5 vital tips for the travel marketer
TRANSCRIPT
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5 Vital Tips for the Travel Marketer
&HOSTED BY:
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Your Presenters
• Shannon Glass– Account Manager at
Hanapin Marketing– PPC Hero Blogger
– @shannonkglass
• Carrie Albright– Associate Director of Services
at Hanapin Marketing– PPC Hero Blogger– @Albright_C
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Live Poll Question #1How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Gmail Ads - The Basics
● Top of a User’s Inbox● More Personable ● Defined Targeting● Multiple Ad Formats
Miss the intro? Check out last Tuesday’s webinar “How We Used Gmail Ads to Skyrocket a Travel Client's Sales
by 50%”
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5 Tips for Travel Marketers
CompetitorsAudienceTime LagAd Copy
Seasonality
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1.Know Your Audience
● Income
● Demographics: Age/Gender
● Geo/Language
● Customer Match
● Similar Audience Targeting
● Keyword Targeting
● Domain Targeting
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1a. Know Your PPC Indicators
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1b. Know Your Targets● Customer Match
● Similar Audience Targeting
● Keyword Targeting
● Domain Targeting
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2. Know Your Competitors
• Value propositions
• Product offeringsSimilarities & Differences
• What makes you unique as a company?
• What makes your products unique?
Strengths • What makes them standout?
• Is their product base more diverse?Weakness
es
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3. Ad Copy Is Key● First impressions are key
● Use multiple variations
● Don’t be afraid to test
● Use Ad Extensions
○ Sitelinks
○ Visual Sitelinks
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3a. Oh, the Choices!
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4. Be Patient
Review your most frequent consideration
phase.
Due to the nature of the industry, results may not
be immediate.
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4a. Review Your Attribution
Using Google Analytics,
review your users’ paths
to conversion
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5. Pay Attention to Seasonality ● What is your business’ seasonality for products, services,
or offers?
● What is your paid search performance?
● How can you adjust your strategy based on your business’ seasonality?
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5. Pay Attention to Seasonality Goal
Filling off-season
funnel
Increased sales
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5a. Seasonality StrategiesTiming
Low Season Find new customers
Remind existing list of USPs
Prep for coming offers
High Season Remarket!
Push current promos Counter your
competitors
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Recap1. Know Your Audience
2. Know Your Competitor’s
3. Ad Copy Is Key
4. Be Patient
5. Pay Attention To Seasonality
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Would You Like An Offer From Hanapin?A. Get an account analysis by the experts
at Hanapin (For accounts spending 15k+/month)
B. No Thanks!
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Live Q&A Time!
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