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1Trivago .pdf


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CASE STUDY

trivago Sees More Clicks and Lower
CPAs in 50+ Markets with Dynamic
Search Ads
About trivago
Launched in 2005, trivago has quickly become one of the world’s largest
hotel search engines. Operating in over 50 markets in more than 30
languages, the company helps millions of people compare over 900k
hotels from hundreds of booking sites every day. While trivago used
AdWords to help establish itself as a top global brand for travelers in
2009 through traditional search campaigns, the company decided to
supplement this strategy to increase its search presence in both newer
and more established markets.

• trivago is one of the world’s largest
platforms for hotel searches.

• Dusseldorf, Germany
• www.trivago.com

Goals

• Establish trivago as a global brand for
hotel search

• Expand long-tail search coverage in all
markets at scale

• Drive traffic at a profitable cost-peracquisition (CPA)

Keyword coverage with relevant ads at scale
In 2015, trivago decided to investigate whether its original campaign
setup had overlooked potentially valuable long-tail search queries. In order
to claim meaningful search coverage in less developed markets, such as
Southeast Asia and South America, the travel brand needed to capture a
broad spectrum of new keyword opportunities. Trivago also knew that its
long-tail search queries required highly-relevant ads to drive conversions.
When travelers search for “what are the best hotels in new york city” or
“cheapest hotels in san francisco” they expect an answer that’s just
as descriptive.

Approach

• Create Dynamic Search Ads campaigns for
all markets

• Use category recommendations
• Use conversion-based automated bidding

Results

• Up to 140% higher CTR on search terms
for DSA vs. original ads

• Significantly lower CPAs for
established markets

• Significant conversion gains in
newer markets

© 2015 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product
names may be trademarks of the respective companies with which they are associated.

Dynamic Search Ads (DSA) offered trivago the automated solution it
needed to quickly and efficiently close keyword gaps and expand the
reach of its search campaigns. The product also automatically generated
longer, more relevant ad headlines for the company’s ads based on a
person’s specific search. By customizing its ad template to match its
recommended category targets, trivago was able to reach travelers with
the right ad, at the right moment.

Dynamic Search Ads deliver
Before trivago even set up its first campaign, DSA had already crawled
its website and identified its ideal category targets. The travel brand
then took advantage of those category targets and the search terms
recommended by the system to launch its first campaign. With DSA,
trivago’s ads were automatically optimized to appear for any hotel search
in markets where the website also had a relevant landing page—all
without the need to manage individual keywords or ads. As a result, the
company efficiently launched DSA campaigns in more than 50 markets
within weeks.
Trivago’s DSA campaigns delivered impressive results, especially in
developing markets. The brand saw up to 140% higher clickthrough rates
on ads from its DSA campaigns compared to regular search ads for the
same keywords. Newer markets also experienced a significant increase in
conversions, while more established markets saw CPAs decrease.

“DSA helped us easily expand our search
coverage in the hotel market at scale. Now,
we’re able to generate high-quality ads and
target them to customers more efficiently,
driving better CTRs, CPAs, and conversion
rates. The results have led us to make DSA
campaigns a core part of our online marketing
strategy, and we’re now optimizing them for
even better results.”
­—Maren Alke, Global SEM, trivago

© 2015 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product
names may be trademarks of the respective companies with which they are associated.


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