To bolster online acquisition and improve the efficiency of its pay-per-click campaigns, Air France turned to Performics, a Microsoft Advertising Elite Partner. Performics chose to take advantage of two Microsoft Advertising features across all campaigns: Enhanced CPC and Remarketing.
Air France was already using Enhanced CPC to automate its bids, so that when Microsoft Advertising detected a conversion opportunity following an online search, a bid adjustment up or down could be made. Performics suggested Air France add audience lists based on the pages visited on several Air France websites to take advantage of the Remarketing solution. Several lists were set up according to specific steps that searchers reached along the customer sales journey.
While each feature is powerful on its own, the combination measurably strengthens results. According to Samira Jellabi, search engine advertising division director at Performics, “Enhanced CPC optimizations ensure we maximize airline ticket sales on Microsoft Advertising campaigns. But when combined with Remarketing, we increase the search signals considered by Enhanced CPC algorithms, allowing for greater conversion volumes and profitability."