International speakersPrestigious award showThe latest insightsAnniversary edition in the Netherlands

How Paid Search automation significantly reduced CPA (without losing volume)

Lisa Diamant

Being in a very competitive industry where the prices are under pressure more than ever, Brussels Airlines’ main focus is on controlling costs to increase margins. Costs can vary, depending on the destination, which is why a very precise monitoring per route is of utmost importance. Brussels Airlines leveraged the most advanced tools in Search Ads 360 in order to automate the campaign creation for every destination they serve, as well as advanced smart bidding combined with budget management per destination. This allowed a very specific optimization per route, resulting in an overall CPA decrease of 42%.

Lisa Diamant

Digital Marketing ManagerBrussels Airlines

As I started my career as an operational expert and grew together with the Digital Marketing market, I’ve developed an expertise in every digital marketing as well as several analytic platforms. I’ve managed campaigns and client tactics for 5 years (Google Ads, Facebook and DV360) and when the time was right, I decided to lend my knowledge and passion to advertisers, as part of their team. Loving human contact and helping my partners grow, I chose the path to advise my partners on a strategic level. I love to be challenged and love challenging the experts and partners I work with, as I believe a close and challenging workflow is the best way for all parties to grow.

Unfortunately, we have decided not to organize a Belgian edition of Friends of Search in 2023. But not to worry, in honor of our 10th anniversary we are organizing an extra special Dutch edition: Friends of Search Fest. Belgian visitors are of course more than welcome. Join us on March 23, 2023, in de Kromhouthal in Amsterdam.

Go to Dutch website Stay here