30
May
2013

How to Capitalize on Summer Travel Using Display Advertising

05/30/2013
It’s a well-known (or not so well-known) fact that Memorial Day weekend kicks off the summer travel season. In the age of mobile and tablets these devices become indispensable travel companions and thus they become display advertiser’s “in” for reaching in-market users. According to YP News people consult two or more sources for recommendations while on the road. Recommendations including:
    • Hotels/lodging
    • Restaurants/food
    • Shopping
    • Gas stations/convenience stores
    • Maps/navigation

Top Searched Cities in Travel & Leisure

Last Year

This Year This year Boston tops out the list of most searched for cities in travel and leisure, pushing New York City to down to number 2 on the list. Data suggests that Americans make road trips most during the second half of the summer closer to back-to-school season. More searches for gas occur on Friday than any other day of the week. So, as a digital marketer how can you capitalize on this data and the wealth of searches occurring online? Search Retargeting Utlize element level search retargeting to target users on every device type (desktop, laptop, smartphone and tablet) searching for travel related terms including vacation and gas terms. Even close out the competition by including creating a competitor campaign focused on targeting users searching on competitor terms. Category Contextual Targeting Target users who are consuming content relevant to your travel offering. Target users who visit pages categorized under travel and choose from the following subcategories under travel:
  • Adventure travel
  • Africa
  • Air travel
  • Australia & New Zealnad
  • Bed & Breakfasts
  • Budget Travel
  • Business Travel
  • By US Locale
  • Camping
  • Canada
  • Carribbean
  • Cruises
  • Eastern Europe
  • Europe
  • France
  • Greece
  • Honeymoons/Getaways
  • Hotels
  • Italy
  • Japan
  • Mexico & Central America
  • National Parks
  • South America
  • Spas
  • Theme Parks
  • Traveling with Kids
  • United Kingdom
Keyword Contextual Targeting Take category contextual targeting a step further and target users who have visited pages containing the most important keywords to your travel campaign. For example, target a user who visits a website categorized as travel, subcategory: cruises and that contains the keyword “cruise reviews”. Then users are served your cruise line’s display ad to bring them to your website to convert. If you’d like to learn more about how to take advantage of the your audience’s online travel/vacation related activities this summer, contact us.