Pinpointing improvement with OptiScore
Forenom, a leading Nordic serviced apartment provider, came to OIKIO in June 2017 eager to grow. The company serves over 200,000 travellers every year and offers 7,800 accommodations in all major Scandinavian cities.
The agency worked with Forenom to establish how they could use Search to help them achieve their objectives. “It’s not about one-way reporting, but rather discussing new ideas and exchanging information,” says Viherväs.
With constantly changing complex accounts, they chose the OptiScore Tool to monitor any opportunities that would help optimise on a day-to-day basis. The score gives a quick, estimated impact of the recommendation on overall campaign metrics.
OIKIO took their campaign management even further by building customised scripts of their own to optimise according to Forenom’s inventory levels. In addition, they used Smart Bidding to reach and understand the users more likely to book an apartment.
“We believe Smart Bidding benefits from having additional supporting automations to go along with it,” says Viherväs. By infusing the client’s backend data with Smart Bidding, they were able to create a more predictive model and bring in more reservations.
Forenom hit new records in paid search performance, with revenue from Google Ads increasing 112% YoY and ROAS by 71%.
“The insights OIKIO brings to the table are a big help when deciding what actions we want to take next,” explains Michael Huotari, Head of Web Sales at Forenom. “Being visible in search is crucial for our business, and together we continue to optimise for impressive results.”