Do you manage PPC accounts that are related to air travel in adCenter? If you do, now is the time to make sure those accounts are optimised to their full potential as we are in the middle of a seasonal peak for air travel which continues through to March. Here are some easy tips to help you get the most out of the period:

• The tough economic climate is encouraging consumers to search around more for the best possible deals. As a result, impressions in the flights sector have more than doubled in adCenter compared to last year and while the number of clicks has seen a similar trend, it is less prominent. Consequently, in order to ensure you continue to drive relevant quality traffic, it is essential to use negative matches with your more generic keywords, such as simulators, crash and any destinations your site might not offer.

• The peak in traffic can result in changes in the bidding landscape and ad position remains essential in air travel. It is therefore imperative to maintain a high ad position in order to receive full benefits from the season. Search in the travel sector is highest on the first three days of each week, so if you want to target active searchers the most effectively, it is a good idea to incrementally bid higher early on in the week.

• Set yourself apart from the competition! If you offer online discounts, insurance or any other unique offerings, make sure they are included in your ad text.

• Prominent branding within your ad text can help ensure the trust and confidence of the consumer, which is essential when searchers choose which deals to book, and can therefore help maintain healthy CTRs.

• Remember that booking flights, like any other travel, is an emotional experience. By using “seductive” language in your ad text you are making it appealing to searchers and increasing the chances of a click-through.

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