Brainlabs helps boost easyJet holidays’ ROAS by 13% with innovative Value-Based Bidding StrategyBrainlabs
We’re committed to helping our clients achieve outstanding results. We’ve worked hand-in-hand with the easyJet holidays team and Google Marketing Platform (GMP) to uncover new strategies that helped easyJet holidays achieve a remarkable 13% boost in Return on Ad Spend (ROAS).
Unleashing Untapped Potential
easyJet holidays is a well-established travel agency that offers holiday packages to more than 60 destinations throughout Europe and beyond. While their business model primarily revolves around directly contracted hotels, they also extend their services to properties contracted through third parties.
However, easyJet holidays was facing a significant challenge – they had historically focused their paid search efforts solely on directly contracted hotels. This approach left substantial revenue potential untapped, and they were determined to find a solution to maximize their profitability.
Elevating Profit Margins with SA360
The key to unlocking easyJet holidays’ hidden potential lay in their profit margin. Recognizing this, we introduced a value-based bidding strategy. By incorporating profit margins at the property level within Search Ads 360 (SA360), we enabled easyJet holidays to extend their bidding strategy to the scaled properties provided by third-party partners. This approach was designed to ensure that their bidding process considered the margin for each individual property, with the ultimate goal to enhance their overall profitability.
As their trusted GMP consultancy partner, we took charge of setting up and executing a testing roadmap. This included ensuring the accuracy of uploads and providing expert assistance throughout the testing and optimization phases.
Sharing her thoughts on the partnership, Brainlabs GMP Lead, Holly Chetwood said: “We’re super proud to have worked with easyJet holidays to unlock the true potential of SA360 and help them achieve marginal gains through our high-performance approach to media. Experimentation and rigorous testing is a huge part of the Brainlabs mindset so we’re looking forward to continuing to build on this approach with easyJet holidays going forward.”
A Resounding Success
The results speak volumes about the effectiveness of the value-based bidding strategy. At the end of the testing period, easyJet holidays witnessed a significant improvement in their performance. Bidding to margin resulted in a 6% increase in revenue and a 4% increase in margin. However, the real star of the show was the 13% increase in Return on Ad Spend (ROAS). This astonishing leap in ROAS is a testament to the power of data-driven bidding strategies and how they can revolutionize digital advertising campaigns.
As a direct consequence of these outstanding results, easyJet holidays has now rolled out margin bidding to additional campaigns in order to further enhance their digital Return on Investment (ROI).
Speaking on the results achieved Chloe Wong, PPC Manager at easyJet holidays said: “By optimizing for profit margin through Smart Bidding, we boosted our confidence in our paid search abilities and provided more opportunities for expansion.”
Find out more about how our GMP services here: https://gmp.brainlabsdigital.com/