805
Total room nights increased YoY
805
Total room nights increased YoY
45%
Non-brand room nights increased YoY
45%
Non-brand room nights increased YoY
170%
Mobile room nights increased YoY
170%
Mobile room nights increased YoY
Scandic Hotels was searching for a partner to help them reach their aggressive growth targets. Precis came in and took search to a new level, focusing on mobile, and utilising advanced bidding tools.
To support Scandic Hotels in a highly competitive market, Precis restructured their paid search accounts and tailored bidding strategies by device to better reflect user behaviour. We placed a strong emphasis on mobile, identifying it as an underutilised growth area, and ensured campaigns were optimised for performance across all platforms. By leveraging our proprietary bidding technology and applying data-driven attribution, we expanded keyword coverage and improved channel coordination, helping Scandic strengthen their digital presence and drive more efficient bookings.
Don’t underestimate the power of mobile
A lot of our focus was put onto mobile which was underutilised when Precis took over. The top conversion path was mobile → desktop, so by embracing cross-device conversion and switching to data-driven attribution within Google Ads we were able to gain more credit for mobile campaigns.
Finding synergies between channels
When developing the paid search strategy, emphasis was put on testing and analysing paid search performance in relation to other channels, such as organic search and OTAs presence on the SERP, in order to find the right balance. Taking a larger share of the hotel search category and increasing customer bookings in Scandic´s owned channels were key to achieving cost-efficient growth.
Proprietary technology
Our own bidding technology is one of the key factors. Paired together with automated processes that help us expand the accounts with more keywords, it becomes unrivaled in reaching the target set.
With Precis as a partner, we did not only see fantastic growth in the business results, but also an agile way-of-working where data-driven decisions and self-learning tools are fundamental.
James Perrott
Performance Marketing Manager
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