00:00
Elizabeth Minogue: Hey, Ben, want to hear some airline jokes while we’re setting up?
00:03
Ben Will: Yeah, ok.
00:04
Minogue: Well, they might go right over your head though.
00:07
Will: That’s a good one.
00:11
Minogue: Unprecedented. That was the buzzword, wasn't it?
When restrictions were lifted, we saw a spike in search demand with travellers beginning to dream, plan, and book their next getaway.
00:21
Will: But we soon realised that people now evaluated travel plans differently, making their decision-making feel unpredictable and complex to airlines.
So we had to find an unprecedented way to show up and translate intent into bookings when consumers search for us.
00:34
Minogue: How? Glad you asked.
00:36
Will: We moved away from having a fixed budget to letting demand lead it.
00:39
Minogue: We leaned into Google's AI-powered Search solutions to optimise our keywords, ads, and bidding strategy in real-time.
00:47
Will: Broad Match keywords allowed us to capture all related queries.
Value-based Bidding helped us focus on connecting with higher value customers, while Responsive Search ads automatically created ads that were personalised and relevant to different travellers.
01:01
Minogue: Instead of trying to fight the uncertainty, we focused on setting the right KPIs and allowing Google AI to simplify the complex purchase journey and ensure consumers could confidently make decisions.
01:12
Will: Within that year, bookings went up 88% with a revenue growth of 150%, completely surpassing our initial goals.
01:20
Minogue: As travellers continue quenching their thirst for travel, we've ramped up our search investment to keep showing up where they are, ensuring a smooth, personalised search experience, just like when they fly with us.
01:32
Will: Hey Libby, our experimental mindset really took off eh?
With flying colours, no?
