A well structured, intelligently targeted and continually optimized paid search account is the cornerstone of a successful search marketing campaign. Partnered with advanced programmatic bidding technology, our strategy goes beyond basic campaign optimization to utilize machine learning to achieve maximum budget and revenue efficiency. GCommerce’s goals were to achieve an optimal return on advertising dollars spent while maintaining the promise to give every single hotel location representation through paid search traffic. These goals guided our approach to ppc campaign structure, budget allocation and ongoing paid search optimization. GCommerce knew the unique structure and budget at Vantage would benefit from smart implementation of programmatic, so we set out with the Vantage team to evaluate options. We knew that with the right programmatic bidding platform, we could achieve more efficiency out of their budget. Get the full story at GCommerce