates.     Performance   Performics  developed  75  audience  remarke?ng  lists  and  a  custom  API  script  which   segmented  data  by  date,  pulling  real-­‐?me  lowest  pricing  into  a  single  template.  The   customized  approach  allowed  for  bid  adjustment  by  search  recency,  using  more  than   10  days  of  remarke?ng  history  to  bid.     To  further  en?ce  customers,  Performics  created  an  individual  response  based  on   combina?ons  of  geographic,  behavioral,  demographic,  pricing  and  intent  data  to   500,000  poten?al  passengers  from  1.5M  site  search  queries.       Plan   Performics  Creates  Custom  API  Enabling     Dynamic  Decisioning  for  Large  Airline   Through  crea?ve  tes?ng  for  a  large  airline,  Performics  discovered  when  a  relevant  city   is  in  the  crea?ve,  performance  improves  by  up  to  25%.  This  data-­‐driven  insight  posed   new  opportunity  to  out-­‐perform  compe??on  and  increase  efficiency  and  response   rate.     Performics  took  the  tradi?onal  prac?ce  of  retarge?ng  and  sought  to  create  a  more   personalized  message  through  the  Google  Display  Network  (GDN).  Responding  to  every   unique  flight  search  query  with  a  personalized  loca?on  descrip?on  was  a  massive   undertaking.   Challenge   1   2   3   4   5   6   7   Airline  Cost-­‐Per-­‐Sale  Drops  67%   Over  7  Months   COST  PER  SALE   MONTH   “In  the   par3cipa3on   age,  people   expect  to   access   informa3on   about   something   relevant  to   them  –  at   the  very   moment  it’s   relevant.”  

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