This is a recurring event: View all events in the series “Data Bites”
Speakers:
- Soraya Gofti – Director, Paid Search Operations at Expedia Group
- Rachel Meraro – Sr Manager, Paid Search Operations at Expedia Group
- Victoria Roginskaya – Sr Manager, Paid Search Operations at Expedia Group.
Abstract
Have you ever started your travel plans by searching on Google, Bing or another search engine?
Over time, traditional marketing has undergone a transformation, giving rise to what is now predominantly known as digital advertising.
Among the various acquisition channels in this digital landscape, search marketing stands out as a crucial component for the travel industry, serving as a means to connect travelers with their desired information and ultimately drive transactions.
This presentation seeks to illustrate the concept of search marketing, emphasizing the role played by keyword and ad copy relevance in efficiently attracting traffic and enhancing the performance of search campaigns.
Additionally, we will explore the application of AI-powered advertising solutions and their role in enhancing the relevance of keywords and ad content to optimize campaign effectiveness.
About the speakers
Soraya, Rachel, and Victoria lead Search Marketing Operations at Expedia Group. Their primary responsibility is to define and rollout Expedia Group’s Search Marketing efforts across its various brands and lines of business, aiming to reach a broader global audience and acquire valuable traffic for its websites.
This entails a deep understanding of the user experience on search engines and close collaboration with product and technology teams to build, develop, and optimize search marketing campaigns at scale.
In their roles, they particularly focus on refining keywords and creating compelling ad copies, collaborating closely with major search engines such as Google, Bing, Yahoo Japan, and Naver.
Soraya, Rachel, and Victoria began their careers in different industries such as Finance and Marketing before transitioning to the dynamic field of Search Marketing over 10 years ago.
They initially joined Hotels.com, where they held multiple roles within its search marketing team before expanding their scope to support all Expedia Group brands.
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