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New service refines pay per click
Steve Endacott’s Holiday Brokers is among the first customers for an advanced search engine listings service that returns exact holiday matches to search engine requests.
The service means that when consumers type something like “villa holiday in France in June” or “flights to New York on April 9” into a search engine such as Google, a sponsored ad comes back containing prices, dates, flights and accommodation details of the holiday for which they are searching.
The idea is that it returns a better quality of visitor to the website, maximising the value of pay-per-click marketing. The service is being launched by Adprecision, and has been tested by eight clients since December including Holiday Brokers. According to Adprecision the service has seen Holiday Broker’s online bookings increase by two thirds.
Called Adprecision ESP (Enhanced Search Performance), the service is offered for a monthly fee, which varies according to the number of keywords covered. Adprecision works with Google and Overture, which supplies sponsored listings to search engines such as Yahoo, Tiscali, MSN, Wanadoo and Lycos.
Adprecision commercial director, Alasdair Cross told TravelMole: “The consumer can search using more complex travel terms and get an ad result with actual prices and dates taking them direct to the booking page.”
According to Adprecision the service saves companies from manually generating keywords and writing individual ad copy for each keyword, instead Adprecision accesses the relevant company’s system for the latest prices and offers.
Report by Ginny McGrath
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