American Airlines

Buy, gift, share miles




American Airlines “Buy, Gift, Share Miles” air miles loyalty programme (BGS) is an important part of the airline’s business. Its performance is heavily reliant on promotions, advertised through search ads. We needed to drive more conversions from these ads.

AA Airmiles 960x540

The Campaign

American Airlines targets existing members of its loyalty programme and customers considering purchasing air miles with limited-time offers (e.g. “Earn up to 10,000 bonus miles”).

Our insights showed that the majority of conversions usually happen at the beginning of the offer period then drop off severely.

To drive incremental revenue during the last seven days of the period, we incorporated a countdown widget into the headline text of the ad, counting down until the end of the offer. As time ran out, the urgency to sign up increased!


The countdown feature is now being rolled out across other American Airlines’ campaigns.

Conversions increased by
week on week.
Conversion Rate increased by
week on week.

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