Travel is the third highest industry in terms of PPC spend on Google. What’s more, the spend on digital travel is increasing year on year and doesn’t look like stopping or slowing down. As mentioned in our blog on luxury travel trends, customers want to create their own unique holiday with their own choice of flights, hotels and activities. Doing it digitally is the easiest way for them to do it. This is backed up by Google, who have reported that over 80% of travellers begin their holiday plans online.
For anyone who is managing a travel digital marketing account, it is important to ensure you get the best out of your campaign.
Correct Keyword Management
There are so many travel websites out there, it’s important to try and get yourself ahead of the competition.
There’s nothing more frustrating to someone searching for a specific holiday to see ads that have different information to what they searched for or an ad that takes them to an irrelevant landing page. This is where the importance of a well thought out and planned keyword structure comes in. Spend a bit more time planning the structure on the initial set up phase of the account. This will ensure customers see only the relevant ads and landing pages for any travel query they search. This also contributes to a better quality score, which contributes to a lower cost per click.
Over half of the travel website traffic goes to the top 10 travel websites in the world. Also, over a third of that traffic comes from searches.
Because of this, it is important to have a strategy to target competitor keywords. This will help gain awareness of your business and could lead to more enquiries from customers in the research stages.
Your competitors could be bidding on your branded keywords. It is a good idea to make sure you are too or you could lose out on traffic from people who are searching for your company.
This is not an industry-specific good practice, but the stats in this specific industry mean its something you should focus on.
Our digital marketers are experts in the travel industry, as well as several other industries. Feel free to talk to us if you would like some information on PPC for the travel industry.