Marin Software has announced that Hotels.com will be using its platform to optimise its global paid search campaigns. Hotels.com is a leading provider of accommodation worldwide, offering travellers almost 140,000 properties in over 85 countries from national chain hotels and all-inclusive resorts, to local boutique hotels and bed & breakfasts.
Marin’s platform will support Hotels.com’s robust paid search marketing program, which includes hundreds of millions of keywords relating to the company’s services through 85 hotel-booking websites. Hotels.com decided to work with Marin Software due to the company’s flexible, customisable bidding platform and Marin’s outstanding service and support.
Hotels.com uses a sophisticated keyword bidding process focused not only on Return-On-Advertising-Spend (ROAS) goals, but also on the value of specific customer paths or “destination maps” within Hotels.com websites. The Marin platform supports Hotels.com’s complex bidding practices, by incorporating online and offline data into bid calculations.
Marin’s bidding solution provides Hotels.com search managers increased visibility and control over paid search performance, improving their ability to respond quickly to changes in consumer travel patterns. Marin’s sophisticated bid algorithms also deliver improved financial performance for the Hotels.com paid search program, accurately predicting bids for hundreds of millions of keywords each night.
In addition to Marin’s bidding capabilities, the Hotels.com team leverages the platform’s campaign management and analytics capabilities to realise workflow and reporting efficiencies. “A customer’s first experience with Hotels.com is often through our paid search marketing efforts. We take great care to preserve that experience,” said Jon Armitage, Senior Director of Global Paid Search at Hotels.com.
“Marin Software gives us complete control over the keyword bidding process, allowing Hotels.com to optimise campaigns on the go for maximum impact. By deploying Marin Software, Hotels.com can improve the performance of our paid search program and more effectively reach customers"
“Hotels.com is one of the most successful travel brands in the world, and much of that success can be attributed to the strength of its sophisticated online advertising programs,” said Christopher Lien, Co-Founder and Chief Executive Officer for Marin Software. “We’re looking forward to working hand in hand with Hotels.com to bring efficiency, optimisation, and critical insights to their global paid search programs – helping the company improve advertising ROI.”
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