5 Creative Ways to Leverage Travel Data to Make More Sales

1@ErinSagin

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Meet Erin

• PPC Evangelist & Community Manager at WordStream in Boston, MA

• Has specialized in Paid Search for 4+ Years

• Obsessed with Twitter (@erinsagin)

• Fun Fact: I’ve never been to a Disney theme park!

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Travel Marketing = Glamorous

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Just Tap Into Existing Demand

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Take Advantage of the Perks

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Reality: It’s Really Freaking Hard

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People Love to Shop Around

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Four Seasons in Paris?

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Private Safari in South Africa?

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Romantic Hut in Bali?

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Luxury Suite in Prague?

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…Even When They’re Not Quite Ready to Buy

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And They’re So Damn Indecisive

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They Know Where They Want To Go

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And Exactly Where They Want to Sit

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And All They Need to do is Press ONE Button

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Cold Feet Strike Again

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To Make Matters Worse, the Market is Super Saturated

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The Big Guys Have Insane Cash Flow

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And They’re Offering Absurd Deals

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Don’t Despair, Smaller Advertisers Can Compete

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Step 1: Understand the Market Trends

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Step 2: Find Creative Ways to Leverage Them

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Top 5 Travel Trends You Should Be Prepared to

Tackle in 2016

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Consumers Are Doing More Searches Than Ever Prior to Booking

TRAVEL TREND #1

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37% of travelers in the U.S. think about vacation planning once a month; 17% think about it at

least once a week.

Source: Google Insights

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People are conducting lots of short research sessions, rather than fewer long research sessions.

TRUTH


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It’s Pricey to be Omnipresent on the SERP

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Cherry Pick The Best Search Opportunities For

Your Business

SOLUTION

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Identify High Intent Search Signals

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What Makes You Unique?

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Take Advantage of Your USP!

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Consider Seasonal Patterns

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Dimensions Tab = Travel Marketers’ Goldmine

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Identify Geographic Patterns

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What Time of Day Are People Converting?

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Be Picky With Your Ad Placements

TOP TAKEAWAY #1

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Searchers’ Attention SpansAre Declining

TRAVEL TREND #2

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Who Has a Longer Attention Span?

A Goldfish My Coworker, Bobby

9seconds

8seconds

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Our Devices Are Minefields

In the time in took me to search for a local pizza joint, Bobby’s phone got:

• 4 Twitter notifications• 2 LinkedIn notifications• 6 emails• 1 text message• 1 Facetime call • 4 Tinder notifications

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Add In External Factors

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How the heck has anyone EVER completed a purchase?

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Promote Action Directly from the SERP

SOLUTION

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Instill Urgency With Ad Customizers

• Use FOMO to inspire action

• As sale ends (or supply diminishes), CVR increasesup to 3x!!

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Urgency Inspires Action

I really wanted to do something special for you. Booked it

months ago.

I love this hotel. And you.

Holy shi*t, I almost forgot about V-Day. Thank god I jumped

on that ad…

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Pull A “J. Crew”

Rotate ad customizers to create a perpetualsale or show dwindling product supply

Never ending FOMO!

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Leverage Ad Extensions

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Especially Critical On Mobile

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Consider jetBlueMobile Site Mobile App

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Enable App Extensions

Consumers spend 82% of their mobile time in apps that they have downloaded, versus 18% on e-retailers’ mobile websites.

Mobile in-app campaigns convert at 5-10 times the mobile web rate.

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Use Call Extensions or Call-Only Campaigns

Avoid the crappy website altogether and talk to this lady!

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Click to Call = Game Changer

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Phone Calls Are Super Hot Leads

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Take Advantage of New Ad Formats

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Hilton Gave Hotel Ads A Shot And…

Improvement in conversion rates

45% 12%Stronger ROI


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Top 10 Biggest AdWords Spenders

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Combat search ADDwith enticing ad formats

TOP TAKEAWAY #2

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Brand Loyalty Is Diminishing

TRAVEL TREND #3

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You Work Really Hard to Familiarize People With Your Brand

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Only 14% of leisure travelers always book with the first air brand that came

to mind when they started their

research, that number drops to 10% when we look at the first hotel brand

that came to mind during their research.


