Aiming to provide the most relevant and up-to-date information for any given destination, Flygresor provides travellers with a flight tool to compare every route, airline and destination price around the world. In 2015 Flygresor began expanding, first to the Nordics and later to other international markets. Today it’s active in nine markets and growing steadily.
From a digital marketing perspective, Flygresor’s goal was to achieve the best performance possible with minimal manual input. Specifically, the company wanted to increase traffic to the site, drive sales and maintain cost per acquisition (CPA).
Global expansion made easier
To broaden their customer base and win new conversions, Flygresor adopted Smart display campaigns, a simple solution for managing the complex variables of display advertising. In this way, Flygresor could show ads in almost all formats across the Google Display Network while using automated techniques in bidding, targeting and ad creation.
Because Smart display campaigns quickly generated a lot of conversions in the Swedish market, making the decision to scale up was easy. Flygresor extended the approach to other languages and across markets, contributing to their expansion strategy. “The most important highlight of Smart display campaigns is the ease to set it up across a lot of markets – it’s a great product for an always-on approach on display”, says CMO Kristoffer Rengfors. “We’ve managed to scale out and grow as these campaigns run themselves. We would not have been able to grow as we have without it.”
Innovation and performance with less effort
In terms of efficiency and performance, the Flygresor team reveals that Smart display campaigns have driven better results than would have been possible through manual optimisation. “Smart display campaigns were spot on, a perfect fit for our marketing strategy”, Kristoffer explains. “If calculations and optimisations can be done in an automated way, we think they should be. With the time that’s freed up by using Smart display campaigns, we can spend time on innovation and solving business problems.”
If calculations and optimisations can be done in an automated way, we think they should be. With the time that’s freed up by using Smart display campaigns, we can spend time on innovation and solving business problems.Kristoffer Rengfors, CMO, Flygresor
Flygresor estimates the time saving amounts to 40 hours per week – equivalent to one full-time staff member. “We save huge employee hours and costs”, Kristoffer affirms. “We used to spend a lot of time on testing different ad variations, targeting and creatives. With Smart display campaigns, we free up time and resources. Going forward, we plan to use more and more automated display solutions with Google. It’s ideal for smaller and medium business to build presence and growth.”
As for the metrics, Flygresor has managed to achieve impressive results with limited resource investment. Smart display campaigns have produced a 44% lower CPA than other display prospecting campaigns, as well as a 67% higher conversion rate than mid-funnel campaigns. Overall, the data-driven techniques of Smart display campaigns have helped boost Flygresor’s return on ad spend (ROAS) by 250%.