Non-Brand SEM enables Customer Acquisition
Non-brand SEM is incremental new customer acquisition – non-loyal customers expressing open-mindedness regarding the carrier they choose. Therefore, lifetime value needs to be considered, at least conceptually, when managing targets here.
Airlines should be on every O&D they fly first and foremost, then expand to more generic (but geotargeted) destination keywords if the CoS targets tolerate it.
The reason is to work from the bottom up in terms of CPC and competitiveness to ensure the revenue generated via SEM is as low-cost as possible, and therefore optimized.
Non branded terms are used capture new customers and incremental revenue from down-of-the-buying-funnel users. That is why non-branded terms have higher competition and have a more expensive CPC.
We can capture users searching for:
- Specific Routes
- Specific Destinations
- Acquire New Users