PPC Tip #1 – The travel buying cycle:PPC Tip #1 – The travel buying cycle:
Take the travel buying cycle into account and structure your PPC campaigns around it to ensure your brand is visible at the research, comparison and decision stages.
A significant 36 per cent of holiday purchasers take more than one month from their first search to make their decision!
To fully understand your customers’ decision-making process, and to correctly allocate the value of different search terms, choose a tracking solution that captures every click that contributes to a purchase, not just the final one.
Google’s conversion tracking tool provides only the basics but a more sophisticated search analytics service as provided by specialist search agencies, will give you the really useful insight that you need.
NB: This How To series is authored by Nigel Muir of DBD Media
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Hi Nigel
Would be good to get a list of providors that can capture every click, not just the final one.
The buying cycle is complex and surely is dependant on the type of travel being sold. We sell complex Safaris and the buying cycle is very different to the sale of a weekend getaway.
I agree you need to track the user from start to finish, but the importance of each stage, and hence the PPC allocation, is relative to the type of holiday being sold.