Holiday Preparation Series: Travel PPC Insights and Optimization Tips (U.K. Market)

Wow, what a year it’s been for UK travel client! There have been quite a few distractions starting with Mother Nature hitting the UK with a snow blizzard that wouldn’t have looked out of place in Narnia. Then in May, half the world was shut down by volcanic ash (thanks to our friend Eyjafjallajökull) followed by a UK general election and a Football World cup to keep searchers occupied.

Still, even in these testing times, we’ve seen a 19% year-on-year increase for travel content on Bing.

Source: Microsoft Advertising Intelligence

Whilst last year was hyped as the year of the ‘staycation’, this year it was all about the ‘awaycation’. In 2009 the ‘Met Office’ predicted a UK ‘BBQ summer’ and there was a huge expectation that many travellers who would usually travel abroad to holiday would swap Benidorm for Bognor Regis. However, the Met Office was only partly right; we did have a BBQ summer, but it started and finished in June leaving many sun worshippers very disappointed. However, like a phoenix from the ashes (more likely a soggy disposal BBQ) the ‘lates market’ boomed and similar to 2009 has already played a major part in 2010.

Source: Microsoft Advertising Intelligence

Consumers who craved some sunshine created a trend that has followed on again this year because of the fantastic prices and deals consumers were able to secure last year. This has shifted the searchers purchase pattern as they are now willing to hold out until the eleventh hour to purchase holidays, flights and travel products with some even purchasing 2 to 3 days before they depart. Since coming out of the recession (by 0.1% at least) there has also been a mini resurgence in consumers taking ‘breaks’ again in 2010.

Even though consumers have been searching more this year, they been very cost effective and we have seen this in two major ways. Firstly searchers are now a lot more clued up regarding the destinations they want to visit. A lot of the non-Euro zone countries have profited from the Euro being so strong against the pound. This in turn has resulted in the birth of the buzz term the ‘METT’ (Morocco, Egypt, Tunisia and Turkey).

Source: Microsoft Advertising Intelligence

This was prominent in the flights sector as Bing saw a small percentage increase in brand related search terms (those who managed the ash cloud fiasco well will have instilled some brand loyalty). This equated to an 11% increase in generic search terms but a whopping 41% increase in destination- specific searches.

Another way consumers have been cost conscious has been in their selection of products. There have been two schools of thought for holiday makers: the all-inclusive package holiday where all expenses are paid or the self-catering holiday where the consumer can budget. Both have seen strong year on year growth with increases of 22% (package) and 23% (self-catering) respectfully

Source: Microsoft Advertising Intelligence

So as we head into the quieter period for travel now is the time to give your account a makeover. Although summer was all about the ‘lates market’ consumer, January is when travel sees the more traditional consumer cycle. You can ensure your account is in prime position by following these steps:

• Ensure your large generic terms and high converting terms stay live during the low seasonality period to ensure your account continues to build up the CPC history. See this as a long term goal rather than short term saving because when January arrives, those who have stayed active during the quiet times will reap the rewards with possibly lower CPCs
• Get round to implementing those negatives especially on terms that are bringing down the accounts CTR
• Location, location, location was everything this year so ensure campaign contain consumers destination choices shift
• With many people planning on cutting back on holiday expenditures, packages and self-catering terms represent a more cost-effective alternative
• Be fresh and seductive with your copy. If you have a competitive prices, use them in the copy as everyone loves a bargain
• Ski, Christmas breaks and New Year getaway campaigns should open with strong bids so that account history can be built quickly
• The last minute and late deal market has been key this year for many advertisers and has become part of the consumer buying cycle. Ensure that the New Year’s late holiday section of your account is built out.

Thanks!

Shaun

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