Are you reaping the rewards of SEM?Our healthy obsession with data is what helps give us an edge in paid search. We collect data, trends, and insights like seashells on the beach, using our findings to set appropriate bidding strategies, link up the right technologies to search, and enhance campaign automation. We’ve also helped steer the consumer journey for a number of travel brands, so we know that:
- Location is key, especially when consumers are searching for flights. This could include the user’s current physical location (departure city/airport) or his or her desired destination.
- Holidays, on the other hand, tend to be more destination-focused, with consumers looking for a good package deal that has the highest perceived value for the lowest price point.
- Precision is vital when it comes to keyword targeting—and that involves both the exact keywords and the correct order of those keywords. Think: “London to Paris” vs. “Paris to London”.
- The deliberation stage can be quite long. With plenty of browsing and comparison-shopping happening, your brand should be visible at all stages of the consumer journey. Sales could occur at any moment and on any touch point, which is why remarking is invaluable here.
- Flight and holiday searchers alike tend to be price sensitive. We have noticed that promotional sitelinks, like Boxing Day or Black Friday offers, tend to have a immense impact on results—and with PPC, you have the flexibility to reach the right audience at the right time with the right message.
- PPC also provides you with the opportunity tailor your messaging to seize seasonal travel peaks, such as Spring Break. This includes promotional sitelinks and ad groups targeting seasonal terms (“Spring Break holiday deals”).
- The travel industry is a competitive arena, but smart bidding strategies that that account for time of day can help control spend and garner big results. Consumers tend to do all of their research and booking at the same time: at lunchtime, in the evenings, and on weekends.