Digital marketing specialists DC Storm teamed up with researchers from the maths department at Sussex University recently on a project to help companies get the best from their search engine marketing.
The research produced a formula to more accurately predict the impact of search ranking positions on click through rates.
It seems most travel companies currently guess the impact any change in ad rankings will have on click throughs and, if it works they put more money into it.
Applying the mathematical model will help them save time and money by making faster decisions as the formula tells them what the likely cost versus volume will be if their ranking goes from position five to position three and therefore whether it's a good idea to make the shift.
DC Storm commercial boss Lewis Lenssen said:
"It doesn't mean we can predict the future. It means the process is more reliable and more accurate."
The company worked with a large travel price comparison site to ensure the research was based on a wide range of destinations and key words.
The project was funded by DC Storm with the help of a grant from the South East England Development Agency.