#thinkppc Four Must-Have Tactics For Travel PPC HOSTED BY:
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Four Must-Have Tactics
For Travel PPC
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Presenters
• William Larcom
– Production Associate at Hanapin Marketing
– Blogger on PPC Hero
– @Will_Larcom
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.
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Live Poll Question #1
How do you manage your PPC account(s)?
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a) I’m part of an in-house PPC team
b) I do all the marketing including PPC
c) I work with an agency
d) I’m a consultant
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Agenda
• Background
• Geo-Targeting
• Embrace Your Value Props
• Adjust For Seasonality
• Remarketing
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Setting The Scene
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Background
• The new “travel agent”
• 60% of leisure and 41% business travelers make their own arrangements, generally via the internet(Amadeus)
• Internet travel booking revenue has grown 73% over the past 5 years(Statistic Brain)
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Geo-Targeting
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Geo-Target By Gateway
• While tourism is destination based, travel is driven by origin
• Increased budget control
• Easier to optimize around geo-targeting, day parting, ad messaging, and other gateway specific variables
• Deliver applicable messaging to unique markets
• Accrue relevant, organized, and actionable data.
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Geo-Target Without Limiting Reach
• Issue: travelers sometimes book outside of their local market
• Create complimentary national campaign
• Target national traffic with keyword language that includes both destination and origin
• Exclude location targeting utilized in original campaign
• Traffic and conversion rate may be lower, but coverage is extended beyond traditional markets with fairly low risk
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Embrace Your Value
Props
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Highlight Unique Value In Ad Copy
• Extremely competitive market
• Embrace the strengths of your service
• Examples: Flight search from one 2016 HeroConf location to the other
• Bonus points: coordinate with client regarding gateway specific persona data and tailor messaging accordingly.
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Prepare For Seasonality
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Adjust For Seasonality
• Seasonality is the name of the game with travel
• Construct flexible budgets to anticipate shifts in demand
• Historical business data via Analytics and AdWords should help provide a glimpse of trends fluctuations
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Adjust For Route Changes
• Continually communicate with your client on route changes and specific gateway needs
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Adjust For Current Events
• While seasonality is the main driver of demand changes, current events retain a high impact
• Increases in demand such as new attractions or prominent events
• Decreases in demand such as health scares or highly publicized tragedies
• Remain aware of the marketplace as a whole
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Remarket Like A
Champion
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Execute A Remarketing Strategy
• According to Eye For Travel anywhere from 25-60% of an audience is lost with each click in a path to purchase
• 92% of visitors will never return to a given website before their final purchase
• Create custom audiences based upon destinations
• If traffic is sufficient, utilize city pair audiences(origin plus destination)
• Remain cognizant of the selling cycle of your product and adjust membership length of audiences accordingly
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Live Q&A Time!
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Have more questions?
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• Webinar Feedback: [email protected]
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Thank you for attending our webinar! #thinkppc