Efficient Frontier, the leading worldwide provider of search engine marketing (SEM) solutions, and Travelzoo, a global Internet media company that publishes travel deals from more than 600 travel suppliers reaching more than 11 million subscribers in the U.S., U.K., Germany and Canada, have partnered to change the way Travelzoo manages and measures paid search advertising effectiveness. (5/14/2007)
In 2006 Travelzoo tapped Efficient Frontier for its patented Wall Street analytics-based technology to better manage the measurement and return of its paid search campaigns. The company previously employed the common rules-based approach to managing keyword bids. Using Efficient Frontier, Travelzoo deployed a portfolio approach to manage its keyword set against real business metrics, and adjust performance in real time based on current marketplace activity.
“As the world’s top publisher of travel deals we are constantly selecting, researching and testing these deals in real-time. We use many dynamic marketing channels like search to inform people about the great deals available in our publications and on our Web site,” said Erik Qualman, head of marketing for Travelzoo in North America. “Efficient Frontier’s portfolio management approach and sophisticated technology provide the optimization and results we need. It is one reason why our subscriber base in the U.S. is larger than the Wall Street Journal, USA Today and The New York Times combined.”
Unlike traditional rules-based solutions, Efficient Frontier’s scalable technology tests and predicts the highest return on all variations of keyword bids, factoring in match type, ad copy, landing page, geographic location, seasonality, time of day and more. The system then automatically selects the optimal bids, adjusting when market dynamics or business goals change, to create a reliable and consistently higher rate of return.
“Travelzoo is a great example of a company that sought more scale and performance than what a rules-based approach could provide,” said Ellen Siminoff, president and CEO of Efficient Frontier. “Our SEM solutions helped elevate their keyword campaigns and actually drive measurable bottom line results.”