• About Us
  • Contributors
  • Guides
  • Speaking Engagements
  • Write for The SEM Post
  • Submit a tip or contact us!
  • Newsletters

The SEM Post

Latest News About SEO, SEM, PPC & Search Engines

  • Google
  • SEO
  • Mobile
  • Local
  • Bing
  • Pay Per Click
  • Facebook
  • Twitter
  • State of the Industry
You are here: Home / Bing / Travel PPC: 3 Ways to Inspire Family Travel Planners to Buy Your Vacation

Travel PPC: 3 Ways to Inspire Family Travel Planners to Buy Your Vacation

February 21, 2017 at 6:09 am PST By John Lee

  • Facebook
  • Twitter
  • Google+
  • Pinterest
  • LinkedIn
  • Email
  • WhatsApp
  • Evernote
  • SMS

The holiday season has passed. The first major holiday of the year (Valentine’s Day) is in the rear-view mirror. PPC advertisers can finally catch a break. Well, that is unless you’re in the travel industry! Now is the time to begin preparing for the many families who are already searching for vacation round 2. With the number of travel resources available online, families are able to prepare every miniscule detail of their trips – something they’ve been taking full advantage of!

73 percent of family travel planners use search engines to make travel decisions, and 30 percent declared search engines as their most important information source. When are these travel-seekers searching for inspiration? Bing data from the Bing Ads Insights Team revealed that the springtime, specifically April, is prime time for family vacation idea exploring. (Bing)

Let’s explore three key points derived from data in Bing Ads’ Family Travel Insights Report that will help you catch the eyes (and cash) of family-vacation-planners everywhere.

1. Be inclusive of all family members that range in age

Family vacations are anticipated as a time of cultivating connections and tightening family bonds. Make sure to keep this theme of “connection” in mind by being inclusive on your landing pages and marketing. While one individual may do the research, the entire family will be traveling together. Parents, partners, kids, grandparents… the list goes on.

Create Sitelinks or Callout Extensions within your PPC campaigns to lay the inclusive groundwork. Utilize your landing pages to showcase the various family-friendly amenities and services for all ages. Bing data revealed that 51 million Bing Network users have children in the household. Displaying inclusive ads and content will be the perfect way to inspire vacation ideas for the whole family, and seal the vacation deal.

2. Optimize your ads for both mobile and PC/tablet usage

How often do you find yourself surfing the net on your phone to spark ideas? How often do you make big decisions using search engines on your phone? Bing data revealed that interestingly, users seem to utilize their mobile and PC/tablet mediums differently. Mobile devices appeared much more promising for swift searches and vacation inspiration. Although this inspiration is the basis of vacation decisions, the ultimate vacation destinations were often decided and booked using a PC/tablet.

How does this information help? It’s crucial to ensure that you’re invested in producing quality campaign content to reach all consumers; no matter where they are and what device they choose to use. It has been shown that travel-related mobile clicks offer a lower cost-per-click (CPC), which would allow you to stretch your marketing dollars. Maximize the potential of those lower-cost mobile clicks with remarketing for search and be top-of-mind (and results) when the family travel research transitions from mobile to desktop!

3. Pay attention to emerging trends in family vacation desires

Everyone loves a good vacation, but what makes a vacation great is when it doesn’t leave a gaping hole in your pocket. According to Bing data, the top growth term in regards to family vacations and travel is “cheap family vacations”. In addition to an affordable vacation, a desire for outdoor activities appeared as a prominent trend.

What types of outdoor activities have families been on the lookout for? A growing interest in commonly less popular national parks has appeared. Although Yellowstone, the Grand Canyon, Yosemite, and Glacier National Parks remain at the top of the list, growth appeared in searches for Death Valley, Canyonlands, and Petrified Forest National Parks.

Consumers also dream of visiting the beach all year long. Try investing in year-round campaigns that will remind this market of the sandy beaches they could be on. Utilizing remarketing would be a great way to reach previous visitors for these reminders.

Paying attention to and staying ahead of emerging trends will allow for the ultimate optimization of your ads. Follow trends, and update your keyword lists and ad copy as needed to be effective all year round.

***

With Christmas trees hardly taken down, it’s hard to imagine the idea of more family vacations donning any minds. Seasonality is a fickle thing, particularly with travel. Vacations are a big-ticket item and are planned months ahead of the actual date of the trip. Knowing how to pivot and optimize your campaigns based on high vs. low travel seasons can’t be overstated. With the peak of family-vacation searches coming up in the spring, it’s important to start taking a look at how you can capture the attention of these travelers.

