High Flying PPC Success for Singapore Airlines - Google AdWords Case Study by FIRST
(PR Web Via Acquire Media NewsEdge) (PRWEB) April 03, 2014
Singapore Airlines has come a long way since their founding in 1972, evolving from a regional airline to one of the most respected travel brands around the world.
Singapore Airlines has two main assets - planes and people - and it manages them so that its service is better than rivals' and its costs are lower. Unlike other airlines, SIA ensures that its fleet is always young. Singapore Airlines have made a habit of leading the way, and along the way developed a reputation for being an industry trendsetter.
To contribute to the ongoing success, FIRST implemented some key tactical optimisation factors that helped achieve and exceed set targets. These are mentioned in their recent PPC case study for Singapore Airlines.
SIA wanted to extract maximum value from their search engine marketing investment and tasked FIRST with increasing the online sales volume from PPC whilst ensuring the cost per sale did not increase.
Before any changes were made to the existing Adwords Campaigns, additional search phrase research was carried out to examine demand, competition, user behaviour and regional and seasonal variations for search phrases relevant to flyers.
Combining this research with the wealth of data and insights provided by the team at SIA, FIRST proceeded to review and restructure the current Adwords set up.
The results achieved were impressive:
FIRST and SIA successfully managed to increase PPC attributed transactions each year, by 56%, while at the same time decreasing the cost of sale year on year, by 68% over a 4 year period.
A quote by Murray Wild, Manager Passenger Marketing of Singapore Airlines seems to approve the great work FIRST is providing:
"FIRST began managing our Adwords account in October 2009, taking over from an established online agency. They took the time to really understand our business and go through our account both in fine detail and with a strategic view of our longer-term business objectives.
Within 6 months they had, with no media increase at all, significantly increased our online sales while at the same time halved the cost of sale, a truly fantastic achievement. Very pleased with the continual increase in transactions from PPC and reduced cost of acquisition."
FIRST is a New Zealand's leading multi-disciplinary digital agency that focuses on delivering campaigns and creative that targets, captures, engages, convinces and converts consumers. Visit FIRST website to get more information on their digital marketing services and other case studies.
You can view & download the full case study here.
Read the full story at http://www.prweb.com/releases/singapore-airlines-ppc/first-adwords-case-study/prweb11727536.htm
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