Increased return on the search marketing investment

Fritidsresor achieved a ROAS (Return on Advertising Spend) of 68 times the investment through specific keywords and ads that linked to relevant landing pages.

Challenge

Fritidsresor in Sweden, part of the world’s biggest travelling group TUI Travel Plc, worked actively with their online marketing. Keybroker took over the search advertising, which previously had been handled directly by the search engines, at the end of 2007. Keybroker’s mission was to increase the number of online bookings to the lowest possible cost per booking.

Solution

As a first step, we defined the exact business goals that Fritidsresor wanted to achieve. Based on those goals, Keybroker ensured that the search campaign covered the wide range of products offered by Fritidsresor. The new structure increased the number of keywords and ads with links to specific landing pages. The improved relevance rapidly resulted in higher conversion rates.

Keybroker then started to work actively with keyword bidding strategies, portfolio management, advertising updates and also trying out new traffic sources. Besides providing search ads, Keybroker also handled banners on Google’s and Yahoo’s content networks along with other channels.

Keybroker and Fritidsresor set the maximum cost per customer level, a so called “threshold”. When Keybroker lowered the cost per customer below this value, the profit was split between Fritidsresor and Keybroker (the success fee). This way, Keybroker and the client had the same incentive to increase sales and lower cost per acquisition.

Results

Between November 2007 and July 2008, Fritidsresor achieved a Return On Ad Spend (ROAS) of 68 times the investment. Keybroker also succeeded to generate more online bookings. These bookings equaled 10% of the total number of travellers for Fritidsresor.

”Keybroker is a professional and client-focused partner. With a price model based on a mutual incentive, Keybroker always work towards improving our campaigns. Through an ongoing exchange of creative ideas, we are constantly moving forward, together.” Alexandra Dalström, Marketing Director, Sweden.

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