The 3 pointers provided shed some light on where the family travel market is heading in 2017. The crazy-smart data insights folks at Bing analyzed data that ultimately lead to these crazy-simple conclusions: It’s time to display your inclusiveness, it’s vital to be present whether mobile or PC/tablet, and it’s key to pay attention to emerging trends.

Want to keep learning more? Take a look at Bing Ads Family Travel Insights Report. An interesting read that almost competes with taking a vacation itself. (Emphasis: almost).

  • Facebook
  • Twitter
  • Google+
  • Pinterest
  • LinkedIn
  • Email
  • WhatsApp
  • Evernote
  • SMS
The following two tabs change content below.
  • Bio
  • Latest Posts
My Twitter profileMy Facebook profileMy Google+ profileMy LinkedIn profile

John Lee

Sr. Client Development and Training Manager at Bing Ads / Microsoft
John is an internet marketing jack-of-all-trades with expertise in PPC, SEO, and social media marketing. Working in the search marketing industry since 2006, John spent time at Hanapin Marketing, Wordstream and Clix Marketing before joining Microsoft / Bing Ads in late 2016. John is also an avid blogger, and has been featured on Search Engine Watch, ClickZ, Acquisio blog, Clix Marketing blog, Wordstream blog, PPC Hero, SEO Boy and Website Magazine. He is also a speaker for SMX, SocialPro, ClickZ Live, HeroConf, Ticket Summit, MN Search Summit, Zenith and State of Search.
My Twitter profileMy Facebook profileMy Google+ profileMy LinkedIn profile

Latest posts by John Lee (see all)

  • Travel PPC: 3 Ways to Inspire Family Travel Planners to Buy Your Vacation - February 21, 2017
  • What’s Going On! Is Google AdWords Squeezing Out 3rd Party Tracking? - March 11, 2015
  • PPC Growth Hacking: Building a Community Through Shared Knowledge - August 12, 2014
  • Where Do They Get All Those Wonderful Toys? A Twitter Ads Refresher - July 31, 2014

Filed Under: Bing, Pay Per Click Tagged With: Bing, Bing Ads, pay per click, PPC, search, search data, search trends, seasonality, sem, travel, vacation

Sign up for our newsletter


Founder & Editor

Jennifer Slegg (2052)

Sign up for our daily news recap & weekly newsletter.


Follow us online

  • Facebook
  • Google+
  • Linkedin
  • Pinterest
  • Twitter

Latest News

2022 Update for Google Quality Rater Guidelines – Big YMYL Updates

We finally have the first Google Quality Rater Guidelines update of 2022, and like usual, it is … [Read More...]

Recent Posts

  • 2022 Update for Google Quality Rater Guidelines – Big YMYL Updates
  • Google Quality Rater Guidelines: The Low Quality 2021 Update
  • Rethinking Affiliate Sites With Google’s Product Review Update
  • New Google Quality Rater Guidelines, Update Adds Emphasis on Needs Met
  • Google Updates Experiment Statistics for Quality Raters
  • Analyzing “How Google Search Works” Changes from Google
  • Google Quality Rater Guidelines Update: New Introduction, Rater Bias & Political Affiliations
  • Google Updates Quality Rater Guidelines: Reputation for News Sites; Video Content Updates; Quality for Information Sites
  • Google Makes Major Changes to NoFollow, Adds Sponsored & UGC Tags
  • Google Updates Quality Rater Guidelines Targeting E-A-T, Page Quality & Interstitials

Categories

  • Affiliate Marketing
  • Amazon
  • Apple
  • Bing
  • Branding
  • Browsers
  • Chrome
  • Content Marketing
  • Design
  • Domains
  • DuckDuckGo
  • Email
  • Facebook
  • Firefox
  • Foursquare
  • Google
    • Analytics
    • Google RankBrain
    • Quality Rater's Guidelines
  • History of Search
  • Industry Spotlight
  • Instagram
  • Internet Explorer
  • Links
  • Local
  • Mobile
  • Native Advertising
  • Other Search Engines
  • Pay Per Click
  • Pinterest
  • Publishers
  • Security
  • SEO
  • Snapchat
  • Social Media
  • State of the Industry
  • The SEM Post
  • Tools
  • Twitter
  • Uncategorized
  • User Experience
  • Video Marketing
  • Week in Review
  • Whitepapers
  • Wordpress
  • Yahoo
  • Yelp
  • YouTube
June 2025
MTWTFSS
« Aug  
 1
2345678
9101112131415
16171819202122
23242526272829
30 

Meta

  • Log in
  • Entries RSS
  • Comments RSS
  • WordPress.org

Copyright © 2025 · News Pro Theme On Genesis Framework · WordPress · Log in