To achieve this, a scaled approach to localise search campaigns was implemented. KLM used Google’s Campaign Translator service together with the AI technology of Responsive Search Ads (RSA) to be relevant to every future customer in 22 different languages. In a joint effort with iProspect (one of KLM’s digital partners) the roll out of Responsive Search Ads was implemented in 75 markets utilizing the automation tool iActivate.
By using automation, we were able to roll out Responsive Search Ads in just four weeks for KLM. This includes translations to 22 languages and creating over two million ads with dynamic elements like price, flights per day and flight specific content like information about the board crew and what kind of drinks and meals are served. With RSAs, we can now leverage the strengths of Machine Learning so that the best combinations of specific ad elements are shown depending on the user, device and search term.
