ONLINE ACQUISITION – SEARCH
Remit:
Jetstar appointed Downstream Marketing in July 2007 to develop a strategic Search platform to driving incremental seat sales; i.e. sales not being captured via all other traditional and digital marketing mediums. Considering the level of brand resonance Jetstar already enjoyed, this was going to be a momentous challenge.
Approach:
Downstream set to work constructing a Search program incorporating:
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More than 20 Campaigns
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332 Ad Groups
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Over 1,200 creative ad variations
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In excess of 35,000 active keywords
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No brand terms
Results:
Our most recent monthly Search performance results include:
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Over 14,167 bookings or 472 bookings a day
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Over 28,000 individual seats sold
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Filled over 127 planes in 30 days
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Created sales revenue in excess of $6M