AdPrecision strikes deal with Yahoo!

Search technology company AdPrecision has struck a deal with Yahoo! Search Marketing that will allow travel clients to constantly update ad copy on the search giant’s sponsored links.

The ESP system, developed by AdPrecision, will give clients the ability to strip product data from reservation or ticketing systems and convert it into relevant strings of keywords, including price, dates, departure point, destination and accommodation type.

It is hoped the new tool will benefit consumers as they will be able to enter multiple-word searches but retrieve highly detailed results from participating advertisers.

YSM European sales operations director, Leah Stitson, said: “We are now able to offer travel advertisers an efficient direct marketing channel to reach interested consumers and drive prequalified leads to their websites.”

Alasdair Cross, commercial director for Adprecision, said the use of relevant, targeted ad copy and keywords can reduce the amount of marketing spend on search engines.

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