Case Studies

Flying High: ITA Airways among the first to use new SA360 Templates for Campaign Automation

4 min read

Published on August 3, 2023

Travel, Leisure & Transport

Flying High: ITA Airways among the first to use new SA360 Templates for Campaign Automation

Context & Challenges

ITA Airways is a company totally owned by the Italian Ministry of Economy and Finance for the exercise of business in the air transport sector.

ITA Airways flies to over 100 destinations, serving 21 countries in 9 languages with prices, promotions and route availability changing on a frequent basis. The brand needed a solution to automatically apply these changes and dynamically display the lowest route prices in their ads. This is especially important in the United States, where the price in the ad must be the same as in the landing page for regulatory reasons. Moreover, JAKALA, needed a timely and safe way to manage the resulting complexity.

By uploading 14 feeds and creating 70 templates ITA Airways was able to increase ad coverage for each route – even the minor ones.

For its top US routes the brand saw that CTR increased by 89% and impressions grew by 113%. In addition, JAKALA estimated a 40% time savings in creating and managing campaigns.

Automating the complex route price management with Templates upleveled the digital marketing giving competitive advantage.

Using SA360 Templates helped more than double ad copy reach and effectiveness and led to an operational time savings of 40% – freeing up time for strategic management.

ITA Airways was one of the first advertisers globally to implement Templates in the new Search Ads 360 experience.

This feature helped them to fully automate campaign structure for each country thanks to feed information and customized rules.

This resulted in ads with increased relevance for each user showing origin, destination, and the related low price.

The strong collaboration between JAKALA and Google made it easy for the airline to become an early adopter, as we were able to build a cutting-edge solution for their client.