decrease in CPCs
iProspect and KLM Royal Dutch Airlines are digital partners since 2011. Since then, the activities have grown to 73 markets in 25 different languages. The partnership between iProspect and KLM became more intense when Google introduced a drastic change with ETAs (Expanded Text Ads) replacing the STAs (Standard Text Ads). This was a challenge for all advertisers but especially for KLM due to the global scale they operate in. The announcement of ETA’s and what it meant for KLM:
- With the introduction of ETAs the older format of STAs were replaced, increasing the ad character limits from 95 characters to 140 characters. Advertisers suddenly got almost 50% more advertising space, but also needed to rewrite all ads, because the standard text ads would not fit in the new ETA format.
- KLM needed 12 million new ads in 25 languages for 73 markets in the new ETA format.
- Creating new ads in STA format would not be supported anymore from February 2017.
- Syncing standard text ads would also no longer be possible after the deadline. That meant that the dynamic elements in KLM ads would lose their function
The complexity of this project starts with the complexity of the KLM AdWords and Bing accounts. KLM operates in multiple markets and multiple languages with dynamic ads and keywords. In a nutshell:
- 12 million automated PPC ads
- 133 iActivate AdWords and Bing accounts
- 73 markets with iActivate accounts
- 25 different languages
Because the ETAs were so different from the STAs we had to redo everything and because we had 50% more characters to our disposal we had room for more information and dynamic elements. To make use of this opportunity we created a new feed with KLM and created new rules in the logic of KLM and iActivate so we could advertise with more dynamic information whenever we needed it.
In iActivate we work with ad templates. These templates are populated by the KLM feed and pushed to AdWords and Bing. Instead of writing millions of ads for 133 Google & Bing accounts we only had to write thousands of templates in 25 languages.
Collaboration: Making the deadline would only be possible through intensive collaboration between the KLM IT & PPC team, local KLM offices and the PPC team of iProspect.
Campaigns, ad groups, ads and keywords were designed by using templates*. By using the feed** of KLM and our inhouse tool iActivate we automatically created PPC campaigns on a large scale. As a result, PPC campaigns are constantly being created with the right offer and the right flight prices.
The iActivate tool makes it possible to advertise on millions of products and services (in this case flights) with real-time price updates. Access to KLM’s feed data is crucial for real-time ETAs.
Templates allow you to automatically fill in destinations and prices using all variations of KLM keywords. This is how we scripted the same ads for different flight destinations. The templates make it possible to advertise directly on all flight routes and to scale up to multiple markets. We could use the English template for the US, United Kingdom, etc. The Spanish templates for Spanish speaking countries.
** The feed
The KLM data feed contains airport-, city codes, fares and several other dynamic characteristics of all flights in the KLM network. By linking this information to iActivate we could automatically create millions of advertisements with the right prices and flight routes. This automation made it possible to quickly expand and to be relevant on all search terms.
Within 3 months:
iMonitor: Ad Quality Checker for Paid Social Campaigns
Sending potential customers to dead landing pages is a horror scenario. Money down the drain… iMonitor ensures paid social advertisements quality and automatically verifies clients' websites ava...
iScraper - Digital Demands Automation
In an everchanging world of innovation. The search for automation becomes the only solution to excellence.
iActivate Express: Campaign Automation for small & mid-si...
Sola needs to show search ads for products that are in stock (DUH!). Based on proprietary iActivate Express-tool, we set-up a PPC account quickly. The scalable set-up allows the advertiser to up...
Data-driven DOOH campaign target on specific customer gro...
Albert Heijn used mobile data to gain insights into where and when reach specific customer sales segments. These insights were gathered and translated into a highly relevant, data-driven DOOH ca...
Small act of kindness
Blue Band supports families with growing up kids, also in times of Covid-19. We proved this by small act of kindness in a perfect fit with brand domain. #Kidsbakingforkids, create special moment...
UNO playground object fights against loneliness
Posterscope created the UNO ‘Let’s play along’ playground for primary schools to fight loneliness among children and to raise awareness for this underexposed problem. It helps connect lonely chi...
Crisp, the online marketplace
Crisp is the online marketplace for everyone who wants better everyday food. Crisp is on a mission to make better food available for the many. Crisp focuses on super fresh and seasonal food, dir...
Albert Heijn Christmas 2019: Consistency and focus
How a strong focus has led to the highest daily turnover in the history of Albert Heijn.
Snapchat is the channel to make selfies. Tele2 wants to magnify this behavior and celebrate it exuberantly, to show the whole of the Netherlands that you can get unlimited unlimited selfies with...
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Unxpctd conversations with Cubanisto : for some, websites are not relevant anymore. Chat with Cubanisto’s friendly and dynamic Facebook bot to get the latest on parties, playlists and more.
Vizeum: ASN Bank
Based on this insight, an umbrella strategy has been chosen to popularize sustainable banking: making ASN Bank more attractive and more accessible for a broader group.
Children are increasingly looking to screens for entertainment in car journeys, so how can we use technology to stimulate children’s imagination while traveling?
Carat, The Story Lab, Amnet: Durex
Durex wants to connect with young people through locally developed content and convince them of the importance of safe sex in order to stimulate condom use. Only, safe sex is not a sexy topic. S...
ACHTUNG! mcgarrybowen: Volkswagen
How can we improve the perception of the brand value ‘innovation’ by showcasing all innovation in the newest generation Volkswagen, but without losing the human character that Volkswagen has est...
iProspect and KLM Royal Dutch Airlines are digital partners since 2011. Since then, the activities have grown to 73 markets in 25 different languages. The partnership between
Carat, The Story Lab, iProspect: Microsoft
Carat was asked by Microsoft to introduce Surface Book in the Netherlands. Overall goal of the campaign was to increase awareness and purchase intent for this new laptop, that should lead to a m...
Merkle: Marlies Dekkers
Merkle's collaboration met marlies | dekkers started out as an informal acquaintance with the business of the iconic brand. It grew into a long-term partnership to learn innovation and from each...
iProspect developed a test to determine the incremental value of the measured Store Visits. For this experiment we started with the following research question: To what extent can measured Googl...