Presentation given at the 2021 DMA West Conference. The COVID sent a ripple effect around the world for those in the travel and tourism space. With vaccines increasing and travelers tired of sitting at home, take action and get your search campaigns ready for the new wave of travel.

1. DMA West | 2021 Tech Summit
Session K
March 18, 2021 | 9:00 a.m. Pacific Time
Anywhere, Not Here: Activating Your
Search Marketing Post-COVID
Presenter
§ Jason Dodge, Founder and Chief Strategist, BlackTruck Media + Marketing
@dodgejd

2. You’re Here
P o s t - C O V I D S e a r c h M a r k e t i n g
Anywhere. Not Here.
@dodgejd

3. Credit: Siese Veenstra/Agence France-Presse — Getty Images
67%
DECREASE
Bureau of Transportation Statistics

4. Credit: Dolphin Bay Resort & Spa
37%
DECREASE
CBRE

5. Credit: Thomas Barwick / Getty
TWELVE
MILLION
Aftermarket News – October ‘20

6. WHERE TO
GO NOW
Rising cases
Widespread travel restrictions
Closures & bans
Anywhere. Not Here.
Credit: Gyane, Getty

7. WHERE TO
GO NOW
Rising cases
Widespread travel restrictions
Deep cuts and impacts on budgets
Anywhere. Not Here.
Credit: Gyane, Getty

10. Trends
U n p a c k i n g 2 0 2 0 T r a v e l + S e a r c h
Anywhere. Not Here.
@dodgejd

12. @dodgejd

13. Trends
U n p a c k i n g 2 0 2 0 T r a v e l + S e a r c h
Anywhere. Not Here.
@dodgejd

14. Things to do in Traverse City
@dodgejd

15. Sleeping Bear national lakeshore
@dodgejd

16. Lake Tahoe hotels
@dodgejd

17. Southern California beaches
@dodgejd

18. You’re Here
P o s t - C O V I D S e a r c h M a r k e t i n g
Anywhere. Not Here.
@dodgejd

19. TAKE ACTION
STRUCTURE & SCALE
Anywhere. Not Here.
Know what’s available in your region.
Structure your campaigns for what’s needed at the time.
Be prepared to scale and ramp up.
Travel Prep Accommodations Outdoor Rec

20. Travado
T R A V E L & T O U R I SM P R E SE N T A T I O N T E M P L A T E
Adventure Now
Google Search Data, U.S. Jan ‘20 - July ‘20

21. Near outdoors
@dodgejd

22. Regional
Travel
Closer to
Home
Focus on easy-to-reach getaways.
Snackable content, resources and
travel guides for the best weekend.
Anywhere. Not Here.
“When you fly, you just get
where you want to go and
you don’t think at all about
what you’re flying over.”
– Dr. Anthony Harkins (WKU)

23. Planning
Earlier
Outdoor winter activity searches grew this summer.
“Winter Travel Destinations” +30% YOY
“Ski Lodges and Resorts” +30% Monthly
Book Now!
Credit: Aspen Snowmass
Google Global Consumer Insights

24. AUDIENCE
TARGETING
Anywhere. Not Here.
Eliminate the ad waste.
Keep focused on those willing to travel.
No discount traffic here.
GET PLANNING
Exploring North Cascades
ent Beach in Laguna!
25%
LIMITED TIME
Whitefish Montana Views
@dodgejd

25. AUDIENCE LAYERING
Anywhere. Not Here.
Layer on the in-market audiences and adjust your bid strategies in accordance.
Hotels & Accommodations
Interested in booking lodging
Air Travel
Actively Researching Flights
Trips by Destination
Based on destination plans
Car Rental
Strong interest in car rental
@dodgejd

26. Impressions Conversions
Clicks - Action
PACK UP & GO
Anywhere. Not Here.
Bid up on key in-market audiences to further your
budget and ad performance.
-15%
+50%
+75%

27. Take
Action
Anywhere. Not Here.
C A M P A I G N S T R U C T U R E S
@dodgejd

28. SEARCH / DISPLAY
Anywhere. Not Here.
Targeted Display
Demographic & psychographic based. Interests,
topics and market segmentation.
Awareness
Search Campaigns
Keyword driven, high commercial intent. Higher CPC
and action oriented.
High Intent
@dodgejd

29. Improved
Geos
Steer clear of blanket and mass DMA approach.
Include key cities & regions
Non-zip code based or radius targeting
Let’s Go!

30. ADGROUPS
THEMES & TOPICS
Anywhere. Not Here.
Tighten adgroups up by themes/categories
Separate them by in-market audiences
Improved control & scale
Getting There Where to Stay Things To Do

31. RESPONSIVE SEARCH
Anywhere. Not Here.
@dodgejd

32. RESPONSIVE DISPLAY
Anywhere. Not Here.

33. Take
Action
Anywhere. Not Here.
C O N V E R S I O N S & P E R F O R M A N C E M E T R I C S
@dodgejd

34. NOT VANITY
Anywhere. Not Here.
Conversions
Highest intent are those who interact with booking
engines and accommodations.
Booking
Intent Signals
Users spending time on key pages, guides and in-
depth resources.
User Actions
@dodgejd

35. Regional
Travel
Closer to
Home
Focus on easy-to-reach getaways.
Snackable content, resources and
travel guides for the best weekend.
Anywhere. Not Here.
“When you fly, you just get
where you want to go and
you don’t think at all about
what you’re flying over.”
– Dr. Anthony Harkins (WKU)

36. To Do
Nearby
Make your area home-base.
Highlight nearby attractions
Piggyback off other locales offerings
Let’s Getaway!

37. Take
Action
Anywhere. Not Here.
H I G H L I G H T T H E R E L E V A N T
@dodgejd

38. Outdoor remains strong in
2021. People are comfortable.
ADVENTURE
Scenic features, national &
state parks. Build the comfort.
PARKS & REC
@dodgejd

39. HEALTH SAFETY
Anywhere. Not Here.
Know Before You Go
A well-informed traveller makes for a better
experience.
Educate
Clean & Healthy
Puts your visitors at ease, making them more
comfortable with their decision.
Comfort
@dodgejd

40. SAFE DINING
Anywhere. Not Here.
Know Before You Go
A well-informed traveller makes for a better
experience.
Educate
Clean & Healthy
Puts your visitors at ease, making them more
comfortable with their decision.
Comfort
@dodgejd

41. WHERE TO
GO NOW
Focus on what’s available and allowed
Promote safety & cleanliness
Develop regional, snackable trips and visits
Embrace the comeback travellers
Be realistic & set expectations
Anywhere!

42. Take
Action
Anywhere. Not Here.
J a s o n D o d g e – B l a c k T r u c k M e d i a + M a r k e t i n g
e . j a s o n @ b l a c k t r u c k m e d i a . c o m
@ d o d g e j d
@dodgejd