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All other company and product names may be trademarks of the respective companies with which they are associated.
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GoEuro increases click-through rate on mobile
by 87% in Great Britain with price extensions
as well as total conversions by up to 115%
The travel platform GoEuro was one of the first providers to use price
extensions for mobile AdWords. This enabled the company to increase click-
through rates for selected adgroups by 87% in Great Britain and Ireland and
increase the conversion rate by 15%. This resulted in growth for total
conversions in these Adgroups of up to 115%.
The best means of travel for every trip
GoEuro is a travel platform that allows customers to find and book trains,
buses and flights across Europe. Partnering with over 500 European transport
operators, GoEuro is revolutionising the travel planning experience, providing
customers with more choice, transparent pricing and easier booking on a
single website and App. The travel startup founded in 2012 is headquartered in
Berlin with over 180 employees from 40 different countries.
Mobile searches were unable to offer all travel options
The travel platform leverages the power of Google Adwords in order to scale
it´s user base. The control and management of offers run automatically, as
hundreds of thousands of possible travel combinations are advertised. Mobile
searches have since overtaken desktop searches. Mobile searches come to
around 65% on individual markets these days. Targeted mobile advertising is
therefore also becoming increasingly important. However, GoEuro has not
been able to offer the entirety of its various travel options in a differentiated
way in the paid-for search ad format to date.
Case study | GoEuro
The company
GoEuro is a travel platform that allows cus-
tomers to find and book trains, buses and
flights across Europe, eliminating the need
to visit multiple websites.
• www.goeuro.de
• Berlin
• 180 employees
The Goals
• Improved mobile performance
The approach
• Use of price extensions
The results
• Improved illustration of offers
• Click-through rate: plus 87%
• Mobile conversion rate: plus 15%
• Conversions in adgroups with price
extensions: plus 115% in total
“We noticed positive changes
immediately and were extremely
surprised to see these good figures.”
Ciaran Murray, Head of SEM
GoEuro
Simplified illustration of offers without price
extensions

2. © 2016 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc.
All other company and product names may be trademarks of the respective companies with which they are associated.
google.de
Mobile advertising with price extensions
“The illustration of differentiated offers in the search ads only became possible
for us with the introduction of price extensions,” explains Ciaran Murray, Head
of SEM at GoEuro. “This display method gives the user a clearly improved
impression of the various products we offer.” Price extensions will now be used
on the English-speaking markets of Great Britain and Ireland.
Mobile conversions increase up to 115%
“We noticed positive changes immediately,” says Ciaran Murray. „The increase
in mobile click-through rates for adgroups with price extensions was 87%.” But
that was not all, as GoEuro also saw a moderate increase of 15% in the mobile
conversion rate. This means though “that conversions for the relevant
adgroups within the mobile area increased by a total of 115%.” GoEuro‘s Head
of SEM is “completely satisfied with price extensions. Price extensions allow
us to dominate the mobile search results page while also allowing us to give
people a great sense of everything we have to offer as a product. We are
therefore eagerly awaiting its introduction on other markets, where we will use
it immediately.”
Price Extensions
More informationen:
https://support.google.com/adwords
“We are completely satisfied with price
extensions. They represent an
enormous improvement compared to
the previous situation. Price extensions
allow us to dominate the mobile search
results page while also allowing us to
give people a great sense of everything
we have to offer. We are therefore
eagerly awaiting its introduction on
other markets, where we will use it
immediately.”
Ciaran Murray, Head of SEM
GoEuro
Differentiated offer illustration with price extensions