Internet marketers advised to react to trends
Internet advertisers should consider changing keywords to reflect market trends, according to Microsoft.
Holiday companies need to consider changing their keywords to reflect recent trends if their internet advertising campaigns are to be successful, an industry expert has advised.
Microsoft adCenter has analysed its UK travel-related traffic and found that the number of clicks was 88 per cent higher in the final quarter of last year than during the corresponding period in 2007.
However, Microsoft’s travel search media analyst Libby Thomas said that the growth did not mean holiday firms could afford to become complacent about internet advertising, as only companies that do it well get results.
Writing on the adCenter blog, she explained that factors such as the weakening pound meant the US and eurozone destinations are not as popular as they once were with British holidaymakers, and that marketers need to react to that.
“Breaks are being booked to alternative hotspots, including Iceland, Oman and Lebanon. Staycations – holidays in the UK – are becoming increasing popular. Ensure these keywords are in your account if applicable,” she said.
Ms Thomas also revealed that searchers were increasingly choosing to click on holiday ads which contain “trust-related language”, meaning companies which promoted the fact their breaks are Atol protected are becoming more popular.
Microsoft adCenter recently advised marketers to take advantage of seasonal trends such as new year diets by adjusting their keywords to make them more relevant.
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