AEGEAN AIRLINES

The Greek airline boosted its return on ad spend by 64% after adding Instagram to automatic placements and by retargeting ads to people who searched for flights on its website.

THE STORY
To Greece and beyond

Aegean Airlines, a member of Star Alliance, is Greece’s largest airline. Founded in 1999, it provides full-service flights to Europe, the Middle East and North Africa. Its network covers 151 destinations in 44 countries.

64%

increase in return on ad spend with Instagram placements

20%

increase in overall reach with Instagram placements

44%

decrease in cost per acquisition with Instagram placements

Automatic placements for flight ads have given us the opportunity to increase the delivery by 33% and decrease our cost per acquisition by 44%. So, while the cost of any placement independently may seem high and one could consider pausing it, running automatic placements improves overall performance.
LINDA GALAZIOU, HEAD OF DIGITAL PERFORMANCE, AEGEAN AIRLINES
THE GOAL
Lowering the cost of flight ads

Aegean Airlines has had great success with flight ads. For this campaign, it hoped to improve overall results across all placements (Instagram, Facebook and Audience Networks) and also lower acquisition costs by using automatic placements.

THE SOLUTION
Careful targeting

Flight ads let brands automatically show ads across Facebook, Instagram and Audience Network to people who are likely to take a trip. If someone browsing hotels or flights doesn’t make a reservation, flight ads let allow businesses to reach them with relevant ads based on their specific dates, destinations and other trip details.

Aegean Airlines worked with Facebook Marketing Partner Adphorus to first test the value of running its ads on multiple placements, using Adphorus’ split-testing platform. After observing an uplift in the return on ad spend, the team adopted automatic placements for Adphorus’ flight ads for retargeting campaigns.

The team retargeted Instagram ads to people who had been searching for flights on its websites within the last two weeks, but who did not book. It then showed these people ads that were most relevant to their routes and prices to increase the chance that they would make bookings. It targeted the ads to men and women between the ages of 18–65 who live in Greece.

Aegean Airlines’ campaign strategy paid off, achieving the following results:

  • 64% increase in return on ad spend with Instagram placements

  • 20% increase in overall reach with Instagram placements

  • 44% decrease in cost per acquisition with Instagram placements

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