Background
Visit Sweden runs paid search across several international markets and five languages, where relevant terms, search volumes and performance can vary significantly from one market to another.
As demand shifts, the keywords worth investing in shift with it, making it difficult to rely on a fixed view of what should receive budget.
Challenge
The challenge was keeping those markets current as search demand changed. Across five languages, Visit Sweden needed to continuously identify relevant search opportunities while ensuring the budget followed and delivering the strongest performance.
Getting all that done manually, across several markets, would require constant maintenance and full-time manpower, particularly as search volume and performance changed at different speeds.
Results
Together with WPP Media, Amanda AI continuously identified and generated relevant keywords based on performance and search volume, while reallocating budget as those signals changed.
Over the measured period, clicks increased by 12% while total cost fell by 32%, so Visit Sweden was generating more traffic from a smaller investment. That improvement continued further down the funnel, with CVR increasing by 64% while CPA fell by 63%.
The result was not simply more traffic or cheaper traffic in isolation. Visit Sweden increased the volume coming into the account while significantly improving what happened after the click, all at a lower overall cost.
