The answer for Travelocity is to employ automated software that periodically validates all those half a million URLs, to make sure that they lead users to real, viable pages and also to keep a handle on the cost of linking PPC ads to dead landing pages. In this case, Travelocity went with the Watchdog platform from digital marketing solutions provider Kenshoo.

New in general release last February, the Watchdog software uses a proprietary algorithm to monitor search landing pages and URLs, sending alerts to Cifci’s team when pages are not live or when too many 404 redirect messages are encountered. The software is able to prioritize its monitor function so that the landing pages that are most critical to current marketing efforts such as paid search campaigns are checked first.
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