What was the role of digital within the media mix?
Alongside refining the URL strategy, the team closely aligned Eurostar’s business objectives regarding key routes to the DSA campaign structure. It created destination-focused campaigns to be sure of maximising important routes based on availability, offers and seasonality, resulting in more tailored ad copy and far greater relevance for users.
With an eye on performance, the team also implemented audience bid adjustments. It used Google Analytics and Remarketing Lists for search ads to find in-market audiences across each ad group, and then optimised the bidding to a target cost per acquisition. Targets were also set at campaign level based on destination.
higher click-through rates (CTR)
incremental increase in revenue
These strategies paid off, with the DSA campaigns producing a whopping 86% higher click-through rate than generic search campaigns and a 20% incremental increase in revenue.
The approach taken has also contributed to strong performance year-on-year from search: overall, Eurostar has seen 20% higher click-through rates, 10% lower costs per click, 26% more transactions and 37% more revenue as a result.
The strategy proves how important it is to align business objectives with campaign structure, and how brands can use DSA to adapt messaging according to what customers are searching for.
In a sentence...
How Eurostar ads presented the right services at the right time thanks to dynamic search.