Bigmouthmedia’s pace-setting search campaign for British Airways has pushed the boundaries of campaign integration, synchronising the airline’s online strategy with its o�ine promotions and sales processes to break new ground in terms of what can be achieved with a leading edge digital marketing strategy.

Bigmouthmedia built the largest ever multi-channel digital account team to deliver a wide ranging and innovative strategy covering SEO, PPC and social media elements which saw BA’s ROI take o�.

ObjectivesTo increase ROI and reduce CPA on British Airways’ digital marketing spend

To increase web channel sales on key routes

Integrate PPC and SEO to leverage synergies

Our solution - PPCBigmouthmedia’s complex strategy involving over 700,000 individual keywords followed three core campaign strategies:

Upgraded structure: a unique campaign structure comprising four main categories of account, this campaign model was designed to enable a strategic overview of spending, and built-in �exibility to switch budgets from underperforming destinations aligned to commercial priorities, maximising the use of the available budget.

New technology: The latest click path analysis technology was introduced to enable both parties to track user behaviour and measure the relationship between brand and generic keywords. In addition, bigmouthmedia’s in-house technology team is designing and creating a custom-built online dashboard, enabling client access to real-time performance data and reports.

Better integrated with business: With in excess of 200 destinations covered, bigmouthmedia’s innovative bid management system enables us to make changes in line with market conditions, seasonality and demand, within a matter of hours.

Summary

Bigmouthmedia has been a key driving force in the improvement and progression of British Airways online marketing strategy. Their integrated SEO and PPC service has continued to drive positive results over the course of our relationship.”

Eve Ireland, Digital Marketing,

British Airways

State of the art digital marketing campaign makes ROI �y

Case Study: PPC & SEO

Designed and managed an innovative PPC campaign with 3 main strategies to enable advanced business integration

Design of an advanced PPC account structure

Implementation of organic search campaign using complex blend of content development, external link building and social media

PPC ROI increased 10% in the last 12 months (despite growing competition for passengers and the economic downturn)

Signi�cant improvement to #1 and top 10 rankings for target keyword list

Drove cross-channel synergies to maximise ROI & budget e�ciencies

World leading airline with an extensive global route network �ying to and from centrally-located airports.

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Our solution - SEOWith a central aim of dynamically increasing organic exposure for generic and brand search terms (top level and longer tail), bigmouthmedia’s innovative, �ve pronged approach took BA into areas beyond �ights such as holidays, car rental and hotels.

Research: Extensive keyword research indenti�ed generic terms that could drive organic tra�c and convert well. Key BA destination themes were identi�ed and included primary search targets such as �ights, holidays and car rental, as well as secondary targets e.g. city breaks, luxury holidays, ski holidays.

Content development: A dedicated destination guide area was created and populated with custom content with the aim of making attractive, unique, keyword-rich content valuable to both visitors and search engines.

Promotion: External link building e�orts focused on online article distribution and press releases, with a travel news blog supporting the destination guide.

Social media: Use of social bookmarking to support our content and article work.

SEO & PPC synergy: We have been able to reduce PPC spend on under-performing campaigns by switching the focus to SEO where required.

Bigmouthmedia’s campaign on behalf of British Airways has set a new benchmark for PPC campaigns. Their innovative account structure is one of the best set-ups we have seen in the airline sector.”

Google

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Case Study: PPC & SEO

Results - PPC10% increase in ROI

18% increase in conversion rates

Total CPA down 31%

CPA on generic �ight terms down 17%

16% increase in conversion rate on domestic campaigns, record levels in March and April 09

Results - SEOShare of organic tra�c as a percentage of total search tra�c increased from 15% to 21%

BA’s search engine tra�c share has increased from 35% to 38%

All 8 core target terms ranked on page 1 on Google.co.uk

Search rankings for ‘�ights to [BA destination]’ increased by 400% for No 1 positions, 93% for Top 10 and 107% for Top 50

Top target keyphrase ‘�ights to london’ achieved a substantial gain in exposure from a position well outside Google’s Top 50 to position 5

Similarly, ‘�ights to Florida’ increased from position 46 to position 6 in Google

Key priority term ‘holidays in New York’ rose from out with the Google top 50 to position 3

Generic key phrase ‘book �ight online’ rose from out with Google top 50 to position 7

P P C • S E O • A F F I L I A T E S • D I S P L A Y • O N L I N E P R • I N 1 0 C O U N T R I E S • 3 0 L A N G U A G E S

Want to know more? Speak to a bigmouth today, email hello@bigmouthmedia.com or call 0845 130 0022 for more information on our PPC and SEO services. For company information, buyers’ guides and more case studies go to bigmouthmedia.com

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Note: All results Year on Year to June 2009