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Leverage the Almighty Power of Remarketing

SOLUTION

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Remarketing Gets a Bad Rap

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People Are 76% More Likely toClick on a Remarketing Ad

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Use Remarketing to Nurture Existing Leads

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Set Your Impression Caps High

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Google Rarely (If Ever) Serves to the Full Cap

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Set Membership Duration to 3XYour Average Sales Cycle

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Pro-Tip!

Determine the time frame in which 95% of your conversions occur. This should be your new

Membership Duration

Head to Google Analytics

View Conversions Time Lag

1 32

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RLSAs (Otherwise Known as Remarketing Lists for Search Ads)

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Target Search Ads to People WhoRecently Visited Your Site

Show them customized ads when they search on Google!

Users who visit your site get added to your remarketing list

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RLSA is a Super Powerful Strategy

2x CTRs

1/2 CPCs

2x Conversion Rates

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Identity-Based Targeting Is Amazing

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NEW! Customer Match Targeting in AdWords

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Be persistent so your fansdon’t forget about you

TOP TAKEAWAY #3

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Mobile Searches Are On the Rise

TRAVEL TREND #4




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Mobile flight-related queries on Google.com are up 33% year over year, while mobile hotel

queries are up 49%.

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You’re 2x less likely to show for mobile vs. desktop searchers

Search Impression Share, By Device

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Mobile Is Super Competitive

• Mobile ads are much less likely to be shown even in position 1• Below position 2, forget it• No accounts had mobile position below 4

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Search Impression Share Lost to Rank, By Device

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Boost Your Ad Rank

SOLUTION

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Snag the Highly Coveted Spots

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Get To Know the Ad Rank Formula

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Hone In On Quality Scores

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Adjust Your Mobile Bids

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Thanks a lot, Erin…

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Be Selective With Bidding Upgrades

High-Intent Terms• Organize into separate

campaigns• Assign specific

budgets/CPA goals• Use higher bid modifiers

Low-Intent Terms• Reduce bids or eliminate

altogether using -100% bid modifier

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With mobile search, position matters

TOP TAKEAWAY #4

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People Are Ready toBuy on their Smartphones

TRAVEL TREND #5

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In the past year, conversion rates have grown

88%on mobile travel sites.


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Feeling Left Out?

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46% of travelers who do mobile research say that their final booking decision was made while on mobile, but they moved to another device

to complete the booking.


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Most Mobile Landing Pages Stink

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Why the %*@$ Did We BuildThese Crappy Landing Pages?!?

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Because Mobile Is Slow

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Because Mobile Screens Are Teensy

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Because People are Too DumbTo Actually Try to Book on a Phone

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How Do You Know If YourMobile Landing Pages Stink?

Give people an out. Are

they taking it?

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We ran this test on 3 clients with outdated landing pages.

33% of visitors chose to leave the mobile page in favor of the

desktop site on mobile.


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Even Scarier: The People Who Used the Full Site on Mobile Were More Likely to Convert

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Revamp Your MobileLanding Pages

SOLUTION

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Sorry, There’s No Secret Sauce

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Ask For Their Email Upfront

Well played. Use this to nurture with

email marketing or customer

match!

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Users Should NEVER Have toHunt for a Phone Number

?Number is prominent

Number exists

Can you read that?! Seriously?!

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If They’ve Already Purchased,Remember Who They Are

Eliminates yet another barrier to purchase!

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Make It Easy to Input Credit Card Numbers

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Finally, Make Sure Your PagesPass the Drunk Test

Watch Squareweave’s here: bit.ly/1fKSAc0

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So, Roll Out the Ol’ Drink Cart

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And Let’s Give This Thing A Shot

1. Your attention to detail is…impaired2. Your vision isn’t quite 20/203. You’re more apt to give up4. You’re drunk, not dumb

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Invite all your friends over for drinks and give your mobile landing a whirl

TOP TAKEAWAY #5

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Against All Odds, the Underdog CAN Win

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Quick Plug for my AMAZING Company

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Shrink Your Workload to 20 Minutes a Week!

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Find Out How You’re Doing

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Want to Learn More?

Go talk to this guy! Or, visit our website at

www.wordstream.com.

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