Air France A/B tested Advantage+ shopping campaigns against its business-as-usual ad campaign setup, and saw a 46% lower cost per website purchase using Advantage+ shopping campaigns.
Founded in 1933, Air France is celebrating today its 90th anniversary, as the number one French airline, operating flights to 195 destinations worldwide for its 100 million passengers. One ticket is sold every five seconds on digital touchpoints.
lower cost per website purchase using Advantage+ shopping campaigns compared to business-as-usual ad campaign setup
higher conversion rate using Advantage+ shopping campaigns compared to business-as-usual ad campaign setup
Air France wanted to generate online bookings on transatlantic flights from its wide catalogue of destinations in Europe.
Testing an AI-powered solution
Air France had been successfully using Advantage+ catalogue ads, formerly known as dynamic ads, on Meta technologies for several years. Always interested in testing new strategies, the team decided to look for a new way to boost campaign performance at scale, generate greater efficiencies, and increase the automation and personalisation of its campaigns.
So the team was excited to test Meta’s Advantage+ shopping campaigns. This advanced solution uses artificial intelligence and machine learning to automate, simplify and streamline the campaign creation, ad setup and account management processes.
Rather than having to manually set up many campaigns with a patchwork of targeting, creative, placements and budgets, advertisers can set up a single Advantage+ shopping campaign to test up to 150 different combinations, and then optimise for the highest performing ads.
To understand how well it could work for Air France, the team ran an A/B test that consisted of:
- Cell A: Business-as-usual ad campaign
- Cell B: Advantage+ shopping campaigns
The ads in both cells automatically pulled photos of travel options from the company’s global online catalogue with more than 200 destinations.
The team delivered the ads to a premium audience of international travellers in the US across all Instagram and Facebook placements. It also used the machine learning capabilities native to the Advantage detailed targeting feature to identify additional audiences based on whether they would generate better or cheaper results against the campaign’s optimisation goals.
Air France determined the results of its June 20‒July 21, 2023 ad campaign using reporting data from an A/B test conducted by third-party measurement provider, Smartly, which revealed a:
- 46% lower cost per website purchase using Advantage+ shopping campaigns compared to business-as-usual Advantage+ catalogue ad campaign
- 2.14X higher conversion rate using Advantage+ shopping campaigns compared to business-as-usual ad campaign setup