In the highly competitive travel industry, marketers seek an edge that will allow them to win a greater click share from qualified travel prospects. Actionable audience intelligence and effective targeting technologies are essential for marketers to qualify and reach travel searchers.
- Higher Conversion Rates: Microsoft adCenter delivers a higher converting audience for online travel agencies.
- Audience Intelligence: adCenter and adCenter Labs offer unique insights into travel audience profile and behavior.
- Targeting: adCenter gives travel marketers the ability to reach target audiences more effectively.
Third-party research has proven that adCenter delivers to online travel agency advertisers a higher converting audience.1
Gender: Females Are More Likely to Click
Microsoft adCenter demographic data indicates that Live Search travel seekers in each of the four categories are predominately females. The female percentage ranges from a high of 62 percent for those querying for Cruises to 55 percent for those engaging in Tourism & Destination related queries.
A significant variance in gender exists between those who search and those who click. Females not only see more impressions but they are more likely to click on ads—in some instances, particularly for Tourism and Destination ads, females account for an additional 15 percent of clicks than their male counterparts.
Age: 35- to 60-Year-Olds Most Valuable Travel Customers
When considering age, the graph above demonstrates that for each of the four travel categories, 35- to 65-year-olds drive the majority of both search impressions and ad clicks, although this cohort under-indexes on clicks as compared to the number of search impressions. Interestingly, the 18 to 35 set invariably over-indexes on clicks as compared to the number of impressions.
Microsoft adCenter’s Age & Gender demographics tool helps marketers determine the profile of searchers to easily target the right audience (See
Research Best Practice)
- Research demographic profile of audience.
- Leverage historical data to help inform your targeting strategy.
Microsoft adCenter’s Geography targeting tool along with day-parting and automatic ad optimization empower marketers to plan an effective travel campaign:
- Use exclusive geo-targeting for promotions (example: special flight deals) that are specific to certain metros.
- Target high converting metro areas with incremental bids.
- Align ad creative with other marketing efforts such as e-mail blasts during the day and catalog mailings to certain cities.
- Determine day-part trends of search behavior during travel season and use incremental bids during heavy traffic times.
- Write multiple creative and let adCenter auto-optimize for highest CTR.
Microsoft adCenter Lab’s research tools help marketers successfully identify user intent and anticipate query share volume. Four key tools to help identify keywords throughout the buying cycle are:
- Keyword Forecast tool forecasts impression counts and demographic predictions for one or more search terms.
- Search Funnel tool allows the marketer to understand search sequences and identify competitor behavior.
- Forecasting Search Volume Seasonality helps marketers see likely search patterns among travel seekers.
- Keyword Detecting Online Commercial Intent allows marketers to test the commercial viability of keyword list.
A
Live Search ad campaign, powered by Microsoft adCenter, provides a fantastic forum to target your desired audience.
A valuable element of any successful online advertising strategy, Live Search reaches over 98 million people per month across the
MSN and
Windows Live network.
2 Expose your business to this large audience today.
It’s easy to start your Live Search ad campaign—simply provide your contact details and pay a one-time, $5 fee to create your Microsoft adCenter account.
Sign up now to see what adCenter can do for you.
