EveryMundo Blog
New Report from EveryMundo Outlines How Airlines can Conquer Customer Acquisition Challenges
Download the 2016 Airline Marketing Outlook here! When it comes to customer acquisition, airlines face a more competitive and rapidly changing market than ever. For years, carriers have faced huge challenges in marketing and business development – challenges that...
SEO & Customer Acquisition for Airlines – Value
Since the early 2000s, the rise and popularity of online travel agencies (OTAs) and metasearch engines (MSEs) has largely – and accurately – been attributed to travelers’ growing use of online search and their affinity for convenience and bargains. However, as the...
Why Stronger Online Marketing is the Key to Growth for Airlines
In almost all consumer-facing industries, online retailers and ecommerce businesses tend to think long-term when it comes to their customers. A site like Amazon, for example, does not propose to sell a consumer a single book – it aims to acquire a customer who will...
Reevaluating OTA Relationships: Retailers Don’t Lease their Customers – Why Should Airlines?
Save perhaps the financial sector, few industries are forced to navigate as many laws, regulations, and unique constraints as the airline industry. However, if you strip away the many rules and requirements surrounding air transportation, an airline is no different...
The Booking Battle: How Airlines Can Win Back Online Customers
As airlines navigate their many business development challenges – stringent regulations, tough competition, shrinking margins, and ever-changing traveler preferences to name a few – they have to pick their battles. It is essential for airlines to consider what to...
Holiday PPC Checklist for Retailers
The holiday season is just around the corner! This checklist was inspired by a recent analysis of two retail brands, and is meant to provide you with some of the best practices that we have found helped get the most out of this season. Here are some recommendations:...
Measure Flight Search Initiation (FSI) in Google Analytics to elevate your Mobile PPC Campaigns
A variety of common "I want" scenarios result in micro-moments during which customers take steps or make decisions on the fly, typically on a smartphone. The traditional customer journey is fractured into dozens or hundreds of real-time, intent-driven moments. Airline...
Should You Use Ad Customizers?
Promotions are an important part of every e-commerce search campaign. They enable businesses to advertise special deals to their target market in order to drive more traffic (through CTR) and at the same time increase conversions. Ad Customizers is a tool which allows...
Google Flights Displaying in Brand Search Results
This week, Google began displaying their Google flights widget along with results for Branded Searches. Branded searches are queries in which a specific airline is identified, which is often considered to indicate a user’s intention to book (or browse) on a specific...
How to set up Multi-currency in Google Analytics using Google Tag Manager – Airline Example
The success of any airline ecommerce manager is based on the ability to accurately measure the success or failure of their strategies. One of the elements that is most commonly overlooked is the proper measurement of multiple currencies. This is especially relevant...
The Importance of Organized SEM Campaign Buildout
In the first part of this article, we mentioned the different approaches that an account manager can use while optimizing an SEM campaign buildout. However, when dealing with a complex and robust account (for us that means an airline with more than 5,000 unique routes...
Google Flights: Friend or Enemy to Airlines in Search?
Over the past couple years, the global roll-out of Google Flights has been one of the highest impact events affecting the search performance of the airlines with whom we work. This is true primarily from an SEO perspective, but Google Flights has also affected Paid...
How to Structure & Name PPC Campaigns for Airlines (Part 1)
In our Paid Search consulting engagements with various clients, one of the most frequent account issues we encounter is also one of the most fundamental: lack of disciplined naming conventions and, subsequently, poor account segmentation. Frequently, account managers...
Common Mistakes Airlines Make In Paid Search (Part 1)
One of the most interesting parts of our job at EveryMundo is performing SEM assessments for airlines. We have done this exercise for large, medium and small-sized airlines from diverse regions of the world. One might assume that, because airlines are highly complex...
Are Airline Destination and Route Pages Doorway Pages? Spoiler Alert: No.
Recently, Google announced its intention to change the way its algorithm regards Doorway Pages. This prompted us to spend some time thinking about doorway pages in the context of our little universe of airlines. We asked ourselves the following question: would Google...