When I first started at Breeze Airways™, I noticed that that non-brand campaigns on google had a Return on Ad Spend (ROAS) of $3 and average monthly purchases of 600. Also, paid social campaigns on Facebook and instagram had not made a return and had low traffic coming to the site. Through auditing the campaigns, I optimized each of the campaigns on Google, Facebook, and Instagram and increased ROAS and average monthly purchases.
When auditing Breeze Airways, I noticed the following:
Overall, the entire structure of the account was very poor which led to bidding too much money on irrelevant keywords and bidding on routes that did not have high searches. During my first 6 months at Breeze, I was able to remove over 200,000 keywords, increase ad quality from poor to great, a/b test with ad copy, a/b test ad scheduling, a/b test landing page content, test adding broad match keywords, and I implemented a new structure that reduced the amount of campaigns to 175 campaigns. From all of these optimizations, I increased ROAS by 210% and increased monthly purchases from paid media campaigns by 330%.
During my time at Breeze, I have had the opportunity to start Television advertising on MNTN, TikTok Advertising, and Bing search advertising. With the release of these new channels, it has continued to not only increase purchases, but drive awareness to each of the 64 markets we serve across the United States.
Every day, I still continue to test new ads and keywords which I will continue and hope to continue advertising on new platforms like Reddit and Snapchat.
