Kayak improves conversions for travel companies through advertising network
Travel search engine Kayak is enabling consumers to search its own content as well as content from lastminute.com and ebookers from its home page.
Consumers tick a box to say they want to search multiple engines and a new window is opened up enabling them to swap between screens and compare prices for flights and hotels.
According to Annie Wilson, Kayak business development director, Europe the company is also close to introducing a third partner along similar lines.
The additional content is part of the new Kayak Network advertising platform enabling suppliers to create and feature targeted advertising on the Kayak site. The platform enables advertisers to create their own campaigns based around a combination of dates, airports and destinations as opposed to key words.
The Kayak Network works so that a supplier’s advertisement only appears if a consumer searches for the specific dates and destination mentioned in the advertisement.
Kayak Network also captures all the information the consumer has given such as departure dates and passes it back to the travel advertiser so they can ensure potential consumers are automatically directed to the relevant web page.
Wilson claimed conversion rates with the Kayak Network are two to three times higher than current average conversion rates.
Kayak has also signed up LinkShare to manage its affiliate programme. The deal enables travel companies to register with LinkShare to have Kayak’s content included on their websites and receive revenue for traffic going through to Kayak.
by Linda Fox
Linda Fox
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