Vola.ro is Romania’s #1 online travel agency, with almost 90% brand recognition among Romanian travellers. It is the leader in online sales of flights.

During its 10-plus years on the market, Vola.ro has developed highly optimised performance marketing campaigns. Despite a long history of development and optimisation, the Client’s performance marketing still focused mainly on the most relevant keywords in Google Ads combined with intense remarketing – as in the case of many e-commerce businesses. Any prospecting beyond using search engines was very limited, as the post-click conversion rate of non-remarketing display and video campaigns was too low to include these ads in the performance marketing strategy.

Of course, the number of post-view conversions of display and video ads was very high. However, we could not interpret this data as an actual contribution to the overall result, because it was obvious that the incremental effect of these campaigns is significantly smaller.

The uncertainty regarding the actual effect of video campaigns made any budget allocation decision extremely difficult.

The decision makers required hard evidence that could justify spending significant sums of money on ads that generated relatively small number of clicks and uncertain conversions.

The objective was to find a new way of prospecting, that can become an alternative to more and more aggressive bidding in Google – a scalable video campaign with hard evidence of its effectiveness in driving actions.

Attached the main video creative. The case study video will be ready until November 15th.
Link to the Client's logo: https://adequate.digital/wp-content/uploads/2019/07/vola-ro-logo.png
General Information:
Strategy: In order to support the budget decision process, we started to analyse the conversion paths using Google Campaign Manager data in different attribution models.

However, even the custom heuristic models were not a solution, because they require arbitrary decisions regarding the importance of traffic sources on the conversion path and, subsequently, weights assigned to particular interactions (clicks, impressions or video views). Algorithmic models such as the Markov chain analysis, sometimes lead to wrong conclusions, if you blindly believe in the results of these calculations. This is because they interpret correlations of interactions as causation. Therefore, even using the most sophisticated modelling, we still lack proof of efficiency.

We have decided to use conversion lift experiment, a new feature that makes it possible to measure the likelihood that a user will convert without being exposed to an ad (control group) vs. users who saw ads. As opposite to the conventional post-click or post-view conversion tracking, a conversion lift test allows the measuring of the actual incremental effectiveness of the campaign (see slide).

As soon as conversion lift studies (do not confuse with brand lift surveys) became available on YouTube, we decided to take advantage of this opportunity to conduct a conversion lift experiment for the Vola's video campaign.
Video Link: