5 creative ways to leverage travel data to make more sales
TRANSCRIPT
![Page 1: 5 Creative Ways to Leverage Travel Data to Make More Sales](https://reader035.vdocuments.net/reader035/viewer/2022062523/58f0fdbd1a28ab3c6e8b46a3/html5/thumbnails/1.jpg)
1@ErinSagin
![Page 2: 5 Creative Ways to Leverage Travel Data to Make More Sales](https://reader035.vdocuments.net/reader035/viewer/2022062523/58f0fdbd1a28ab3c6e8b46a3/html5/thumbnails/2.jpg)
2@ErinSagin
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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3@ErinSagin
Travel Marketing = Glamorous
@ErinSagin
![Page 4: 5 Creative Ways to Leverage Travel Data to Make More Sales](https://reader035.vdocuments.net/reader035/viewer/2022062523/58f0fdbd1a28ab3c6e8b46a3/html5/thumbnails/4.jpg)
4@ErinSagin
Just Tap Into Existing Demand
@ErinSagin
![Page 5: 5 Creative Ways to Leverage Travel Data to Make More Sales](https://reader035.vdocuments.net/reader035/viewer/2022062523/58f0fdbd1a28ab3c6e8b46a3/html5/thumbnails/5.jpg)
5@ErinSagin
Take Advantage of the Perks
@ErinSagin
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6@ErinSagin
Reality: It’s Really Freaking Hard
@ErinSagin
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7@ErinSagin
People Love to Shop Around
@ErinSagin
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8@ErinSagin
Four Seasons in Paris?
@ErinSagin
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9@ErinSagin
Private Safari in South Africa?
@ErinSagin
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10@ErinSagin
Romantic Hut in Bali?
@ErinSagin
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11@ErinSagin
Luxury Suite in Prague?
@ErinSagin
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12@ErinSagin
…Even When They’re Not Quite Ready to Buy
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13@ErinSagin
And They’re So Damn Indecisive
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14@ErinSagin
They Know Where They Want To Go
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15@ErinSagin
And Exactly Where They Want to Sit
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16@ErinSagin
And All They Need to do is Press ONE Button
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17@ErinSagin
Cold Feet Strike Again
@ErinSagin
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18@ErinSagin@ErinSagin
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19@ErinSagin
To Make Matters Worse, the Market is Super Saturated
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20@ErinSagin
The Big Guys Have Insane Cash Flow
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21@ErinSagin
And They’re Offering Absurd Deals
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22@ErinSagin
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23@ErinSagin
Don’t Despair, Smaller Advertisers Can Compete
@ErinSagin
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24@ErinSagin
Step 1: Understand the Market Trends
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25@ErinSagin
Step 2: Find Creative Ways to Leverage Them
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26@ErinSagin
Top 5 Travel Trends You Should Be Prepared to
Tackle in 2016
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27@ErinSagin
Consumers Are Doing More Searches Than Ever Prior to Booking
TRAVEL TREND #1
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28@ErinSagin
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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29@ErinSagin
People are conducting lots of short research sessions, rather than fewer long research sessions.
TRUTH
Source: Google Insights
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30@ErinSagin
It’s Pricey to be Omnipresent on the SERP
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31@ErinSagin
Cherry Pick The Best Search Opportunities For
Your Business
SOLUTION
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32@ErinSagin
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33@ErinSagin
Identify High Intent Search Signals
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34@ErinSagin
What Makes You Unique?
@ErinSagin
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35@ErinSagin
Take Advantage of Your USP!
@ErinSagin
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36@ErinSagin
Consider Seasonal Patterns
@ErinSagin
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37@ErinSagin
Dimensions Tab = Travel Marketers’ Goldmine
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38@ErinSagin
Identify Geographic Patterns
@ErinSagin
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39@ErinSagin
What Time of Day Are People Converting?
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40@ErinSagin
Be Picky With Your Ad Placements
TOP TAKEAWAY #1
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41@ErinSagin
Searchers’ Attention SpansAre Declining
TRAVEL TREND #2
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42@ErinSagin
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43@ErinSagin
Who Has a Longer Attention Span?
A Goldfish My Coworker, Bobby
9seconds
8seconds
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44@ErinSagin
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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45@ErinSagin
Add In External Factors
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46@ErinSagin
How the heck has anyone EVER completed a purchase?
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47@ErinSagin
Promote Action Directly from the SERP
SOLUTION
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48@ErinSagin
Instill Urgency With Ad Customizers
• Use FOMO to inspire action
• As sale ends (or supply diminishes), CVR increasesup to 3x!!
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49@ErinSagin
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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50@ErinSagin
Pull A “J. Crew”
Rotate ad customizers to create a perpetualsale or show dwindling product supply
Never ending FOMO!
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51@ErinSagin
Leverage Ad Extensions
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52@ErinSagin
Especially Critical On Mobile
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53@ErinSagin
Consider jetBlueMobile Site Mobile App
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54@ErinSagin
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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55@ErinSagin
Use Call Extensions or Call-Only Campaigns
Avoid the crappy website altogether and talk to this lady!
