SEASONALITY STARTS NOW. LAST BING SEARCH TRENDS.
Summer brings the start of vacations, escapes and free time…and of course the rush to get the cheapest and best quality vacation package. High tourist season has just starts and our flights, accommodation, vacations and car rental campaigns are getting ready for a top visits and sales period.
What and how are the users looking for? Let’s see some numbers.
According to the eMarketer worldwide digital Travel Sales study, published during on December 2014, users have increase their investment on digital tourism sales. 510.000 millions of touristic products consumption are estimated for 2015. 9.000 $ of them will be consumed in Spain. This is a 64% increase compared with the past year and it is predicted to be higher during the next 3 years.
Bing proposes some insights for campaign planning through the touristic search queries analysis.
Bing Search Queries evolution
Tourism sector is on rising and goes hand in hand with the latest gadgets and mobility improvements. This industry has 54% more of clicks comparing to 2014, 167% for tablets and 105% for smartphones.
New ads, New conversions opportunities
Discounts, discounts and more discounts. It is easy to be repetitive when we are writing the touristic campaign copies. It is important to spend time looking for new ideas, call to actions or combinations to improve the conversion rates and user experience.
We have to consider our brand impact, current offers, and clear but innovative call to actions when we are writing the ad copies. If we want to create effective ads it is crucial to explore different decision makers, user needs and test new combinations.
For example, if we know that half of the search queries are made by 35 – 65 years old women, we can design specific campaign with a lot of conversion potential for these niches: family vacations, business trips or packages for senior citizens.
Let’s find the best formulas that are not exhausting for the user. Why do not use the word “offers” with a powerful value generator (example: exclusive or all inclusive). Another option is to offer extra or premium benefits instead of take part of the last minute discount battle or the hackneyed “from X”. The non-intermediate reservation can be also an effective CTA for someone who is looking for an accommodation.
Why use Bing Campaigns? Even if the search queries percentage is smaller than in Google, we can take advantage of some benefits as a lowest competition level, cheaper CPC and a higher CTR (0,30€ is the media of the sector in laptop devices and 0,17€ in mobile ones). This means a better budget performance and a higher level of conversions.
Happy conversion summer!