Travel SEM Is at a Crossroads
Paid search will be even more contentious for travel marketers as Google’s search and travel developments evolve.
Shift to mobile and increase in impressions define competitive marketplace
Travel marketers are well aware of search marketing’s importance to the online travel market. According to a Q2 2012 survey from iPerceptions, 40% of US online travel consumers entered the purchase funnel through search engines. And as smartphones and tablets become more ubiquitous, some of that search traffic is coming from mobile.
Notably, The Search Agency’s “State of Paid Search Report Q3 2012” found that tablets gained a full 8 percentage points of paid click share year-over-year, while smartphones also jumped 3 percentage points in that time period.
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