A customized approach to airline marketing significantly improved performance, achieving a 67% reduction in cost-per-sale and an 81% increase in conversion rates through dynamic decisioning. Performics developed 75 audience remarketing lists and a custom API to leverage real-time pricing data for optimizing bids based on search recency and individual passenger data. The strategy included personalized messaging in the Google Display Network, enhancing engagement and creating competitive advantages.

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.”