Scandinavian Airlines (SAS)

Agency: Browser Media Ltd

The Client

Scandinavian Airlines (SAS) is part of the SAS Group, which is the Nordic region’s largest listed airline and travel group.


The SAS Group offers air transport and related services from its base in Northern Europe. The Group also includes hotel operations with Rezidor SAS Hospitality.


The Brief

Working in partnership with Aqueduct , Browser Media was approached by SAS to discuss using paid search to drive online traffic and increase online ticket sales.


The brief was straightforward – drive as much targeted traffic as possible to help increase ticket sales on the website.


The Strategy

Initial budgets for the paid search activity were fairly modest, so Browser Media undertook extensive keyword research in order to identify the full range of keywords being used in relation to the routes being operated by SAS and to analyse which keywords would be likely to be the most cost effective.


A large number of campaigns were created on both Google and Yahoo! platforms and a fully outsourced PPC management service was provided. Consistent route-based ad groups are added to by sporadic micro campaigns to support new initiatives such as special far promotions.


Following the success of the early months, and demonstration that PPC can provide traffic that converts at a very high rate, Browser Media has worked with SAS to implement a robust analytics solution to ensure that all sales are tracked and true ROI calculations can be made, thereby ensuring that budget is continued to be used to best effect.


The Results

The paid search campaigns have been extremely successful and consistently deliver high levels of targeted traffic that converts at impressively high rates.


  • 50k+ targeted visitors per month
  • Double digit click through rates (CTR)
  • Consistently high conversion rates
  • £75 in revenue for each £1 spent on media budget


Pay Per Click