152%
Increase in non-brand bookings
152%
Increase in non-brand bookings
148%
Increase in non-brand net revenue
148%
Increase in non-brand net revenue
79%
Increase in net ROAS
79%
Increase in net ROAS
Precis helped NOVASOL focus on high-impact marketing efforts and make intelligent advertising investments to generate home-market growth during the tourism industry’s massive corona downturn.
Over the past few years, the holiday home rental industry has been riding a wave of growth that, according to forecasts, would continue to rise. But the good prospects were quickly shattered when the pandemic reached Europe in early 2020 which shut down both borders and countries.
Following an unpredictable summer where online performance was very much demand-driven with week-to-week changes in European restrictions, Precis and NOVASOL entered the fall intending to take back control. To do so, the following goals were set for their paid search strategy:
- To hedge the cost of potential cancellations Precis aimed to increase in non-brand profit-ROAS compared to 2019 figures.
- Find new target audiences and take advantage of industry-wide decreases in brand preference by increasing non-brand bookings compared to 2019.
1. Keyword composition
In contrast to previously, the new travellers in the market had little to no brand preference, and Precis saw an opportunity to meet the younger and less experienced audience in particular and expand NOVASOL’s non-brand coverage.
2. Landing page selection
More inspirational landing pages were used to recognise the new audiences. Depending on how far in the decision-making process the potential customer was, landing pages were adjusted dynamically in combination with bidding, to make sure all browsers received content relevant at the given point in time. The account structure now revolved around matching customer intent and content and instead of keywords and landing pages.
3. Ad copy variants
Finally, Precis created new ad copy variants, each specifically addressing needs and potential concerns associated with travelling in a year of uncertainty, along with messaging addressing the reduced climate impact of domestic travel.
Precis has been an indispensable digital sparring partner for us for many years. They continuously challenge us in the things we do and have always been ambitious in helping us find the solutions that are best for NOVASOL. There should be no doubt that their ability to advise us and monitor the comings and goings in a market that was suddenly disrupted has been a key part of steering through a very turbulent 2020.
Jannick Christensen
EMEA Traffic Manager
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