Opodo picks The Search Works for pay-per-click brief

Opodo has appointed The Search Works to handle its search engine marketing account across all Europe markets.


The agency, which won the account following an eight-way pitch for the business, will run all pay-per-click advertising campaigns for the online travel agency.


Marketing will focus on the agency’s traditional base of flights as well as hotels and city break packages.


Opodo head of marketing Paul Treanor said: “Search marketing is largely about the people on the account and their individual expertise and The Search Works had the people with the most relevant travel experience in search.


“Travel is a complex industry with key-word weightings needing to be shifted regularly to fit in with calendar events and seasons, The Search Works’ team is uniquely able to manage this effectively from account director level right the way down to account management.”


The win for The Search Works follows a recent win to run search engine marketing for Lastminute.com brand HolidayAutos.


Deputy managing director Gavin Ailes said: “With our travel experience, working alongside companies such as Teletext, First Choice, EasyJet and Eurostar, we appreciate the importance of an advanced SEM strategy in driving sales through the online channel.”

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