The travel agent of the modern world has undergone a seismic shift in identity. The modern day travel agent, better known as the consumer, is as informed as ever with an abundance of research tools at their fingertips. This change within the travel industry provides an excellent opportunity for search marketers. Much like travel, PPC is all about arriving in the right place at the right time. In this 20 minute flash webinar recording, Hanapin expert, William Larcom, discusses 4 must-have tactics to make your travel PPC account soar in 2016.

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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