How do well-known foreign airlines achieve dual optimization of ticket sales and costs through DKT’s automatic audience segmentation?
In the highly competitive aviation industry, how can we accurately capture high-end customers who “truly intend to travel abroad” and “value comfort” from the massive traffic?
With the full reopening of global travel borders, people’s imagination of “long-haul travel” has moved beyond simply arriving at the destination; it now envisions a high-quality sensory experience from the moment they step into the cabin. A well-known star airline has recently been actively promoting its direct flights from Taiwan to New Zealand, and its exclusively developed “Skycouch,” which allows passengers to enjoy a comfortable lie-flat sleep even in economy class, is a source of pride for the brand.
The challenge: How to accurately filter out invalid clicks in the highly competitive bidding market?
The cost of keywords in the aviation industry is extremely high. If the keywords are only targeted at a broad “travel” customer base, it will often result in excessively high cost per click (CPC) and poor conversion rates.
Solution: AI-powered intelligent bidding model + DKT dynamic keyword targeting
We have adopted a dual-core strategy, using AI’s computing power to replace manual adjustments and maximize advertising effectiveness.
1. AI-powered intelligent advertising bidding model
By using AI to monitor market bidding fluctuations in real time, the system automatically participates in bidding at the most appropriate time, ensuring that ads appear in the most relevant positions for potential consumers, while avoiding unnecessary premium expenditures.
2. DKT (Dynamic Keyword Targeting)
This was key to the success of the project. DKT technology can automatically scan users’ current search behavior and web page content, and dynamically match them with advertising slogans.
- Automatic audience segmentation: The system automatically identifies groups interested in “Southern Hemisphere tourism” and “honeymoon destinations”.
- Targeted delivery: When users search for or browse related topics, corresponding advertising materials are delivered instantly.
Delivery Strategy: From Wide-Area Development to Precise Catch-Up
[Initial Stage: Exploration and Data Accumulation]
We used CPC AI and DKT models for large-scale scanning. We didn’t just target “flight tickets,” but also included users with potential interest in the product, driving a large amount of high-quality traffic to the official website and laying the foundation for subsequent conversions.
[Mid-to-late stage: Remarketing and keyword optimization]
- Further marketing efforts: Increase the budget allocation for users who have visited the station or viewed information about specific cabin classes, and remind them to complete the ticket purchase process.
- DKT tag segmentation: Pair with highly relevant DKT keywords such as “honeymoon trip”, “New Zealand road trip”, and “nature travel” to continuously find new customers.
- Dynamic optimization: Achieving a balance between existing customer acquisition and new customer development, while continuously reducing CPC.
Remarkable Results: A Perfect Balance Between Quality and Efficiency
Marketing expert’s opinion: “DKT’s value lies in breaking the limitations of traditional keyword advertising. It doesn’t just passively wait for searches, but proactively understands consumers’ travel intentions.’ For the airline industry, which emphasizes experience quality, finding the right audience is far more important than getting a large number of clicks.”
Optimize your ad performance
知名外國航空如何透過 DKT 自動分眾，實現購票率與成本的雙重優化？
在競爭激烈的航空產業中，如何從海量流量中精準捕捉「真正有出國意願」且「重視舒適度」的高端客群？
隨著全球旅遊邊境全面解封，大眾對於「長途旅行」的想像已不再只是抵達目的地，而是從踏入機艙那一刻起，就開啟一場高品質的感官盛宴。某知名星級航空公司近期積極推廣台灣直飛紐西蘭的航線，其獨家研發、能讓旅客在經濟艙也能享受平躺睡眠的「空中沙發 (Skycouch)」更是品牌驕傲。
面臨挑戰：如何在競價紅海中，精準過濾無效點擊？
航空產業的關鍵字競價極高，若僅投向廣泛的「旅遊」客群，往往會導致點擊成本（CPC）過高且轉換率不佳。
解決方案：AI 智慧競價模型 + DKT 動態關鍵字定向
我們導入了雙核心策略，利用 AI 的運算力取代手動調整，實現廣告效益最大化。
1. AI 智慧廣告競價模型
透過 AI 即時監控市場競價波動，自動在最合適的時機點參與競標，確保廣告出現在潛在消費者最有感的位置，同時避免不必要的溢價支出。
2. DKT (Dynamic Keyword Targeting) 動態關鍵字分眾
這是本次專案成功的關鍵。DKT 技術能自動掃描使用者當下的搜尋行為與網頁內容，將其與廣告標語進行動態匹配。
- 自動分眾：系統自動識別對「南半球旅遊」、「蜜月勝地」感興趣的族群。
- 精準投遞：當使用者搜尋或瀏覽相關主題時，即時派發相對應的廣告素材。
投遞策略：從廣域開發到精準收網
【初期：探索與數據累積】
利用 CPC AI 與 DKT 模型 進行大規模掃描。我們不只鎖定「機票」，更涵蓋了對產品有潛在興趣的使用者，將大量高品質流量引導至官網，為後續轉換奠定基礎。
【中後期：再行銷與關鍵字深耕】
- 再行銷發力：針對曾進站、看過特定艙等資訊的使用者加強預算佔比，提醒其完成購票程序。
- DKT 標籤細分：搭配「蜜月旅行」、「紐西蘭自駕」、「大自然旅遊」等高相關性 DKT 關鍵字，持續尋找新客。
- 動態優化：在舊客導流與新客開發之間取得平衡，同時持續下修 CPC。
亮眼成效：品質與效率的完美平衡
行銷專家觀點： 「DKT 的價值在於它打破了傳統關鍵字廣告的限制。它不只是被動等待搜尋，而是主動理解消費者的『旅遊意圖』。對於強調體驗品質的航空業來說，能找到對的受眾，遠比拿到大量點擊更重要。」
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