Comtec and AdPrecision agree search deal

Travel technology provider Comtec has signed a major partnership with search marketing specialist Adprecision to give clients high quality sponsored listings on search engines.

The deal will give travel clients the ability to generate search listings based on advanced terms such as price, star rating, destination and date on Google, Yahoo! Search Marketing, Cheapflights and price comparison sites such as Kelkoo.

Clients opting for the package will be able to load inventory into AdPrecision’s ESP system which in turn will send keywords and associated content direct to the search engines databases.

The deal was unveiled at an e-commerce forum hosted by Comtec at the National Motorcycle Museum in Birmingham this week.

Comtec product director Ed Whiting said: “Our partnership with Adprecision shows our commitment to improving the efficiency and profitability of online travel distribution for our clients.

“Through Adprecision’s technology, Comtec’s customers will benefit from fast and efficient product uploads into Google and Yahoo Search Marketing, saving time and improving conversion rates”.

Search marketing companies are using turning to more sophisticated methods to ensure sponsored links are relevant for clients, the forum of travel agents and tour operators was told.

Simple search terms such as “Dubai” are regularly costing around £3 per click for advertisers, whereas a longer string of keywords – that are arguably more useful to users – are far cheaper to buy, Adprecision’s commercial director Alasdair Cross said.

“Search engines are becoming an extension of the travel distribution process,” he added.

“By automatically converting Comtec data into search listings, travel companies can now easily improve both the quality and quantity of traffic and bookings generated via the major search engines”.

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