Back in 2011, Skyscanner’s main goal was to increase traffic to the site while hitting spend and ROI targets. In addition, it wanted to expand seamlessly into new markets and apply a better in-language and regional approach market-by-market.
Today, the challenge has evolved. Having used Kenshoo’s Portfolio Optimiser for six years to automate portfolio bid optimization, the team has continually delivered superior results. Now the challenge is to find new ways to remain competitive and be the first-to-market with the latest innovations, whilst continuing to maximize revenue from Search.
Kenshoo and Skyscanner have developed a true partnership. Skyscanner is invited to input into the Kenshoo Product Roadmap on a regular basis and the Client Success Team at Kenshoo ensures that they are always involved in new product betas that keep them first-to-market with new features and innovations.
For example, Russia is one of Skyscanner’s biggest markets and therefore Yandex is critical to its strategy. However, until 2016, all bidding on Yandex was managed manually by the Skyscanner team. Following a request to develop a more sophisticated bidding algorithm within Kenshoo, the teams worked closely together to develop this functionality. Today Skyscanner enjoys the same performance, time and efficiency savings from Yandex as it does from Google, via Kenshoo.
Similarly, following a recent overhaul of its Google Adwords campaigns Skyscanner has adopted Kenshoo Campaign Mirroring to replicate their campaigns onto Bing, again saving time and money and driving greater performance.
Since using Kenshoo Portfolio Optimiser on Yandex, the team has improved the efficiency of its Yandex search campaigns significantly. Whilst advertising spends increased by 14%, revenue actually increased by 23% YoY.
As for Campaign Mirroring to Bing, the results are encouraging in the pilot market (UK):
Founded in 2003, Skyscanner is a leading global travel search site with more than 50 million people using it every month to compare their flight, hotel, and car hire options. Skyscanner is available in over 30 languages. Following a competitive pitch against Marin Software and Adobe back in 2011, Kenshoo was selected to help Skyscanner automate, optimize and scale its search advertising efforts. Six years on, the two companies have developed a true partnership based on performance, efficiencies, trust, and innovation.
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