Russia-based metasearch engine AviaSales has been in the market for ten years, so has seen how the world of performance marketing and search advertising has evolved.
In particular, how brands have learned how to balance their spend on advertising on Google with other channels.
Such an overview includes how click prices change and what happens to traditional search engine optimization on Google.
The company has also figured out a way of tackling new markets, by adopting what it calls a “co-opetition” approach by partnering with other metasearch engines in a region.
Here, CEO Max Kraynov talks to PhocusWire during the Phocuswright Europe event in Amsterdam earlier this month, explaining how it views the complex world of search marketing and partnerships.