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For Customers Looking to Vacation, Your Paid Search Ads Need to Deliver Them to the Right Destination

Jun 18, 2019 3:42:59 PM

Planning a trip is a pain.

Whether you're traveling by train or bus or plane, for business or for pleasure, putting together an itinerary, selecting the perfect location, and booking all of your accommodations can be an immensely frustrating experience.

As such, when potential customers are browsing sites looking to arrange the ideal getaway, they expect convenience, to be able to quickly find what they're looking for.

Unfortunately, that's not always the case.

Poor Paid Search Advertising Can Cause Unnecessary Layovers

Imagine the following: you've been planning a vacation for the past few months and you've finally decided you want to go to France. Of course, booking hotels and flights can be stressful, but you figure that--once you find the best package--it shouldn't be that much of a hassle.

In your search engine, you enter "France vacation" and you're immediately met with a deluge of paid search ads promising great hotel rates, scenic locales, and cheap flights. You click one and you're directed...

...to a homepage, from which you'll have to navigate through a complex website infrastructure to find the deals that you were promised by that advertisement.

While this brand's ad promised to simplify the sometimes stressful experience of planning a vacation, it directed you to unrelated resources, and forced you to take extra steps to find what it is you were looking for.

In all likelihood, you're going to leave that site and search for your query elsewhere.

Even the Biggest Names in Travel Struggle with Paid Search Advertising

The above hypothetical happens all too often, and many times the organizations whose paid search advertising causes such customer frustrations are totally unaware that this is happening.

Consider Club Med.

In order to understand the struggles major travel businesses face when it comes to paid search advertising, we conducted a simple Google search for "club med resorts in spain."

 

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When we clicked the paid search ad that greeted us upon our search, however, we weren't directed to what we were looking for.

 

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Much like in that hypothetical scenario, we were directed to Club Med's homepage, forced to find what we were looking for completely on our own.

What makes this more frustrating is that Club Med actually had the perfect landing page to direct us to, based on our search.

 

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Rather than directing us here (or even to the general Destinations page), the paid search advertising we clicked forced us to find our query on our own, despite promising unique and enticing deals on what we searched for.

What's Causing This?

Travel sites with large arrays of offerings are consistently highly dynamic. Consider, since Search Ads have fixed destination URLs, until a marketing manager updates the configuration, you'll begin to see part of the problem.

It's nearly impossible for marketing managers to keep up with the changes on your site--be they new deals, new destinations, or new partnerships--and, as a result, it is often easier to simply direct potential customers to the most general page possible, or hope that--if directed to an irrelevant page--they'll stay on your site to find what they were looking for.

Ultimately, without the use of automation, artificial intelligence, and semantic understanding paid search advertising is more likely to frustrate your customers than fulfill their needs.

No one likes an unexpected layover, whether it's a flight or an internet search.

But You Can Fix That

Even though our use case indicated a problem whose severity and frequency has gone largely unnoticed, it doesn’t mean that the problem isn’t solvable. In fact, solving the problem has shown an increase in conversion rates of 15 percent or more for major travel vendors.

Technology innovators like Vioby, a ForesightOne client, have been addressing this challenge and increasing travel site's paid search ROI. Vioby's AI technology is utilized to optimize customer experience and increase purchasing behaviors by predicting the most relevant destination page on your site for keywords on which you are bidding.

Vioby automates the selection process by its native integration and partnership with search management platforms like Google Search Ads 360 and Kenshoo. By doing so, it helps travelers find the deals they are looking for with more ease.

Get Your Customers Where They Want to Go

Paid search advertising is a powerful marketing tool, and a great way to connect your customers to the travel deals they're looking for as quickly and seamlessly as possible.

In order to seize on the full potential of paid search advertising, though, travel sites need to recognize their blindspots and adapt, engaging with solutions that ensure that the money they're spending and the ads they're building are actually assisting the shoppers they want to attract.

With Vioby, it's easier than ever to achieve this, and simpler than ever to leverage the very best technologies to optimize paid search advertising.

Whether it's the most relevant landing page or the most scenic beach, Vioby helps travel sites get their customers exactly where they want to go, turbulence free.

Michael Darer
Written by Michael Darer

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