Words That Work for the Holiday Travel Season
Here are some ad copy tips that will help drive searchers to click this winter holiday season.
Here are some ad copy tips that will help drive searchers to click this winter holiday season.
The upcoming winter season is about more than just gifts and retail – it’s the one of the high times for travel. The winter travel season is second in spending only to summertime vacations. If you’ve yet to see the big gains you’d like to see with your travel advertising, we’ve got some ad copy tips that can help drive clicks over the coming months.
Fifty one percent of travelers book 30 days or more during the holiday season. This long lead time for travel booking gives you plenty of time to capture searchers with the right ad copy. Also a good opportunity for retargeting.
Breaking Down the Travel Study
The researchers at Bing Ads recently looked into the best word combinations for PPC ad copy in the travel vertical. Bing Ads studied 108,000 ads running on the Yahoo Bing Network in the high winter travel season, November 2013 to February 2014. These ads generated 674 million impressions. To get a picture of the effectiveness of the ads, Bing Ads looked at the “clickability” of an ad (basically the click-through rate regardless of position). The Bing Ads study is broken into four travel sub-verticals: Airlines and flights, Car rentals, Hotels and Cruises. The report also sliced the data according to device: PC/tablet and mobile for further actionable insight. These insights can be applied to PPC campaigns across engines:
Today’s Deep Dive
Today we’re showing you the top five word combos by device for each category. We break word combos down by device so you can understand how user intent should affect ad copy.
Critical Insights
Airlines and Flights
Car Rentals
Hotels
Cruise Ships
What to Make of This
Competition within all sub-verticals has driven pricing strategies to please the customers, who naturally search for discounts and deals regardless of their situation. This competition in different travel sectors contributes to the idea that deals can be had, if only you look hard enough.
Ad copy that offers discounts and deals must begin with a business strategy, of course. If your travel company isn’t seeing the clicks you’d like, consider back-tracking to a business plan that allows those deals and discounts to show up in ad copy.
Get Back to Us on That
We’d love to hear your experience with testing word combos in PPC ads for travel. What successes have you had in reaching holiday travelers?