For a hotel chain, PPC is one of the best channels for driving direct customer acquisition. This means that having the right strategy is key to success in reducing your reliance on online travel agencies (OTAs). This article will cover four areas that marketers at hotel chains can focus on to drive more direct bookings[…]
Within the travel sector, there are dozens of different factors that can affect whether or not somebody will book a holiday with you. These factors range from the most obvious reasons, such as the weather and foreign currency exchange rates, to the more obscure, including the customer’s disposable income and the availability on the day[…]
Audiences are a great way to improve performance on Google Ads by allowing you to target people who have previously been on your website, or people who are on your customer list. This is the third article in our series on bid modifiers that will allow you to avoid having to do the tedious task[…]
With traffic for mobile and tablet devices now exceeding that of desktop devices, the importance of setting bids at device level is now more important than ever. One of the most tedious tasks for an Account Manager is going through on a weekly basis and calculating, then setting, device-level bid modifiers for each campaign. So[…]
Following on from our first article in our series on automating device level bid modifiers, we know that calculating and setting location bid modifiers is also pretty tedious. So we wrote a script that automatically goes through and calculates then sets location bid modifiers, significantly reducing the time required to do this task, and ensuring[…]
Should you in-house or outsource paid search?
How to write better PPC RFPs: 15 questions to ask your agency
In the travel sector, foreign exchange rates affect the cost of travel and therefore have an effect on the number of holidays that are booked. When the Pound is strong compared to the Euro, the cost of booking a holiday to Europe will decrease and sales will go up. This is a great opportunity for[…]
Can AI really be better at PPC than humans?