Travel sector PPC ‘more expensive but more effective’
Pay per click (PPC) advertising through Google has risen in cost due to increased competition for keywords in the travel industry, it has been claimed.
The Travel Trade Gazette claimed that Google’s fees had risen 20 per cent over the past year, a claim which the search engine reportedly acknowledged, while claiming that the benefits of the service were now greater.
Google was set to embark on search market analysis for keywords and customer behaviour in the travel sector, the Gazette claimed, as travel sector publishers looked to ensure that PPC through the search leader was paying off.
According to Travel Trade Gazette, Robin Frewer, Google’s travel, hospitality and leisure industry leader, said: "Everyone says cost per click is getting more expensive and, yes, it is up.
"But the way we work with our partners has increased the efficiency of their sites and helping them buy better keywords means those they choose are more effective."
Growing budget airlines have made foreign travel accessible to more and more people, making search engine optimisation (SEO) and pay per click (PPC) marketing techniques subject to increasing competition.
