Technology for generating dynamic search engine advertisements, is now available for Yahoo! Search Marketing

November 16, 2006; 02:39 AM

With the development of this technology for Yahoo! Search Marketing Toading is able to deliver a comprehensive coverage of the search engines market. “Our ambition is to quickly expand the use of Toading to large online markets, such as the US and the UK,” says Mathijs van Abbe, CEO, “the ability to provide broad coverage is crucial for achieving that goal.”

Joost Hagesteijn, Sales Director Yahoo! Search Marketing for the Netherlands appreciates the collaboration with Toading: ”We expect that it will prove to be beneficial for both of us, especially on the longer term.”

Toading uses relevant and synchronized information from the sellers’ website to generate search term specific text advertisements. Entering the search terms “ticket London Amsterdam”, for example, will yield an advertisement that contains the real-time ticket price for a flight from London to Amsterdam. The ad is linked directly to the relevant booking page. This saves time, lowers the total costs per click and improves the ratio of conversion.

Van Abbe: “Toading is especially interesting for organizations with a large and frequently changing range of products. Toading’s fixed licence rate card benefits larger marketing budgets, maintenance costs are reduced, and less money is spent on ads with expensive keywords.”

Interhome, Europe’s largest holiday rental company, over the last year expanded its use of Toading for Google Adwords to four European markets: the Netherlands, Belgium, Italy and the UK. They also implemented the technology for Yahoo! Search Marketing, first in the Netherlands and the UK, but further expansion to other European markets is expected soon.

Jan Ottens, managing director of Interhome, the Netherlands: “The costs per click for general search terms was getting out of control. We had to make a conscious choice for improving return and relevance. Thanks to Toading we were able to deepen our marketing effort to regional and city-level targeting, thereby increasing relevancy for visitors looking for a specific vacation/holiday home. This resulted in a significantly higher conversion.”
KLM (Royal Dutch Airlines) recently decided to expand its use of Toading too. An intensive pilot campaign in Norway, although a relatively small market for KLM, has led to the further implementation of Toading, now including their main flight destinations from The United Kingdom.

Of course, Toading has applications beyond the travel industry. Any company with an extensive and frequently changing range of products can increase its targeting, and its effectiveness, by using Toading. Information and media company VNU business publications, for instance, uses Toading for its online career and recruitment database. And several prominent companies in the consumer electronics branch are showing a growing interest in the technology.