NOVASOL – Driving domestic performance during the pandemic
152%
For the Danish market Q4 2019 to Q4 2020.
148%
For the Danish market Q4 2019 to Q4 2020.
79%
Non-brand net revenue per booking remained stable Y.o.Y.
Key initiatives
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.