Published by Sue Johns-Chapman
Published Date 12.07.2022 
About Performics
Founded in 1998, Performics is a performance pioneer, originally operating as an affiliate network, and rolling out search marketing services in the early 2000s. Today, Performance Marketing has moved from a specialty service to the strategic center for brands. Performics is connecting marketing investment to consumer intent, redefining performance by using data, consumer intent signals, technology, media and content in novel ways. Performics has built Growth Solutions to foster innovation. And Performics is structured globally to serve multi-market clients at scale. Built by DoubleClick. Bought by Google. Now the performance marketing agency of Publicis Groupe.
The travel industry through COVID-19
Performics France has been working with Air France, the national French airline company and leader company in Europe as a part of the KLM Group. The travel industry has been strongly and negatively impacted by COVID-19. Air France had to find a way to maximize the bookings in this context. Meanwhile automation (Responsive Search Ads, automated bidding, etc…) is now a standard, and it has become mandatory to inject new signals to feed the algorithms and to optimize the campaigns. The travel industry has been strongly and negatively impacted by COVID-19. Air France had to find a way to maximize the bookings in this particular context. Meanwhile automation (Responsive Search Ads, automated bidding, etc…) is now a standard among advertisers, and it has become mandatory to inject new signals to feed the algorithms and to optimize the campaigns. Otherwise only the advertisers with the biggest Media Spend would take everything…
Air France X Performics
Air France Revenue Management division created a Revenue Management Score for every haul desserved by Air France. Performics created a bridge to integrate dynamically this RM Score in the SA360 floodlight (conversion tag): the revenue is weightened by the RM Score.
Besides we defined a methodology to estimate the target ROAS to set up in the bid strategies, based on the RM Score but also on the potential Share of Voice we could get.
Finally, a specific dashboard was created to monitor the results, comparing the evolution of the routes we tested but also on the other routes of the France market to make sure the results evolution was not due to macro influences. This reporting was fully automated, thanks to a web query with SA360.
A unique methodology
Our campaign matched all these criteria and brought innovation by combining travel data with Paid Search tools. This approach was so innovative that Google agreed to pay for this Proof Of Concept. And with the arrival of fully automated campaigns (Google Ads Performance Max), using business data has become a critical issue.
Performics, in addition of the implementation of this scoring for the Paid Search campaigns, defined an unique methology of test to measure the RM Score implementation efficiency.
We would be really proud of winning this award after all this hard work!
