1. PAID SEARCH IN THE TRAVEL SECTOR JIM BANKS GLOBAL HEAD OF BIDDABLE MEDIA CHEAPFLIGHTS

3. ” “ 3 Golden Rules for travel paid search

4. @jimbanks #FOS16

5. IF YOU RISK NOTHING.. Always be testing hypothesis Always seek out new betas Don’t be afraid to make mistakes @jimbanks #FOS16

7. BE A NINJA Don’t be obvious – Don’t name your Campaigns – “Top 10 keywords” unless you are throwing your competition a curve ball Use the human factor – Man will win over machine, every time. @jimbanks #FOS16

11. ZIG VS. ZAG Don’t do something just because Google or Bing says so (NSS) Dynamic Keyword Insertion (DKI) can be great… or horrible Use dedicated PPC landing pages – Strip it down Don’t just import Google to Bing and think you are done @jimbanks #FOS16

13. THE ANOMALIES OF PAID SEARCH FOR TRAVEL The biggest competitor for travel advertisers is Google Typical best practise techniques for paid search don’t apply The value of the “head” terms is huge Most advertisers lose money – so having strong SEO is vital Brand bidding is a pandemic The halo effect of organic and paid together is greater in travel than other sectors @jimbanks #FOS16

28. HOW TRAVEL SEARCH USED TO BE….. I want to go somewhere Book tickets

29. TRAVEL SEARCH IN 2016…. DesireResearchBookExperienceDepression

30. SO WHICH OF THOSE 419 ARE THE MOMENTS THAT MATTER ? @jimbanks #FOS16

31. B2C OR B2B B2C typically 2-3 vacations a year B2B typically 2-3 vacations a year & a number of business trips Both increasingly involve mobile as facilitators in the decision making process @jimbanks #FOS16

32. NUMBER 1 AIM OF ALL TRAVEL ADVERTISERS Reduce dependency on Google @jimbanks #FOS16

33. WHAT WORKS Cross promotion – Flights to hotels, flights to car rental App promotion – Universal App campaigns Day-parting – 168 hours a week Weather Device modifiers Location targeting Form Factors – iPhone 4 vs. iPhone 6S Value Track Parameters Labels @jimbanks #FOS16

34. WHAT DOESN’T WORK Review extensions Bid management tools Extensions generally @jimbanks #FOS16

35. WHAT MIGHT WORK Comprehensive sitelinks The human factor Local knowledge Campaign based activity @jimbanks #FOS16

36. THE TROJAN HORSE

37. MOBILE / APP STRATEGY More than average number of visits via mobile Less friction to get to search results Personalisation Track activity cross-device - UID NO dependency on search @jimbanks #FOS16

38. COOL THINGS Ad customizers DSA Facebook to Google & Google to Facebook Bing Remarketing Custom Audiences from List Behavioral segmentation @jimbanks #FOS16

39. AD CUSTOMISERS @jimbanks #FOS16

40. DSA (DYNAMIC SEARCH ADS) @jimbanks #FOS16

43. CUSTOM LOOKALIKE AUDIENCES (TIERED OF COURSE) @jimbanks #FOS16

44. SUMMARY Paid search in travel turns best practice on it’s head It’s almost entirely moving towards apps and mobile web It’s becoming almost entirely pay to play @jimbanks #FOS16

46. THANKS JIM.BANKS@SPADESMEDIA.COM +1 347 674 5789 @JIMBANKS HTTP://WWW.LINKEDIN.COM/IN/JIMBANKS