Scoot Airlines
Strategising Scoot's International Routes Through Programmatic Excellence
I was tasked to promote Scoot’s new international routes to and from Australia. This was to be done via programmatic advertising.
The task was straightforward, ensure that we target relevant demographics that have previously looked at or shown interest in international flights.
Recognising the influence of conversion rates on weekends, the campaign strategically reduced ad delivery during these periods. This data-driven decision aimed to maximise budget efficiency by focusing on days with higher conversion potential.
A carefully chosen frequency cap of 10 prevented ad fatigue, ensuring diverse ad exposure for our target audience.
Company Targets
The target was to reach a relevant audience in Australia that has appetite to travel internationally.
Optimising Future Campaigns with Strategic Analysis and Post-View Precision
Analysing conversion rates by state revealed distinct regional variations. Western Australia (WA) demonstrated the highest conversion rate at 0.009%, followed by Queensland (QLD) at 0.008%, and New South Wales (NSW) at 0.007%. This information was invaluable for future targeting and budget allocation, allowing for a more localised and efficient approach.
Acknowledging the potential impact of post-view conversions beyond June 30th, the campaign recognised a nuanced evaluation. The decision to exclude these conversions initially and the contemplation of a lower eCPA ($20) with their inclusion highlighted a commitment to a comprehensive understanding of campaign performance over time.
Summary
Post Campaign Results:
- Impressions: 5,454,454
- Clicks:1,259
- Conversions: 421
eCPA: $28.50
