Digital Marketing Monthly

Report

SEO
Search engine optimization is
the process of improving the
quality and quantity of website
traffic to a website or a web
page from search engines. SEO
targets unpaid traffic rather
than direct traffic or paid
traffic.
Remarketing
Remarketing is a paid
marketing tactic allowing us to
serve ads to individuals who
have previously visited our
website or engaged with our
content on a social channel.
Role of Digital Marketing in Ethiopian airlines
Digital marketing
Channels
Email/CRM
Email marketing is the act of
sending a commercial
message, typically to a group
of people, using email.
Analytics
We use analytics to measure
and track website and app
performance.
Aggregators
Aggregators collect results
from travel sites and list them
in one place for easy
comparison shopping. And the
final booking occurs in our
website.
CRO
CRO is process of increasing
the percentage of conversions
from a website or mobile app.
CRO typically involves
generating ideas for elements
on your site or app that can be
improved and then validating
those hypotheses through A/B
testing ,multivariate testing
and UX enhancement.
Paid ad
It is an online advertising
platform where we bid to
display brief advertisements,
service offerings, product
listings, or videos to web
users. The ads can be placed
both in the results of search
engines like Google Search and
on non-search websites,
mobile apps, and videos.
Affiliate
Affiliate marketing is a process
where we pay publishers a
commission when they bring
conversion to our website.
Business Units
ET Website
The responsibilities and duties of
digital marketing include creating Mobile App
effective and cutting-edge digital
marketing strategies that use PPC, Skylight Hotel
SEO, SEM, and other tactics to drive
visitors to the company's
ShebaMiles
website/app and raise awareness of
its products and services.
Ethiopian Holiday
Sheba Duty Free
Ethiopian E-visa
 Monthly Traffic Overview
ET Website Performance for December

Transaction
Users
2,655,04
5
13.77% s 2.16
%
10
1,108,79 Bounce 57,31 Conversion
Sessions 8 rate 9 rate

According to Littledata he average conversion rate for travel was Conversion rate is the percentage of sessions that resulted in an e-commerce transaction.
0.2% in 2022.
Session is the period time a user is actively engaged with our website. Bounce rate is the percentage of single-page sessions in which there was no interaction with the page.
 Monthly Traffic Overview
Mobile app Performance for December

Install
Users
s
4
minute
44.2% 0.56
%
10
Engagemen 359,00 81,506 Conversion
0 Retention
t (Android rate
only)

Retention is the percentage of users who returned to our app with the selected period of
Engagement is the period time a user is actively engaged with our app.
time.
Monthly Traffic Overview
Skylight Hotel Performance for December

Room
Transaction
Users Reservatio
15,242 21.09% s 0.57
%
10 n

10,333 Bounce 8 Conversion 7

Sessions 7
rate 7 rate
Monthly Traffic Overview
ShebaMiles Performance for December

Users Pageviews Signup

218,193 33.71% 01:3
0
10
129,620 Bounce 1,023,558 Time on 40,213
Sessions
rate page
Monthly Traffic Overview
Ethiopian Holidays Performance for December

Users Pageviews Lead

502
8
59.39% 01:3
4
10
408 Bounce 13,32 Time on 2
Sessions 8 rate 8 page 9
Monthly Traffic Overview
Sheba duty free Performance for December

Users Pageviews
31,06
3
68.63% 01:3
0
10
26,04 Bounce 68,68 Time on
Sessions 5 rate 6 page
Monthly Traffic Overview
E-visa Performance for December

Transaction
Users
136,78
1
33.58% s 18.92
%
10
68,95 Bounce 25,88 Conversion
Sessions 8 rate 0 rate
 Search Engine Optimization(SEO) Performance
Overview
• Search engine optimization is the process of improving the quality and quantity of website traffic
to a website or a web page from search engines.

Impressions
12.7 Million

Click through rate

1.06 Million

Average CTR
8.4%

Average position Impressions is the ratio of users who click on a specific link to the number of total users who view a search result and click on
it
23.1

CTR is the ratio of users who click on a specific link to the number of total users who view a search result and click on it. Average position the average ranking of our website URLs.
 Email Marketing Performance
Overview
• Email marketing is the act of sending a commercial
message, typically to a group of people, using email.

5.6
883,584 Opens
% Sent 4,269,750
Conversion
rate

24.2% Open rate Unsubscribe

rate 0.06%
Click
through
rate

Delivery rate 10.9

%

97.5
December top Email campaigns Flight Resumption

Ancillary products
campaign

Skylight New year

Campaign
Holiday
 Paid Ad Performance Overview

• Paid Ads is an online advertising platform developed by Google, where we bid to display brief
advertisements, service offerings, product listings, or videos to web users.

We have 19 Cos CP User Bounce PNR Net

accounts t C s rate1.2 Counts Revenue
$59,31 $0.16 356,78 641 $8,310,635.9
6 8 % 3 5

Conversion ROA GDS + Comm

rate3.27 S
$145.0 Saved
$580,540.0
Project Execution

No Project Name Description Status

1 Upgrade to GA4 For ET,Skylight,Ethiopian Holidays,Shebamiles,Sheba Started
duty free and Evisa
2 SEO For ET,Skylight,Ethiopian Holidays,Shebamiles,Sheba Started
duty free and Evisa

3 UX Enhancement For Mobile app,ET website and Agency portal On

progress
4 Resume Affiliate For ET website Not yet
program
5 Market To begin in house remarketing campaigns Started
automation
6 Open new paid To open new accounts that have high demand in other Planned
ad accounts regions ad
7 Campaigns Valentine, March 8, countries independence Planned
Thank you