January 17, 2018
Hotelbeds Group reveals new structure
The integration of Tourico Holidays and GTA into Hotelbeds Group has led to a wide-ranging management shake-up.Read more
Paid search for travel is an exciting place to be in 2018. Here are some tactics to try out for your PPC programs tied to travel destinations.
1. Brand Bidding
Bidding on branded terms may not be the first travel PPC tactic that comes to your mind. But it should – brand awareness matters. Fifty-two percent of site traffic to the top 10 travel websites in the world is direct. So, longer-term, establishing your brand identity is important.
To ensure you box out the competition, you need to make sure you control the top SERP real estate for branded queries. If you do, people who do search for your company by name will be more likely end up visiting your company’s website; not that of your competitors.
In addition, studies show that bidding on brand + non-branded terms provides significant lift in clicks.
Get the full story at Search Engine Journal
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