Daniel Wilkinson, EVP Global PPC at Jellyfish, has this week written an article for 4Hotelier. The article looks at how best to structure search campaigns geographically to target both national and local audiences.
With a particular look at the travel industry, Daniel discusses the increasing competition within the search landscape and tips for how to best gain traction.
Below are some highlights from the article:
"We always advise focusing on the consumer first and then figure out what options are available to create the best possible consumer journey for that specific audience.
Digital habits and targeting options are very different between someone in Virginia looking for a hotel in New York City vs someone already in New York City looking for a hotel.
Google's Chief Business Officer, Omid Kordestani, recently reported that the number of location-based searches to help users find something close to them has doubled in the past year.
Google also recently reported that Google "buy" buttons will be available on mobile searches...and that the integration of the new smartphone feature will complement the growth of location-based searches. Clearly, local search is an increasingly important part of any marketing strategy."
To read the full article click here.