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The Goals

  • Drive revenue gains
  • Reach target return on ad spend
  • Save time on bid optimization to focus on strategic work

The Approach

  • Select a group of search campaigns targeting the Norwegian market
  • Activate DoubleClick Search Smart Bidding with a return on ad spend target
  • Track performance over the course of a month and compare with manually managed campaigns

The Results

  • Improved return on ad spend by 13% in a month
  • Grew revenue by 147% in a month
  • Revenue and ROAS increased significantly more for Search campaigns with Smart Bidding than manually managed campaigns

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Published January 2018

Thon Hotels is one of Norway’s leading hotel chains with 69 hotels across Norway, six in Brussels and one in Rotterdam. The company wanted to maximize their return on ad spend (ROAS) for specific search campaigns, namely the top generic campaigns where they were facing a lot of competition. DoubleClick Search bid strategies would allow them to automatically set the optimal bid for keywords several times a day and adjust for mobile, location and remarketing performance. That would ensure a high level of optimization across thousands of keywords with minimal guidance, which was another goal for their agency specialists at iProspect Norway. They wanted to save time on bid optimization to focus on strategic tasks.

The iProspect team applied an automated ROAS bid strategy in DoubleClick Search to a group of search campaigns and tracked the performance during the test period in order to make a comparison against campaigns that were being managed without a bid strategy. In testing the new approach, the aim was to maximize revenue while hitting a specific ROAS target.

When the test period was complete, the results demonstrated that the ROAS bid strategy delivered a 13% increase in ROAS and revenue growth of 147%, which was significantly higher than the campaigns without a bid strategy.  “DoubleClick Search bid strategies have significantly improved the performance of Thon Hotels’ search campaigns while saving us time on campaign management”, affirms Martine Østvold, iProspect Performance Marketing Specialist. “We’ve invested that extra time to set up data-driven attribution and expanded the bid strategies to cover more search campaigns.” Looking to the future, iProspect is planning to implement a similar ROAS bid strategy in the other markets beyond Norway where Thon Hotels operates.

“We have expanded the DoubleClick Search bid strategies to cover all search campaigns in the account and combined it with data-driven attribution, and we continue to see great results. DoubleClick Search bid strategies gives us more time to focus on strategic planning and other ways to optimize our clients’ search marketing campaigns.”

— Martine Østvold, Performance Marketing Specialist, iProspect Norway

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