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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 2024. The 11th edition of Friends of Search we are organising in the Netherlands. Belgian visitors are of course more than welcome. Join us on March 21, 2024, in de Kromhouthal in Amsterdam.

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