Following our performance marketing strategy, we value so much to segment our

audiences because, looking at both our CRM and Google Analytics data we know that not all users act the same. So, Google Customer Match allowed us to take this segmentation approach a step further. It was new and it was the perfect opportunity enabling us to get deliver much more customised messages. To the this, we first mine our Pegasus' CRM data and then hash the data and automatically uploaded it to the system.

In order to increase our market share despite the competition, we customised search engine ads by our users’ buying potential and their past experience with Pegasus. We aimed at decreasing costs and increasing revenue on generic searches such as “flights to”, “airline campaigns” and “airline promotions”. To do this, we made use of our CRM data and Google’s Customer Match function. By using the Customer Match function and the email addresses in our database, we divided the users who search with keywords into three categories: those who are Pegasus Plus member, users who have bought tickets from Pegasus but are not Pegasus Plus members, and users who have not flown with Pegasus before.

Compared to the past generic campaigns in which same message was displayed to all users, we achieved:

13% optimization in cost of sales per unit

52% increase in conversion rate

12% increase in revenue per unit

32% optimization in campaign based click-through rates by using our own data-base and Google’s Customer Match function.

We wanted the whole world to know how much we rocked this, so we released our Google Case Analysis with our results and won a Golden MIXX Awards in Turkey, in Search Engine Marketing category.