Using smart bidding and automation in SA360 to deliver real business impact for TUI

The Challenge

TUI’s main challenge was improving the efficiency of their accounts. They were keen to make short-term gains but also to focus on the strategy of the accounts and how this could be optimized. Whatever the solution it had to be as automated as possible because the scale of the accounts prohibited large-scale manual changes.

How we helped

Restructured search to improve quality score and granularity
Brainlabs proprietary technology was used to rebuild the accounts with more relevant copy and to give TUI the ability to analyze data at a more granular level. Search Ads 360’s auto-upload feature was used to speed up rollout.

Automated bid strategy and data-driven attribution. Increased bidding points and machine learning
The first phase of bidding and attribution changes to be rolled out was a Search Ads 360 Target CPA (tCPA) bid strategy. We also helped TUI to move to a data-driven attribution model so they could understand how their advertising was supporting their wider business goals.

Aligned digital with business objectives to deliver real business impact
Recognizing that bidding algorithms are only as good as the data you give them, we proposed a revamp of their floodlight setup in Campaign Manager to capture season, destination, country code, and more.

We used these factors to build custom columns in Search Ads 360 to weight conversions based on these new data points, giving more weight to data points of greater value to TUI. This led to an increase of bookings to priority destinations whilst improving CTA.