Staying competitive in a mobile world
A trailblazer and leader in the online travel space for more than 15 years, Priceline.com’s marketing team connects advertisers like airlines, hotels, and car rental companies with high-value travelers to drive transactions. Since its inception, the company has used Google Ad Manager to serve ads and monetize its online properties.
As consumers continue to shift to mobile, Priceline wanted to capitalize on the global trend and grow advertising revenue.
Our clients were looking to reach an increasingly mobile audience, and we looked to Google Ad Manager for the right technology to meet our ambitious goals.
, VP Online Marketing, Priceline.com
Working closely with the Google Ad Manager team, Priceline adopted a two-pronged strategy. The company used Google Ad Manager to segment its audiences. The company then used Google Display & Video 360 and programmatic buying to better connect with those audiences off of Priceline’s network.
When it all clicks
Many of Priceline’s advertisers were looking for very specific inventory. Airlines, for example, want to reach consumers who are in the market for flights. If a consumer researched a flight on Priceline but didn’t complete the transaction, Priceline would’ve lost the opportunity to drive conversions for its airline partner.
Today, things are different. Priceline can segment in-market flight seekers more effectively in Google Ad Manager and extend its reach to those audiences. That way, the airline partner’s messages get to users programmatically, via all user touchpoints, and even outside Priceline’s network with Display & Video 360. The result is increased conversions for Priceline’s advertising partners.
Driving ROI for advertisers
As mobile use continues to grow, Priceline now has a robust program to drive advertiser ROI, which is critical in an increasingly competitive online travel market. Thanks to a refreshed strategy from Google Ad Manager, Priceline is meeting the changing needs of its advertisers, and the company is more efficiently reaching high-value audiences at the right time, with the right message.