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ebookers goes to Efficient Frontier

Online travel agent bids to improve volume and visibility of SEM campaigns

As of 25th, June, Efficient Frontier is bid managing ebookers’ entire pay per click (PPC) campaign, covering all of ebookers’ paid search activity on Google, Yahoo! and MSN. The deal replaces an existing manual, ‘rules-based’ bidding process with an automated system that accurately models the maximum cost per click (CPC) across thousands of keywords. This allows both higher traffic volumes and greater visibility of campaign spend and anticipated revenues.


Following a successful trial in the Ireland office, ebookers has decided to roll out the campaign across the UK. ebookers has employed Efficient Frontier’s bidding optimisation technology, but will continue to oversee the accounts and set goals, with bids being set by the system.


Ciaran Lally, Managing Director of ebookers UK explains, “Efficient Frontier provides us with great forward visibility into campaign performance. Their technology enables us to make key seasonal decisions about the value of increasing spend to meet moving goal posts. They have a strong client services team and their rapid reaction to our changing objectives is hugely advantageous.”


Rules-based systems force SEM agencies to take short cuts, such as managing keywords in groups, rather than individually. This fails to take into account historical search data, compelling agencies to take a trial and error approach to managing campaigns. Efficient Frontier researches the cost of every relevant bid position and automates the bidding process to ensure more effective PPC spending.


David White, General Manager  of Efficient Frontier says, “As the first major online travel agent website, ebookers’ search strategies are fundamental to its business model. We take it as a massive compliment that they have selected Efficient Frontier’s optimisation technology as their solution of choice.”

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For further information about, please contact:


Alexandra Marsh or Laurence De Bièvre

Pleon UK

London, England, U.K.

T : 0207 479 5656

E :


About, one of Europe’s largest online travel agents, prides itself on making booking decisions easier and providing honest and impartial advice to travellers.  It has origins going back 20 years and close relationships with leading travel suppliers of hotels and airlines.  It offers a wide selection of choice from over 80,000 suppliers around the globe, plus a number of car rental companies throughout Europe. sells a full range of travel products online and over the telephone through 24/7 call centres and through some retail outlets.




About Efficient Frontier

Efficient Frontier is the market and technology leader in providing Search Engine Marketing (SEM) solutions for leading global advertisers and agencies. Founded in 2002, Efficient Frontier pioneered the application of modern portfolio theory to SEM and today combines its core algorithms and bidding technology with comprehensive strategic and tactical services to manage more than $500MM in global search spend. The largest and most sophisticated advertisers and agencies partner with Efficient Frontier to achieve and sustain optimal return on investment and ongoing campaign growth and efficiencies in highly competitive and volatile search marketplaces. The company has 200 employees and is headquartered in Mountain View, CA with offices in New York, the United Kingdom, France, Germany, Hong Kong and India, and licensing partnerships in Japan and Australia. Efficient Frontier is a privately held company with funding from Redpoint Ventures and Cambrian Ventures. For more information, please visit and subscribe to the Efficient Frontier blog at

"Safe Harbor" Statement under the Private Securities Litigation Reform Act of 1995: Statements in this press release regarding Orbitz Worldwide Inc.'s business which are not historical facts are "forward-looking statements" that involve risks and uncertainties. For a discussion of such risks and uncertainties, which could cause actual results to differ from those contained in the forward-looking statements, see "Risk Factors" in the Company's Annual Report or Form 10-K for the most recently ended fiscal year.