Monarch Airlines Case Study
Upcoming SlideShare
Loading in...5
×
 

Monarch Airlines Case Study

on

  • 611 views

Low cost airline jettisons search engine baggage ...

Low cost airline jettisons search engine baggage


The Challenge

Monarch Airlines needed to determine the keywords driving the greatest volume of users to its website and obtain a broad and incisive reading of its industry to ultimately streamline online search marketing use, and save themselves time and money.


The Solution

“We used the Hitwise Search Intelligence™ tools to analyse the percentage of brand terms versus generic flight terms and destination terms driving traffic to flymonarch.com over the year,” says Monarch’s Catherine Kite. “We then performed the same analysis on our core competitors and on the whole commercial airline market category,” Kite says.

Hitwise data gave Monarch Airlines the confidence to stop bidding on a whole portfolio of destination search terms which weren’t cost-effective enough for them. Hitwise allowed them to ensure they were not giving up keywords that were driving high traffic to their competition.

Statistics

Views

Total Views
611
Views on SlideShare
611
Embed Views
0

Actions

Likes
0
Downloads
2
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Monarch Airlines Case Study Monarch Airlines Case Study Document Transcript

  • Commercial airline jettisons excess online baggage!Using Hitwise Search Intelligence™, Monarch (www.flymonarch.com) gained an insightful readingof how the low-cost airline industry employed search marketing, and used this information toimprove campaign tactics.The ChallengeAware from Hitwise data that on average, 40 percent of web traffic to Hitwise at work:flymonarch.com comes from search engines, Monarch Airlines wanted toensure that any search term rationalization would not have a negative impacton the volume of traffic or bookings driven by search engines. Monarchtherefore needed to determine the keywords driving the greatest volume ofusers to its website and obtain a broad and incisive reading of its industry to Competitive Insights forultimately streamline online search marketing use, and save themselves Search Marketing(and their customers) time and money. Industry Travel: Commercial AirlinesThe Solution“We used the Hitwise Search Intelligence™ tools to analyze the percentage of brand terms versus generic flight terms and destination terms driving traffic to flymonarch.com over the year,” says Monarch’s Catherine Kite. “We then performed the same analysis on our core competitors and on the whole “Hitwise gives us the commercial airline market category,” Kite says. The Hitwise results demonstrated that brand terms such as “monarch” and “monarch airlines” confidence to make overwhelmingly represented the greatest volume-driving keywords for critical decisions on the flymonarch.com. Similar brand dominated terms drove significant levels of traffic to key competitors, signifying that a greater emphasis should be direction of our search placed on branded keywords versus generic keywords for attracting the marketing campaigns. greatest number of users through search. Market and competitorThe Benefits level data allow us toAccording to Kite, “This data gave us the confidence to stop bidding on awhole portfolio of destination search terms which we knew weren’t cost- fine-tune our Searcheffective enough for us...” Armed with this information, Kite revealed, “…we Engine Optimizationwere safe in the knowledge that we were not stepping away from high- and Pay-Per-Clickvolume terms that were driving significant traffic levels to competitors”.Looking to leverage these insights, Kite says, “The data was then ploughed campaigns.”into our SEO work, allowing us to pick up these lower volume terms naturallyand much more cost-effectively.” Even though Monarch had metrics and data Catherine Kite,on-hand from their own PPC and SEO campaigns, Kite affirms the value of E-commerce and DirectHitwise in this major decision, saying, “…we needed to ensure we saw the Marketing Manager,bigger picture for our market and core competitors”. Monarch Airlines.About Experian HitwiseExperian Hitwise is the leading online competitive intelligence service. Experian Hitwise gives marketers acompetitive advantage by providing daily insights on how 25 million Internet users around the world interactwith more than 1 million websites. This external view helps companies grow and protect their businesses byidentifying threats and opportunities as they develop. Experian Hitwise has more than 1,500 clients acrossnumerous sectors, including financial services, media, travel and retail.Experian Hitwise (FTS:EXPN), www.experianplc.com, operates in the United States, the United Kingdom,Australia, New Zealand, Hong Kong, Singapore, Canada and Brazil. More information about ExperianHitwise is available at www.hitwise.co.uk ©2009 Hitwise Pty. Ltd. All of the trademarksFor up-to-date analysis of online trends, please visit the Hitwise Research Blog at www.ilovedata.com and and logo are the property of their respectiveHitwise Data Centre at www.hitwise.com/uk/resources/data-centre. owners. All rights reserved.