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AdCenter - Microsoft Advertising
adCenter Best Practices for Travel Advertisers Libby Thomas Craig Brown Agenda Structure Planning Seasonality Traffic CTR Conversions When to go Packing Travelling The holiday Structure - adCenter Account Hierarchy Structure - adCenter Account Hierarchy Account MSN Holidays Structure - adCenter Account Hierarchy Campaign Greece Holidays Structure - adCenter Account Hierarchy Ad Groups Zante Holidays Laganas Holidays Structure - adCenter Account Hierarchy Keywords & Ads Cheap Laganas Holidays Laganas Holiday Laganas Holiday August Structure Why? 1. Tailored ad copy Structure Why? 2. Reporting and maintenance 5000 4500 4000 3500 3000 2500 Zante 2000 Greece 1500 1000 500 0 Jan Feb Mar Apr May June July Aug Sept Oct Structure Why? 3. Demographic targeting Greece Holiday Keywords Laganas Holiday Keywords 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Age & Gender 60% Search Percentage Search Percentage Age & Gender 50% 40% 30% 20% 10% 0% 18-25 26-35 36-50 51-65 65+ 18-25 Age Bucket 26-35 36-50 Age Bucket Females Males 51-65 65+ Seasonality: When to go Live Search Travel Impression Seasonality 25,000,000 20,000,000 15,000,000 10,000,000 Christmas and New Year keywords Have holiday keywords ready for January peak City breaks/ flights/hotels Easter breaks 5,000,000 Ski/winter Valentines Late bookings - Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Seasonality: Locations Seasonality: Locations Impressions: Flights to New York 8000 7000 6000 5000 4000 3000 2000 1000 0 Nov Dec 2006 Jan Feb Mar Apr May Jun Jul 2007 Aug Sep Seasonality: Locations Impressions: Flights to Spain 14000 12000 10000 8000 6000 4000 2000 0 Nov Dec 2006 Jan Feb Mar Apr May Jun Jul 2007 Aug Sep Seasonality: Locations Impressions: Flights to Paris 4000 3500 3000 2500 2000 1500 1000 500 0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2006 2007 Seasonality: Locations Impressions: Flights to Australia 12000 10000 8000 6000 4000 2000 0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2006 2007 Traffic Information Gathering Refinement & Filtering Purchase Generic Seasonal Destination Brand Modifiers Click-through-rate Write great ads Click-through-rate Add negative match list Click-through-rate: Bidding Why use all 3 match types? Keyword = holiday Laganas Exact: holiday Laganas Phrase: cheap holiday Laganas Broad: holiday flights Laganas Conversions Landing pages Conversions Use demographic targeting Conversions Use demographic targeting Family holiday keywords Search Percentage 30% Strategy: Age and Gender 25% 20% 15% 10% 5% 0% 18-25 26-35 36-50 51-65 65+ Age Bucket Female Male Conversions Use demographic targeting 18-30 holiday keywords Search Percentage 30% Strategy: Age and Gender 25% 20% 15% 10% 5% 0% 18-25 26-35 36-50 51-65 65+ Age Bucket Female Male Conversions 35% 30% 25% 25% 20% 15% 10% 5% 0% -5% 20% 15% 10% 5% >18 Female Male Female Male Female Male Female Male Female Male Female 0% Male Impression Distribution 25% 18-25 25-35 35-50 50-65 65+ Impression Distribution Click Distribution Click Distribution Demographics for Athens flight-type keywords for the week after Liverpool qualified for the Champions League final Conversions Demographics for Athens flight-type keywords for the week after the Champions League final occurred 30% 25% 20% 20% 15% 15% 10% 10% 5% >18 Female Male Female Male Female Male Female Male -5% Female 0% Male 0% Female 5% 18-25 25-35 35-50 50-65 65+ Impression Distribution Click Distribution Click Distribution 25% 25% Male Impression Distribution 30% Conversions Use demographic targeting Day parting Traffic Trends 8000 7000 Search count 6000 5000 4000 3000 2000 1000 0 Mon 06 Mon 13 Mon 20 Date range - August Mon 27 Summary Structure Planning Seasonality Traffic CTR Conversions When to go Packing Travelling The holiday
