Silver Airways is a regional airline that operates routes within Florida and between Florida and the Bahamas. Known to have the most routes to the Bahamas and Key West, the airline tasked us with increasing brand recognition and direct bookings online.
We started by defining the airline’s core target audience from demographic data on site conversions. We then identified the brand’s unique selling proposition and developed appropriate messaging for the consideration and decision stages of the sales funnel. Our strategy included using specific landing pages for route awareness versus travel deals to better serve prospects at different stages of the buyer's journey.
To maximize the budget, our primary tactic was online advertising and paid search. With a focus on performance, we cleaned up the Google Ads campaign and partnered with a leading ad serving platform to deliver programmatic campaigns.
We deleted low performing keywords (such as overly broad terms) eliminated wasteful ad groups and optimized geo-targeting. We aligned ad serving by daypart and device type based on conversion data. This combination led to lower acquisition costs and increased return on ad spend (ROAS).
Working with the airline's revenue management team, we identified the routes in need of a boost and created a promo strategy timed to coincide with capacity needs. Additionally we implemented an evergreen campaign focused on the brand's benefits messaging including "Freedom Fares."
Geographically, we targeted campaigns only to those markets served by the airline and shifted the primary media focus to search with very targeted display actions. We also implemented a retargeting strategy on both the website and social channels.
We used data analysis to consistently improve returns while reducing overall spend. By the second year our campaigns had nearly doubled in performance, and by year 3, we achieved a 250% growth in ROI with less than 1/3 of the original spend.
