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PAID SEARCH IN THE TRAVEL SECTORJIM BANKS
GLOBAL HEAD OF BIDDABLE MEDIA
CHEAPFLIGHTS
”
“3 Golden Rules for travel paid search
@jimbanks #FOS16
IF YOU RISK NOTHING..
• Always be testing hypothesis
• Always seek out new betas
• Don’t be afraid to make mistakes
@jimbanks #FOS16
BE A NINJA
• Don’t be obvious – Don’t name your Campaigns –“Top 10 keywords” unless you are throwing your competition a curve ball
• Use the human factor – Man will win over machine, every time.
@jimbanks #FOS16
@jimbanks #FOS16
ZIG VS. ZAG
• Don’t do something just because Google or Bing says so (NSS)
• Dynamic Keyword Insertion (DKI) can be great… or horrible
• Use dedicated PPC landing pages – Strip it down
• Don’t just import Google to Bing and think you are done
@jimbanks #FOS16
@jimbanks #FOS16
THE ANOMALIES OF PAID SEARCH FOR TRAVEL
• The biggest competitor for travel advertisers is Google
• Typical best practise techniques for paid search don’t apply
• The value of the “head” terms is huge
• Most advertisers lose money – so having strong SEO is vital
• Brand bidding is a pandemic
• The halo effect of organic and paid together is greater in travel than other sectors
@jimbanks #FOS16
@jimbanks #FOS16
@jimbanks #FOS16
@jimbanks #FOS16
@jimbanks #FOS16
@jimbanks #FOS16
@jimbanks #FOS16
@jimbanks #FOS16
@jimbanks #FOS16
@jimbanks #FOS16
@jimbanks #FOS16
HOW TRAVEL SEARCH USED TO BE…..
I want to go somewhere
Book tickets
TRAVEL SEARCH IN 2016….
Desire
Research
BookExperience
Depression
SO WHICH OF THOSE 419 ARE THE MOMENTS THAT MATTER ?
@jimbanks #FOS16
B2C OR B2B
• B2C typically 2-3 vacations a year
• B2B typically 2-3 vacations a year & a number of business trips
• Both increasingly involve mobile as facilitators in the decision making process
@jimbanks #FOS16
NUMBER 1 AIM OF ALL TRAVEL ADVERTISERS
Reduce dependency on Google
@jimbanks #FOS16
WHAT WORKS
• Cross promotion – Flights to hotels, flights to car rental
• App promotion – Universal App campaigns
• Day-parting – 168 hours a week
• Weather
• Device modifiers
• Location targeting
• Form Factors – iPhone 4 vs. iPhone 6S
• Value Track Parameters
• Labels
@jimbanks #FOS16
WHAT DOESN’T WORK
• Review extensions
• Bid management tools
• Extensions generally
@jimbanks #FOS16
WHAT MIGHT WORK
• Comprehensive sitelinks
• The human factor
• Local knowledge
• Campaign based activity
@jimbanks #FOS16
THE TROJAN HORSE
MOBILE / APP STRATEGY
• More than average number of visits via mobile
• Less friction to get to search results
• Personalisation
• Track activity cross-device - UID
• NO dependency on search
@jimbanks #FOS16
COOL THINGS
• Ad customizers
• DSA
• Facebook to Google & Google to Facebook
• Bing
• Remarketing
• Custom Audiences from List
• Behavioral segmentation@jimbanks #FOS16
AD CUSTOMISERS
@jimbanks #FOS16
DSA (DYNAMIC SEARCH ADS)
@jimbanks #FOS16
@jimbanks #FOS16
@jimbanks #FOS16
CUSTOM LOOKALIKE AUDIENCES (TIERED OF COURSE)
@jimbanks #FOS16
SUMMARY
• Paid search in travel turns best practice on it’s head
• It’s almost entirely moving towards apps and mobile web
• It’s becoming almost entirely pay to play
@jimbanks #FOS16
THANKS
[email protected]+1 347 674 5789@JIMBANKSHTTP://WWW.LINKEDIN.COM/IN/JIMBANKS