With summer arriving and ‘last minute holiday’ searches rising, now’s the time to start thinking about your PPC strategy.
Most businesses, regardless of industry, will be subject to some level of holiday seasonality, so it is important to consider steps for preparation to ensure you capture the market at the right time.
Data from the past 5 years shows the search term ‘last minute holidays’ increases from April and peaks in late July/early August (Google Trends). If left until July/August to start implementing changes, you may have already missed the market.
Here are our top tips for your PPC strategy:
1. Don’t forget to cover all areas of the purchase funnel
Using a combination of both head and long-tail keywords will help connect with customers across all stages of the buying process; many people at the top of the funnel know they want a holiday but may not have chosen a destination yet, so it is important to bear this in mind when adding keywords.
2. Choose your keywords carefully to drive traffic
Adding high-volume keywords will increase the chances of your ad being seen but ensure that you set your bids and budgets appropriately and optimise frequently.
Here are some of the most popular search terms surrounding ‘last minute holidays’ from Google’s Keyword Planner.
Keyword Avg. Monthly Searches
last minute holidays 301,000
last minute holiday deals 49,500
late holiday deals 22,200
cheap last minute holidays 22,200
late deal holidays 22,200
last minute holidays uk 22,200
lastminute holidays 18,100
last minute breaks 9,900
late holidays 5,400
holidays last minute 2,900
3. Avoid using ‘last click’ on the attribution model
It’s easy to only credit the final click or step a customer makes when purchasing, but it’s also important to remember the journey they have been on to get there. Last minute holidays often require lots of research before buying and this can mean multiple touch points. Credit those touch points appropriately so that you don’t risk turning off keywords that were effective during those valuable early stages of the research cycle!
