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Journey to better paid search ROI with this travel ad copy data
School's nearly out, and it's time for summer vacations. Contributor John Cosley shares data on what travel-related keywords and creative approaches are paying dividends for advertisers in the sector.
As spring has truly sprung and summer is just around the corner here in the US, many travel brands will be upping their game to capture the imaginations (and dollars) of soon-to-be vacationers searching for their next big trip.
Many travel brands will increase their PPC spend in June and follow up with another increase in July, so now is the time to prepare if you want to compete.
US travel sales online are expected to surpass $190M in 2016, according to eMarketer forecasts, with business spurred on by low unemployment and an increase in disposable income thanks to low gas prices and a strong dollar. With that increased spending power comes increased opportunity and increased competition, so marketers need all the help they can get, both to reach those consumers looking for vacation deals and to do so efficiently and with an excellent ROI.
That’s why data scientists at Bing (my employer) have been delving deep into our marketplace to better understand user behavior. We looked at a sample of approximately 300 million impressions, driven by 150 million ads across the travel sector, to understand what combinations of ad copy (titles, descriptions and so on) resulted in quality interactions between advertisers and consumers.
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