Challenge
Data has always been a notable topic of discussion in the digital ecosystem and with the COVID-19 pandemic, this made it harder than ever to drive strong performance within the travel industry. Wanting to stay ahead of the changing landscape, in 2020, a full-service global airline challenged Wavemaker’s precision team to find innovative ways of leveraging source-of-truth social metrics. The team needed a creative solution to drive on-site flight and holiday searches globally through social channels at a cost-effective cost per search (CPS).
Solution
Challenged to think outside the box, Wavemaker’s precision team began by integrating Search Ads 360 with Mediaocean’s Social ads management. This integration provided the team with the data needed to optimize for onsite behaviors on Facebook and Twitter. Using Performance Dashboard and Report Center, the team was then able to manage global, cross-channel activity and drive further campaign optimizations efficiently.
Results
Wavemaker’s precision team embraced the full scope of social ads management capabilities and leveraged several features to drive success. Combining the efforts of Search Ads 360, cross-channel reporting, and automation features like Smart Groups and Sync, the team drove a 21% increase in website traffic, 15% increase in flight and holiday searches, and saved 10% in weekly hours spent in campaign management. Despite travel challenges presented during the pandemic, the team saw account level success at a global scale.
“Mediaocean’s Social ads management has elevated our ability to deliver more efficient ROAS for our client in creative and collaborative ways. We are impressed by the variety of features the platform offers for brand and performance activities, which makes planning and activating a seamless process.”
- Nathania Ho, Precision Director at Wavemaker UK
