SEM for Travel Brands
Hello, Travel Peak! It’s one of the two most wonderful times of the year when those of us in the travel industry are up to our eyeballs in campaign roll-outs, budget management, ROI maximisation, and probably wishing we were on holiday, ourselves.
For years, Adobe Media Optimizer has been empowering some of the biggest travel brands to dramatically improve their Search Engine Marketing. In the UK, First Choice – part of the TUI group – was able to realise a complete account restructure in the seven weeks running up to peak season, which enabled them to achieve significant uplift quickly. Year on year, they increased their number of passengers (PAX) by 77% with only a 35% increase in spend. On the Continent, GO Voyages reduced the time SEM teams spent on optimisation efforts, increasing productivity by 30%. And Monarch Airlines have been able to shift their SEM efforts to be more strategic and less tactical.
So if you’re struggling to keep your head above the tropical PPC waters or are ready to upgrade to first-class when it comes to what you and your team can deliver to the business, here are a few of the ways Adobe Media Optimizer has helped these, and many other brands, achieve five star results.
1. Manage & Optimise Multiple Accounts & Multiple Search Engines in the Same Place
Most businesses in the travel vertical are in a constant battle of scale – many accounts across multiple search engines, usually covering a variety of products across a range of countries. If only there was an easy way to apply the changes you need across not only your fleet of Google accounts, but also across your activity in other search engines. And if only there were some way to manage the structure – keywords, copy, and the lot – without creating a massive Bermuda Triangle in your SEM accounts.
But wait – there is.
In Adobe Media Optimizer, we know it’s always better to travel together. That’s why we have all your accounts across the search engines you use living in one place. You can drill down through them together. You can export into a bulksheet in Excel together, make changes, and upload again to schedule or post immediately together. You can even combine Google, Yahoo, and Bing in the same portfolios to get algorithmic bidding efficiencies, given the very similar structure of those three search engines. This means less time, less stress, more cross-account consistency, and more search engine parity. Which ultimately leads to a better ROI out of your spend and your team.
2. Build, Scale, & Maintain Granular Accounts with Full Coverage at All Times
Once you’ve got everything in one place, the next hurdle is ensuring full coverage is built out and maintained across your accounts. That’s just to make sure business as usual is handled. When we talk about winning in a highly competitive industry, you’ve got to be implementing best practices at scale – granular account structures, core keywords, and ad copy that leverages dynamic components like stock levels and price points. The challenge isn’t knowing this is what needs to be done – these best practices are nothing new in the PPC world. Rather, it’s having the tools to execute it accurately, to scale, and automatically, so your team can spend their time on developing and actioning strategy, rather than banging their heads against their desks wishing they were on holiday.
Leveraging Advanced Campaign Management within AMO, you can achieve just that. Connect your product feeds through an ftp to a customisable template, which can populate your account structure, core keywords, and up to five pieces of ad copy. This includes dynamic components like prices and availability, which can update as the feed does. It will also automatically create new account components when a new line enters the feed. And although the entire process is able to be fully automated, you can also choose to have a bit more control and approve the output before pushing it live. This means you can get as granular as you want in no time – literally.
3. Automatically Pause/Restart Activity Based on Availability
Whether it’s hotel rooms, seats on a plane, or places on a cruise, availability is always in flux. When you’re dealing with significant scale and volume, manually turning activity on and off is just not possible. Especially when you’ve got targets to hit and budgets to manage during peak season.
Adobe Media Optimizer helps you cut the wastage on your ad spend, as well as your team’s hours, giving you multiple options to deal with stock. In the settings for the Advanced Campaign Management templates discussed above, you can specify a numerical threshold to pause activity, as well as react to missing line items in your feed. Activity will go live again when the stock threshold is superseded or when the line item comes back in the feed. And it’s all designed to make sure you’re not advertising what you can’t sell – automatically.
4. Flight Budget by Day of Week to Maximise Value of Consideration Cycle
Aside from businesses targeting last-minute travellers, the consideration cycle is travel tends to show trends over the course of the week. This can make moderating ROI across the week and maximising your pipeline challenging.
That’s why Adobe Media Optimizer gives you the option to flight your portfolio budgets by day of week, instead of setting a standard daily budget. We’ve also released extra functionality in how the cost model is built for each keyword when you’re running with a day of week strategy to give you the control to do a bit of fine-tuning on how the bid optimisation algorithm goes to work for your business and assesses performance to set the next day’s bids. This means greater control over budgets, ROI, and pipeline maximisation.
5. Control How Reactive You Need the Bidding Algorithm to Be to Win On & Off Peak
Automation – no matter how scalable and efficient it may be – also needs to be able to be flexible enough to serve your unique business needs. And let’s face it, travel businesses usually have a much longer consideration phase than classic retail. You know that conversion is likely to come in a few weeks after that click. Conversely, during peak, that time period between research and purchase can be markedly shorter.
As a leader in adtech for the travel industry, Adobe Media Optimizer provides the control to toggle how reactive the bid models need to be in gauging performance and optimising bids. This means you can have a slower level during business as usual periods and a much more reactive model during peak when people are buying faster and you need to react quicker to fluctuations in market demand to maximise returns.
These tools, in conjunction with the other capabilities of Adobe Media Optimizer, put your team in the pilot’s seat to drive real business results that not only hit your peak season targets, but also help you execute strategically and efficiently.
So grab your passport, because you’re about to take your SEM performance to its dream destination! Happy travels!