Thomas Cook increases mobile conversions by 61% with device weighted Search Ads 360 bid strategies.
Using weighted revenue per device gives us the opportunity to steer on specific ROAS targets per device instead of one overall ROAS target.
increase in mobile conversions
more value assigned to upper funnel keywords
a week time saved
Thomas Cook’s Dutch division manages PPC activities in partnership with iProspect Netherlands. Three of their key objectives were reached by using Search Ads 360:
• Understanding the true value of upper funnel keywords;
• Automate bidding across accounts and engines;
• Increase traffic and conversions through mobile while maintaining stable overall performance.
The tailor made DDA model gave my team more insights into the added value of upper funnel campaigns. This has helped in the transition to a more attribution-driven work process.
Search Ads 360 now manages the bids in all our non-branded campaigns based on our custom made DDA model. This means that we steer on the actual conversion drivers instead of only the last click converting keywords, and it is all automated.