SMX München 2011

SMX (Search Marketing Expo) took place in Munich last week, this time in the Hilton Hotel Munich near Englischer Garten. Niels Jensen, Efficient Frontier’s own Account Director for Germany presented alongside Phillip Arnold from TUI Interactive on the panel "Search & Beyond". TUI is one of the largest travel brands in Europe with more than 10,000 hotels in its portfolio. The topic of the presentation was "The Adwords Strategy at TUI" and both presented insights and best practices from TUI Interactive’s Hotel Names Campaign. Efficient Frontier’s objective was to build up a search campaign for hotel names only, which are part of TUI’s hotel portfolio, without being over-reliant on TUI’s brand. 

Niels and Phillip discussed how the set up of the long tail was constructed and how the bid management for nearly 100,000 keywords was put into place. In addition, they discussed an A/B landing page test set up and how the dynamic ad copy was handled by Efficient Frontier. A key strategic decision by TUI Interactive was to replace the hotel pages of “Traveltainment” they used previously, with their own landing pages, in order to get better information to users.

Later in the presentation Niels and Phillip uncovered the results of the campaign. The overall Quality Score was increased to factor 7 and the key figures for the click through rate, conversions and return on marketing investment were increased substantially. On the whole, TUI Interactive is excited about the results they achieved with Efficient Frontier. Both Niels and Phillip were mobbed by the 80 strong audience after the presentation with many interesting questions which tells us that the topic was greatly received.