Kayak announce new paid search platform

Kayak.com have announced the launch of the Kayak Network, a new paid search solution for the European travel sector. A number of high profile brands such as British Airways, KLM, lastminute.com and ebookers.com have already signed up to the service.

The new advertising platform is similar in many ways to existing Pay Per Click services, but the Kayak Network enables advertisers to target their marketing based on specific search criteria including destination city, origination city, trip dates, length of stay, specific airline/hotel/car brands and car type. Another innovative feature of the service is that the user's search information including destination, departure date and length of stay, for example, are relayed to the advertiser enabling them to offer tailored information rather than a static landing page. Kayak believe that this innovative approach will result in stronger click through rates and higher ROI.

Annie Wilson, Kayak Business Development Director for Europe, offered "The conversion rate is higher than other sites because Kayak Network provides advertisers with contextual search parameters and sends the user's search details such as dates of travel, destination and preferences to the advertiser. They can then use the information to create more relevant search results, thus increasing the likelihood of consumer purchase." More information is available from the Kayak Network.