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...
Over the past couple years, the global roll-out of Google Flights has been one of the highest impact events affecting the search performance of the airlines with whom we work. This is true primarily from an SEO perspective, but Google Flights has also affected Paid...
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...
One of the most interesting parts of our job at EveryMundo is performing SEM assessments for airlines. We have done this exercise for large, medium and small-sized airlines from diverse regions of the world. One might assume that, because airlines are highly complex...
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...
