Indigo

IndiGo gets 48% incremental sales at similar Return on Ad Spend via brand control beta on Broad Match

THE CLIENT

The results are quite satisfactory with the brand control beta feature. Despite facing intense competition for our brand terms, which is a signiﬁcant challenge given the nature of our business, this feature has proven instrumental in achieving our objectives. Through concurrent A/B/C testing and experiments alongside our existing campaign, we not only broadened our reach but also managed to maintain a controlled ROAS.

Challenges

IndiGo is India’s biggest ﬂight operator in terms of revenue market share as well as supply. Their brand terms are aggressively bid for by all online travel aggregators and they were unable to scale their brand campaigns beyond a point without a signiﬁcant loss in Return on Ad Spend (ROAS)

Solution

01

We enabled the new brand control beta to solve for incremental reach at a controlled RoAS. To facilitate clear incrementality testing, we set up a new experiment which tested this beta in parallel with the existing brand campaign.

02

Partnering with Lyxel & Flamingo: The agency set up the campaigns and managed the keyword lists to ensure a clear and actionable result.

Result

Incremental Sales

48%

Better CVR

1PP

Better Average Ticket Size

1.6%

IndiGo gets 48% incremental sales at similar Return on Ad Spend via brand control beta on Broad Match

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