Abstract
There are many channels which can be used for advertising – Google Ads, Facebook, Google Hotel Ads, Trivago, some of which allow direct communication with a single person, while other only allow to advertise to groups of people. A typical booking process through Google Ads looks as follows: the hotel creates an ad (potentially a personalized ad), a potential client searches for a hotel in Google, the ad is shown to the user, the user clicks on the ad and is redirected to the hotel’s website, and there makes a reservation. As the advertiser pays per click, the proper measure of the ad/offer performance is the average value per click. The main problem solved can be stated as follows: design hotel clients segmentation techniques coupled with automated offer generation methods allowing to maximize the value per click from an ad campaign.
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