Leading agency C-K’s client, Spirit Airlines, has delivered affordable, high-value flights for over three decades. Their commitment to value and customer-centric services allows Guests to venture further and travel more often than ever before. Spirit Airlines sought to expand its customer reach and achieve an even higher return on ad spend (ROAS) on their programmatic media efforts.

C-K’s challenge was twofold. First, they needed to develop a strategy to effectively reduce Spirit Airlines’ cost per acquisition (CPA) at both the advertiser and route levels. However, they needed specific and nuanced Display & Video 360 (DV360) knowledge and technical Python coding expertise to achieve this.

Second, the agency had to manage multiple campaign goals specific to each route, which made acquiring adequate data for efficient modeling challenging. The team needed a durable solution to help accurately drive customer actions, such as booking confirmations, and optimize the entire conversion funnel.

To lower CPAs and drive higher ROAS for Spirit Airlines,
C-K collaborated with Adswerve to harness the
power of DV360. This partnership was instrumental in
developing a custom, robust solution utilizing one of
DV360’s most sophisticated features, Custom Bidding.

Adswerve partnered with C-K to:

• Develop a custom algorithm: We used DV360’s Goal

  Builder to devise a custom algorithm to drive lower

  CPAs at the advertiser level.

• Implement A/B testing: We tested the Custom

  Bidding IO against a Fixed Bid IO for direct

  performance comparison.

• Augment skills: Adswerve’s Python and Google

  Marketing Platform experts helped train, support

  and advise throughout the entire process.

Leveraging Custom Bidding for Spirit Airlines, C-K
produced immediate and significant results. The
strategy’s success was evident in the dramatic
improvement of key performance indicators, including:

• 149% increase in conversions
  
  
• 1.5x increase in ROAS

Future plans include developing a custom script with
u-variables for specific route CPA performance and
exploring more granular optimization strategies for
media purchasing and allocation, ensuring sustained
growth and an even higher ROAS for Spirit Airlines.