www.funbox.com

Travel Case Study

Funbox Australia

www.funbox.com

Campaign Goals and Challenges

Client Brief

Budget airline client in the market promoting Pre-Easter ticket sales

To drive maximum amount of conversions, with lowest cost possible

Spanning targeted audience across multiple age groups and demographics

Challenges

Very low eCPA goal ($10) was set with multiple premium publishers and ad

networks on board competing around this metric

Campaign was run for only 20 days without sufficient time to optimize

towards best result, hard cut off day by March 28th

Highly-competitive period for airline operators when all players are lowering

prices and offering best deals to attract new customers

www.funbox.com

CPA Flow by Dates

$0.00

$5.00

$10.00

$15.00

$20.00

$25.00

7-M

ar

8-M

ar

9-M

ar

10

-Mar

11

-Mar

12

-Mar

13

-Mar

14

-Mar

15

-Mar

16

-Mar

17

-Mar

18

-Mar

19

-Mar

20

-Mar

21

-Mar

22

-Mar

23

-Mar

24

-Mar

25

-Mar

26

-Mar

27

-Mar

eCPA

eCPA

www.funbox.com

Conversion Flow by Dates

0

50

100

150

200

250

7-M

ar

8-M

ar

9-M

ar

10

-Mar

11

-Mar

12

-Mar

13

-Mar

14

-Mar

15

-Mar

16

-Mar

17

-Mar

18

-Mar

19

-Mar

20

-Mar

21

-Mar

22

-Mar

23

-Mar

24

-Mar

25

-Mar

26

-Mar

27

-Mar

Total Conversions

Total Conversions

www.funbox.com

Conversion Day Flow of the week

www.funbox.com

Funbox Execution with Multiple Strategies

• Algorithms that optimize straight towards CPA goal

• Low cost CPMs with massive reach, to reach as many audiences as possible

• Retargeting-based clicks to re-capture those who showed initial interest of the site

• Various layers of CPM bidding strategies were in place to ensure we win impressions from

premium sites to low-cost ones, maximising our reach to audience who fits the profile

• Retargeting audience who has been to either Home page or Landing page of the site

www.funbox.com

Highlights and Key Takeouts

• eCPA goal is met and well within the $10 goal

• CPA started above $20 and dropped below $10 within 7 days

• Conversions happened mostly second half of the week, Thursdays have highest

conversions and most impressions served

• Conversion volumes raised from less than 50 to over 200 towards end of the campaign

• Funbox out-performed a few premium publishers and drove a low CPA that came in Third

place amongst 7 digital partners