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56@ErinSagin
Click to Call = Game Changer
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57@ErinSagin
Phone Calls Are Super Hot Leads
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58@ErinSagin
Take Advantage of New Ad Formats
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59@ErinSagin
Hilton Gave Hotel Ads A Shot And…
Improvement in conversion rates
45% 12%Stronger ROI
Source: Google Insights
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60@ErinSagin
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61@ErinSagin
Top 10 Biggest AdWords Spenders
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62@ErinSagin
Combat search ADDwith enticing ad formats
TOP TAKEAWAY #2
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63@ErinSagin
Brand Loyalty Is Diminishing
TRAVEL TREND #3
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64@ErinSagin
You Work Really Hard to Familiarize People With Your Brand
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65@ErinSagin
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.
Source: Google Insights
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66@ErinSagin
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67@ErinSagin
Leverage the Almighty Power of Remarketing
SOLUTION
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68@ErinSagin
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69@ErinSagin
Remarketing Gets a Bad Rap
@ErinSagin
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70@ErinSagin
People Are 76% More Likely toClick on a Remarketing Ad
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71@ErinSagin
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72@ErinSagin
Use Remarketing to Nurture Existing Leads
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73@ErinSagin
Set Your Impression Caps High
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74@ErinSagin
Google Rarely (If Ever) Serves to the Full Cap
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75@ErinSagin
Set Membership Duration to 3XYour Average Sales Cycle
@ErinSagin
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76@ErinSagin
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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77@ErinSagin
RLSAs (Otherwise Known as Remarketing Lists for Search Ads)
@ErinSagin
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78@ErinSagin
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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79@ErinSagin
RLSA is a Super Powerful Strategy
2x CTRs
1/2 CPCs
2x Conversion Rates
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80@ErinSagin
Identity-Based Targeting Is Amazing
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81@ErinSagin
NEW! Customer Match Targeting in AdWords
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82@ErinSagin
Be persistent so your fansdon’t forget about you
TOP TAKEAWAY #3
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83@ErinSagin
Mobile Searches Are On the Rise
TRAVEL TREND #4
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84@ErinSagin@ErinSagin
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85@ErinSagin@ErinSagin
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86@ErinSagin@ErinSagin
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87@ErinSagin
Mobile flight-related queries on Google.com are up 33% year over year, while mobile hotel
queries are up 49%.
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88@ErinSagin
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89@ErinSagin
You’re 2x less likely to show for mobile vs. desktop searchers
Search Impression Share, By Device
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90@ErinSagin
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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91@ErinSagin
Search Impression Share Lost to Rank, By Device
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92@ErinSagin
Boost Your Ad Rank
SOLUTION
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93@ErinSagin
Snag the Highly Coveted Spots
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94@ErinSagin
Get To Know the Ad Rank Formula
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95@ErinSagin
Hone In On Quality Scores
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96@ErinSagin
Adjust Your Mobile Bids
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97@ErinSagin
Thanks a lot, Erin…
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98@ErinSagin
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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99@ErinSagin
With mobile search, position matters
TOP TAKEAWAY #4
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100@ErinSagin
People Are Ready toBuy on their Smartphones
TRAVEL TREND #5
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101@ErinSagin
In the past year, conversion rates have grown
88%on mobile travel sites.
Source: Google Insights
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102@ErinSagin
Feeling Left Out?
@ErinSagin
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103@ErinSagin
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.
Source: Google Insights
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104@ErinSagin
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105@ErinSagin
Most Mobile Landing Pages Stink
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106@ErinSagin
Why the %*@$ Did We BuildThese Crappy Landing Pages?!?
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107@ErinSagin
Because Mobile Is Slow
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108@ErinSagin
Because Mobile Screens Are Teensy
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109@ErinSagin
Because People are Too DumbTo Actually Try to Book on a Phone
@ErinSagin
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110@ErinSagin
How Do You Know If YourMobile Landing Pages Stink?
Give people an out. Are
they taking it?
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111@ErinSagin
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.
Source: Google Insights
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112@ErinSagin
Even Scarier: The People Who Used the Full Site on Mobile Were More Likely to Convert
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113@ErinSagin
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114@ErinSagin
Revamp Your MobileLanding Pages
SOLUTION
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115@ErinSagin
Sorry, There’s No Secret Sauce
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116@ErinSagin
Ask For Their Email Upfront
Well played. Use this to nurture with
email marketing or customer
match!
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117@ErinSagin
Users Should NEVER Have toHunt for a Phone Number
?Number is prominent
Number exists
Can you read that?! Seriously?!
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118@ErinSagin
If They’ve Already Purchased,Remember Who They Are
Eliminates yet another barrier to purchase!
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119@ErinSagin
Make It Easy to Input Credit Card Numbers
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120@ErinSagin
Finally, Make Sure Your PagesPass the Drunk Test
Watch Squareweave’s here: bit.ly/1fKSAc0
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121@ErinSagin
So, Roll Out the Ol’ Drink Cart
@ErinSagin
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122@ErinSagin
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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123@ErinSagin
Invite all your friends over for drinks and give your mobile landing a whirl
TOP TAKEAWAY #5
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124@ErinSagin
Against All Odds, the Underdog CAN Win
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125@ErinSagin
Quick Plug for my AMAZING Company
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126@ErinSagin
Shrink Your Workload to 20 Minutes a Week!
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127@ErinSagin
Find Out How You’re Doing
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128@ErinSagin
Want to Learn More?
Go talk to this guy! Or, visit our website at
www.wordstream.com.
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129@ErinSagin