Challenge: Developing a new paid media strategy to boost sales
Submarino Viagens was a pioneer in the online sale of airline tickets, hotels, packages and cruises in Brazil. Through technology and a very comprehensive booking system, consumers can find the best deals on air tickets, accommodation, tour packages, cruises, tours, car rentals and travel insurance, for immediate or planned departures.
The company has competitive and guaranteed offers in more than 200 thousand hotels and 750 airlines around the world, offering options for leisure or business travelers, whether accompanied or alone. Since 2015, Submarino Viagens has been part of CVC Corp, the largest group of travel companies in the Americas.
Submarino Viagens already had a mature Google Ads account and was beginning to find it difficult to continue scaling its results profitably, as it already had good coverage of the highest profitability terms. Its biggest challenge was finding new ways to drive sales through sponsored link ads.
Results: Google Machine Learning
As a partner of Submarino Viagens, Performa Web implemented a new automatic bidding strategy based on historical data, context, behavior and user profile.
The media team stopped working with Last Click Attribution, a model that ignores all previous user interactions and considers only the last click performed, and now works with a data-based attribution model ( DDA, or Data Driven Attribution).
With this new model, Google Machine Learning considers the entire user journey and determines how much credit should be assigned to each click. This way, even if the ad doesn't convert right away, it's possible to analyze that the previous clicks were fundamental for the user’s conversion into a customer.
With this new strategy, Performa Web generated surprising results in a short time. Within one year, Submarino Viagens had its ROI (return on investment) increased by 58% and revenue by 57%.
+ 57%revenue (YoY)
+ 58%ROI (YoY)
- 1%investment (YoY)
See our client’s opinions
Our partnership with Performa Web started in 2015 and since then, not only has traffic increased, but sales made through our e-commerce have grown considerably. Performa Web's team has vast experience and this helps us to evolve every day, making the most of all the features and formats of performance media channels in order to deliver better results. They also support us on the SEO front, helping us to achieve better positioning in search results. We are very satisfied with the results and we trust them to keep growing.
With a lockdown scenario and physical stores closed during Easter, attention turned to digital and Performa Web’s strategy made the difference. With reports and dashboards updated in real time, we were able to study and act with agility to ensure the best media performance and sales results on the website, exceeding the proposed goals.
A Performa Web nos atende em em gestão de mídia e em SEO. Para nós a Performa Web é muito mais do que uma prestadora de serviços da Fnac Brasil. Nós percebemos o quanto a Performa Web veste a nossa camisa, trabalha junto, dedicando-se o tempo todo a nos orientar com as soluções que precisamos e somando todo o seu expertise em Marketing Digital ao do time da Fnac Brasil com insights e aproveitando grandes oportunidades. A sensação que temos é de que somos uma única equipe. Já são quase dois anos de parceria e estamos realmente muito satisfeitos com a parceria e resultados obtidos!
It’s with great satisfaction that we work with Performa Web. We found professionals committed to results and even with little service time we have already been able to see positive results.
Performa Web develops excellent results-driven strategic work. The team insists on understanding the client's business and being part of its daily goals and challenges. But the difference that stands out is the service that is always close, as they understand our needs and work as a team to deliver the best result.
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The Pillars of Performa Web’s Services
Our media management services gather the best market practices that favor the optimization of the results planned by your company. We have a unique and comprehensive portfolio. It’s ideal for those looking for efficiency and quality for digital marketing campaigns.
Attracting new leads and optimizing the customer journey are the main challenges of inbound marketing. In this service pillar, we work with the production of relevant content for websites, social networks, email marketing and rich materials, with techniques that increase your brand's visibility. Inbound marketing services also include marketing automation and SEO.
As a technology-focused digital marketing agency, we take advantage of all its qualities to promote strategies that improve our clients' visibility. Institutional and e-commerce website development services stand out for offering the best user experience, in addition to responsive design oriented to SEO and performance.
Performa Web's business intelligence actions aim to efficiently manage our clients' data. All planning must be measured and monitored in order to obtain efficient results. We help your company transform data into insights, contributing to your business decision making.
Performa Web's consulting and strategy services offer an in-depth analysis of your business, as well as technical and analytical notes to identify opportunities and continuous improvement in digital marketing. Our team of experts offers a 360º view on strategy, marketing and business.