Case Study: Kristeligt Dagblad reduces brand search waste with Precis Digital

Kristeligt Dagblad - Customer Case Study

Kristeligt Dagblad, a Danish newspaper with both online and print editions, worked with Precis Digital on search advertising. The main challenge was high spend on paid brand keywords, driven by many existing subscribers searching for the brand and clicking ads, which created a lot of non-converting traffic.

Precis Digital solved this by using a DataLayer event and Google Analytics custom dimension to identify current subscribers, then publishing that audience to Google Ads and excluding it from branded keyword campaigns. This reduced wasted spend and improved performance: conversion rate increased by 29%, CPA decreased by 20%, clicks rose by 9% while impressions fell by 17%, CTR improved by 11%, and brand keyword spend dropped by 6%.

Kristeligt Dagblad

Sandra Sveinbjørnsson

Head of Marketing