Kayak enhances advertiser services

US meta search giant Kayak.com has launched what it claims is an industry first by handing consumers search parameters on individual ads running on its website.

The website, which is expected to attempt a serious assault on the European market later this year, said the contextual search facility will allow users to enter dates of travel, destination, origin and other travel preferences.

The development is targeted at the site’s 400 major advertisers, creating what is estimated to be around 16,000 active placements.

Executive vice president of corporate development, Keith Melnick, said: “Our goal is to provide advertisers with the highest possible ROI.

“The Kayak Network delivers consumer leads that convert up to six times higher than generic paid search,” Melnick claimed. “These new enhancements will further increase the attractiveness and quality of these referrals.”

The latest developments come at a busy time for the meta search engine ahead of its push into Europe later this year.

Recent developments also include enhanced functionality for hotel advertisers and others looking to target users in the car rental area of the Kayak site.

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