EL AL – Success Story – Setting Up a Dynamic Remarketing Campaign for Travel
EL AL – Building a Success
Story
EL AL was established in 1948 as Israel’s national airline. Today, it serves more than 50 destinations in Israel and around the world. EL AL wanted to promote special prices and new flight routes, while simultaneously increasing the volume of flight searches on its website.
The Goal – Displaying attractive prices for destinations based on user interest
Displaying ads to an interested audience (remarketing) on Facebook as part of the Israeli airline’s conversion campaign achieved 5 times more flight searches compared to previous campaigns.The Facebook portion alone was published as a case study on the Facebook for Business website.
The Solution – Making travel personal
EL AL asked Fialkov Digital agency to design a campaign to increase flight search volume.
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Fialkov Digital used a ‘Website Conversions’ campaign alongside flight remarketing ads on Facebook (formerly known as Dynamic Travel Ads), allowing EL AL to deliver highly relevant ads with a strong likelihood of driving people to action.
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Using a custom audience based on people who browsed flights in the past 21 days but had not yet completed a booking, the campaign displayed ads featuring the exact routes the ad viewer had previously searched for.
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The ads were displayed on Facebook and Instagram and linked to the bid2fly live auction website. This allowed people interested in specific routes to place a bid and receive even more attractive prices for their flights.
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Because dynamic remarketing ads use the airline’s product catalog and the Facebook pixel to automatically create ads matching people with the products most relevant to them, EL AL was able to interact with a large number of people in a meaningful way – and at a low cost.
The Success Story – A Perfect Landing
EL AL’s flight ad campaign ran from March to July 2017 and delivered an impressive click-through rate thanks to personalized ad content.
5x more flight searches compared to previous campaigns
25% higher click-through rate compared to previous campaigns
50% decrease in cost per flight search
Products Used
Ad Examples from the Campaign
(Click to enlarge the ad)
Mobile Facebook Ad Desktop Facebook Ad Instagram Ad Facebook Right Column Ad
Ad Examples
In a personalized digital age, where data, engagement, and product meet – improving the conversion rate depends on the advertiser’s ability to offer a product providing personal and customized value at the right time.
Yael Monrov, Digital Marketing Manager, EL AL
EL AL’s auction platform allowed us to provide an offer customized to the customer’s needs. By utilizing Facebook’s dynamic remarketing technology, we could reach customers at the right time for them and thereby improve the conversion rate.
Lee Potok, E-Commerce Manager, EL AL
Flight ads combined with the auction website allowed us to provide our customers with a distinct offer. We were able to easily reach customers who abandoned shopping carts and offer them deals that encouraged them to move forward with a booking.
Ori Goren, Digital Marketing Manager, EL AL
We were delighted to discover the positive user journey that the campaign enabled us to create. After searching for a flight, when people returned to Facebook they saw a personalized ad displaying the exact route they were looking for, with a call to action. The campaign’s click-through rate was amazing – by automatically generating personalized ads on Facebook, we significantly reduced costs.
Or Fialkov, CEO, Fialkov Digital
