{"id":4215657,"date":"2023-11-27T19:38:26","date_gmt":"2023-11-27T17:38:26","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/custom-data-platforms-to-scale-paid-search\/"},"modified":"2023-12-08T16:11:59","modified_gmt":"2023-12-08T14:11:59","slug":"custom-data-platforms-to-scale-paid-search","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-dk\/case\/custom-data-platforms-to-scale-paid-search\/","title":{"rendered":"Custom data platforms to scale paid search"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\n<\/a>\n\t\tExpedia\t<\/h2>\n\t\tCustom data platforms to scale paid search\t<\/h1><\/div>\n\n\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>\n\n
\n\t\n\t\tHundreds of millions of keywords.\u00a0

That\u2019s the volume you\u2019re dealing with when you\u2019re an organization like Expedia Group. Beyond simply managing campaigns, understanding their ROI can swing revenues and profits in either direction.\u00a0

Expedia called upon DEPT\u00ae\u2019s data team<\/a> to build a tracking and analytics solution to help their team manage their paid search initiatives.\u00a0\u00a0\t<\/p><\/div>\n\n
\n\t
\n\t\t\n\t\tScaling paid search\u00a0\t<\/h2>\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t\tThe Expedia Group (expedia.com, hotels.com, carrentals.com, vrbo.com, and more) faced challenges when scaling their paid search efforts. With millions of keywords, it took a lot of work to understand the value of certain keyword groupings, especially if there was an error in attribution during bookings.\u00a0

They needed insight into which keywords, where, and when contributed a positive ROI and which keywords cost them too much money.\u00a0\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t