Hotel website optimizes marketing program's local SEO efforts include a "robust" paid search marketing program and a sophisticated keyword bidding process that responds quickly to consumer travel patterns.

The online lodging provider recently announced that it is leveraging an online advertising management platform to further optimize its marketing efforts. has 85 branded travel websites nationwide, and the new service was chosen because it contains a customizable keyword bidding platform with sophisticated bid algorithms that enhance overall financial performance and accurately predict bids for "hundreds of millions" of keywords per night. The lodging company finds this important because of its focus on return-on-advertising-spend and customer "destination maps" on its websites.

"A customer's first experience with is often through our paid search marketing efforts," said Jon Armitage, senior director of global paid search at "We take great care to preserve that experience."

Search Engine Land reports that branded keywords typically have high clickthrough rates, despite the false notion that companies shouldn't bid on branded terms. Doing so will not only improve visibility, but quality score as well.