Webinar: Google and OTX Present: The Traveler's Road to Decision
Wondering which online and offline channels are the most influential to a travel booker, or what resources they utilize before booking? And how does this behavior vary among different types of travelers?
To answer these questions, Google partnered with Online Testing Exchange to explore how travelers make decisions and to identify key points where brand message can make a difference. Join your hosts on Tuesday, July 21st at 10:00am PDT to learn:
- What the most important travel planning resources are for consumers
- How behavior among affluent, business, and leisure travelers differs
- Where and why search engines are used in the travel booking process
- When online travel videos are viewed and how they influence purchase decisions
Case Study: Success takes flight for Hawaiian Airlines
Facing a challenging market, Hawaiian Airlines looked to expand its online presence beyond search marketing. It worked closely with digital agency Razorfish to increase direct response metrics through greater brand awareness and loyalty.
They started with a limited display ads test on the Google Content Network, targeting images of Hawaii to three key audiences: families going on vacation, baby boomers, and seniors. The images resonated with users, and the test successfully hit the company's sales goals, leading to further investment in display ads in the summer of 2008. Despite high fuel costs affecting travel behavior, Hawaiian Airlines saw 3% year-over-year growth in ticket orders and revenue, and display ads are now a core part of their advertising strategy.
Next, they tested the "What Island Am I?" application, which enabled Hawaiian Airlines to effectively reach new customers and help them plan their trips. According to Brooke Boyle, Razorfish search manager, “The ‘What Island Am I?’ campaign performed better than all of the other media we purchased, and branding with display paid off and fueled our search campaigns.”
Click here to download the case study. To learn more about advertising on the Google Content Network, visit the product microsite. In addition, check out on-demand training resources on Ad Planner and Content Optimization to help you create and optimize clients' content network campaigns.
