Ebookers outsources PPC buying

Pay-per-click specialist Efficient Frontier has won the high-profile ebookers paid-for search account following a successful trial for the online travel agency in Ireland.

The US-based agency has worked with ebookers for a number of months in Ireland, using its automated bidding system, but has now won the full account.

Until now ebookers had used a manual, rules-based process in-house. It is hoped the switch to an off-site agency will allow allows both higher traffic volumes and better visibility of campaign spend and likely revenues.

UK & Ireland managing director Ciaran Lally said: “Efficient Frontier provides us with great forward visibility into campaign performance.

“Their technology enables us to make key seasonal decisions about the value of increasing spend to meet moving goal posts. They have a strong client services team and their rapid reaction to our changing objectives is hugely advantageous.”

The deal marks a period of strong growth for Efficient Frontiers since it launched in the UK in the summer of 2006.

The California-headquartered company already works with ebookers parent company Orbitz in the US and for Expedia in some non-UK territories.

Efficient Frontier also handles PPC for Hostelbookers and Travelzoo.

David White, general manager of Efficient Frontier in the UK, said: As the first major online travel agent website, ebookers’ search strategies are fundamental to its business model.

“We take it as a massive compliment that they have selected Efficient Frontier’s optimisation technology as their solution of choice.”

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