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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?

Contact Us Directly

• Webinar Feedback: marketing@hanapinmarketing.com

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Thank you for attending our webinar! #thinkppc