June 5, 2012 ICRE session "How to Turn Dynamic Inventory, Seasonality, and Promotions into an SEM Advantage" presented by Sachin Gadhvi of TicketsNow and Kenshoo CMO, Aaron Goldman.
When operating in a dynamic and seasonal environment like ticket sales, every minute counts in search campaigns. In many cases, in the time it would take to manually create a campaign, the inventory could sell out. That's why TicketsNow relies on paid search technology automation. Our speakers discussed the automated tools that can create campaigns and schedule actions to ensure ads reflect current availability and optimal merchandising. They also touched on best practices for managing paid search across multiple devices like computers, phones, and tablets.