Save perhaps the financial sector, few industries are forced to navigate as many laws, regulations, and unique constraints as the airline industry. However, if you strip away the many rules and requirements surrounding air transportation, an airline is no different...
The holiday season is just around the corner! This checklist was inspired by a recent analysis of two retail brands, and is meant to provide you with some of the best practices that we have found helped get the most out of this season. Here are some recommendations:...
Promotions are an important part of every e-commerce search campaign. They enable businesses to advertise special deals to their target market in order to drive more traffic (through CTR) and at the same time increase conversions. Ad Customizers is a tool which allows...
In the first part of this article, we mentioned the different approaches that an account manager can use while optimizing an SEM campaign buildout. However, when dealing with a complex and robust account (for us that means an airline with more than 5,000 unique routes...
In our Paid Search consulting engagements with various clients, one of the most frequent account issues we encounter is also one of the most fundamental: lack of disciplined naming conventions and, subsequently, poor account segmentation. Frequently, account managers...
A typical airline report on SEM performance will show that the majority of revenue is generated by branded search queries (e.g., “american airlines flights”). Because Google Adwords attributes conversions back to the campaign that was last clicked, airline marketers...
