“From this experiment, we could understand that re-engagement campaigns can bring not only extra conversions from Google Ads, but also increase average purchase revenue in the whole app segment of sales — even in a month of decline,” Łukasz Neska, eSky Group's Vice President and Chief Growth Officer, says.
The Challenge
eSky’s team are travel planning experts, and the company boasts over 5 million satisfied travellers. In the air travel industry, December is usually a month with decreasing tickets sales. eSky decided to re-activate a certain segment of its app users to boost sales.
The Approach
eSky completed a deep dive into its first-party data, identifying the seven highest-potential segments within its app users. The company built Firebase audience lists to target with App campaigns for engagement (ACe) with a cost-per acquisition (CPA) model, bidding on in-app purchases. The audience lists included inactive users, users who reached eSky’s “special deals,” flights, or hotels screens, those who searched for products or abandoned the purchasing process, and users that bought a flight – who eSky targeted for cross-selling. The company ran a one-month test in Poland, Romania, Bulgaria, Greece, Czech Republic, Slovakia, Hungary, and Croatia.
The Results
Following its test campaigns, eSky saw that ACe with CPA bidding increased average order revenue by 7% and active user volume by 7.7%. It also experienced a 5% growth in returning users and a 2% increase in average revenue per paying user (ARPPU) compared to its internal benchmark. Additionally, CPA fell by 18% and in-app actions (IAA), or actual purchases volume, jumped by 25% MoM. eSky has confirmed Google’s strong performance efficiency and plans to expand its marketing efforts to efficiently re-activate and acquire more high-quality users.
From this experiment, we could understand that re-engagement campaigns can bring not only extra conversions from Google Ads, but also increase average purchase revenue in the whole app segment of sales — even in a month of decline.
Łukasz Neska, eSky Group's Vice President and Chief Growth Officer
