More is needed than just a Google Ads campaign
“Is your flight delayed? Submit your claim and receive compensation of up to €600!”. This is one of the commonly used texts when looking online for compensation delayed flights. The market is crowded with extremely high competition. Searchlab had been working with Aviclaim for a while to build their online success, but soon we noticed that it took more than just a good Google Ads campaign.
Increase claimability and conversion rate
One factor that was very decisive for the amount of claims filed was the weather. When there is a storm or heavy fog, planes are generally delayed a lot, weather conditions that also caused Aviclaim to receive many claims. However, such weather conditions often fall under extraordinary circumstances, which means travelers are not entitled to a claim. Non-actionable claims, in other words.
To avoid these kinds of uncollectible claims in the future, Searchlab devised a way to link external weather data to Google ads. This works simply as follows; if you sell bathing suits, then you can show your ads in Google, provided it is 30 degrees or higher. Because more bathing suits are likely to be sold then than when it is 5 degrees outside. The same is true when the wind is strong. When the wind force is higher than x, ads in Google can be automatically disabled, which should also reduce the number of non-collectible claims coming in. And thus we would start saving costs. This was initiated for Aviclaim.
Stand out by using local campaigns and creative ad copy
In addition, to advertise even more relevantly, regional targeting was applied. Separate ads were used that were only visible to people who were at Schiphol or Eindhoven Airport when they searched with relevant search terms in Google. Just when they were waiting for their delayed flight. Strike while the iron is hot.
Finally, we tried to put ourselves in the shoes of the waiting people as much as possible. People who by now have seen all the duty-free shops from the inside several times and talked to all the Starbucks employees. And are now impatiently sitting in their chairs Googling.
The goal of this was to differentiate ourselves from the competition so that people would click on the ad faster, and the ad could be placed a little lower in Google to pay less per click.
Result
+10% revenue
+15% claims
The adjustments proved to be a good move. Irrelevant costs were saved, making the ads more effective and increasing collectible claims by as much as 15%, and revenue by 10%. This allowed us to remain actively involved in the market and expand the business.
