Travelocity's chief marketing officer Jeffrey Glueck recently spilled out some ROI numbers on paid search that has the industry buzzing. Glueck said 96 percent of Travelocity's conversions came from branded keywords used for paid search.
presence during research may not be directly measurable, as Glueck would like, but it stands to reason that it is important to have your brand present wherever it matters. But for good measure, we'll consider Glueck's stats, as presented at the IAB's Performance Marketing Forum:
- 2% of paid-search conversions originated from a searcher clicking on a non-branded term and then a branded term later
- According to 360i, branded keywords account for just 5% of search marketers' total spend, but account for 80% of profits from paid search
- 65% of Travelocity paid-search visitors arrived via one ad from one keyword
- 27% of Travelocity paid-search visitors clicked ads multiple times via the same keyword repeatedly
- 8% used a variety of keywords
- Geo-targeting works: local flight information offered in ads converted 6 to 7 times better than ad banners
Glueck told
No comments yet. Be the first to comment!