Booking.com, largest Google advertiser: Facebook hasn’t ‘cracked the code’ on direct response
Booking.com, the company widely acknowledged as the largest spender of advertising on Google.
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Moreover, search advertising on Google is incredibly competitive, and a
host of other travel and commerce companies are bidding up prices for
Google ads.
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Already, Priceline Group has spent heavily on other, more
industry-specific search engines, like TripAdvisor, Trivago, Kayak, and
EasyJet. But those, too, are limited in how much they can
help Priceline Group grow.
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Priceline Group is spending on international search engines like China’s
Baidu, Russia’s Yandex, Naver in Korea, and Seznam in the Czech
Republic.
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Booking.com is also spending dollars on brand advertising efforts,
including TV, but those dollars remain limited, at “north of $100
million a year,” according to Huston. That pales next to the $2.6
billion in Booking’s digital advertising, most of which is direct
response.
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But now Booking.com is redoubling its efforts to find other channels that work for performance marketing.
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Booking.com is using Facebook’s “Book Now” link ads to drive reservations.
The “Book Now” ads, similar to the more popular “Shop Now” ads, show up in a user’s Facebook news feed.
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But these efforts, said Booking’s Huston, are still in the genre of
retargeting and remessaging, and are inferior to the intent-driven ads
he’s looking for.
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