Travelzoo and Efficient Frontier, a provider of search engine marketing (SEM) solutions, have partnered to change the way Travelzoo manages and measures paid search advertising effectiveness.

Published: 10 Apr 2007

Travelzoo and Efficient Frontier, a provider of search engine marketing (SEM) solutions, have partnered to change the way Travelzoo manages and measures paid search advertising effectiveness.

In 2006 Travelzoo tapped Efficient Frontier for its patented Wall Street analytics-based technology to better manage the measurement and return of its paid search campaigns. The company previously employed the common rules-based approach to managing keyword bids. Using Efficient Frontier, Travelzoo deployed a portfolio approach to manage its keyword set against real business metrics, and adjust performance in real time based on current marketplace activity.

“As the world’s top publisher of travel deals we are constantly selecting, researching and testing these deals in real-time. We use many dynamic marketing channels like search to inform people about the great
deals available in our publications and on our website,” said Erik Qualman, Head – Marketing, Travelzoo North America. “Efficient Frontier’s portfolio management approach and sophisticated technology provide the optimisation and results we need. It is one reason why our subscriber base in the US is larger than the Wall Street Journal, USA Today and The New York Times combined.”

Ellen Siminoff, President and CEO, Efficient Frontier said, “Our SEM solutions helped elevate their keyword campaigns and actually drive measurable bottom line results.”

According to an official release, at the core of Efficient Frontier is its patented bid-management technology based on Wall Street trading algorithms. The technology uses advanced, statistical arbitrage decision-making processes to evaluate keyword options and determine the most effective bids based on an advertiser’s overall business goals. Unlike traditional rules-based solutions, Efficient Frontier’s scalable technology tests and predicts the highest return on all variations of keyword bids, factoring in match type, ad copy, landing page, geographic location, seasonality, time of day and more. The system then automatically selects the optimal bids, adjusting when market dynamics or business goals change, to create a reliable and consistently higher rate of return.