How Hotwire Succeeds In Mobile SEM

Succeeding in Mobile SearchAlex Otrezov

2

Hotwire SEM

>75%

3

Hotwire SEM

>70%

External Mobile Influencers

4

Adoption

Faster

Cost of Mobile Service

Screen size

SERP

Mobile Ad Revenue

1st Party Data/Attribution

11

1st Party Data

Cross-device Tracking

Attribution

Product

15

mWeb

App

App

Targeting

19

Granularity

Geo bid modifier:Tourist areas,

airports, etc +10%

Device bid modifier:

Mobile +20%

User intent bidding:“Last minute hotels”

– $1.5“hotels near me” -

$1.75“hotels san

francisco” – $1.7“hotels” - $1

Day parting bid modifier: 4PM-

11PM+5%

Demographics bid modifier:

Male +10%Age 30-25 +5%

RLSA bid modifier:Billing page+20%

Assisted Conversion Bidding

DTA0-3 +30%

21

Hotwire SEM

LTV

22

Hotwire SEM

App vs mWeb