9.7x ROAS
Financial
ROAS
An EMEA currency exchange provider was squeezed by expensive Google Search and margin-sharing comparison sites. Navigator reached travellers throughout their booking journey, now as an always-on campaign.
The Challenge
A currency exchange provider in EMEA faced mounting challenges with expensive Google Search campaigns and unfavourable margin sharing on comparison websites.
Their ability to compete effectively was being hampered by rising advertising costs and commoditised positioning.
In response to this, they turned to out of home advertising. Having run these channels for two years, they grew increasingly frustrated they couldn't reach confirmed travellers in a highy targeted way but at scale.
They needed to break free from these traditional channels to grow their market share profitably.
The company came to Navigator looking to reach travellers when they were actively planning and booking their trips and most likely to need currency exchange services.
The challenge, though, was that they had strict expectations around performance and campaign profitability.
The Strategy
Navigator targeted customers across EMEA who were searching for and booking flights and hotels across the world's largest airlines, OTAs, and travel metasearch websites.
The campaign continued targeting these travellers through to their outbound flight date, maintaining presence throughout their travel planning journey.
This sustained engagement reached travellers when they were most likely to need and purchase foreign currency services.
By connecting with the audience during the natural currency exchange consideration window, Navigator enabled direct customer acquisition at scale while bypassing expensive comparison sites.
Navigator ran a number of split tests for both audience segmentation and creating optimisation to ensure that campaign performance was optimised.
Once Navigator found out what was winning, they were able to scale the campaigns and reach the brand's high performance expectations.
Now always on, Navigator is achieving these results consistently throughout the year.
The Results
9.7x
ROAS, delivering profitable growth.
CAC
Lower customer acquisition costs than their own Google Search campaigns.
Direct
Direct customer acquisition bypassing expensive comparison sites.
The Conclusions
Moving away from highly competitive marketing channels such as Google Search, while still being able to reach your potential customers at scale and at the moment they're in-market for your product or service, leads to lower acquisition costs and impressive results.
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