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Five ways to ready your family travel campaigns for takeoff

Today, more than ever, families need a break from the everyday. Both parents and kids are stressed. According to Project Time Off, 6 out of 7 kids say their parent brings work stress home and 79% of kids report experiencing some degree of stress in their daily lives.1 What’s more, 77% of kids report feeling no stress when a parent takes time off and spends it with them.

How do travel marketers reach out to the more than 1/3 of Americans who plan to take a family vacation in the next 12 months?2 With the waves, rollercoasters and fun just a few clicks away for family travel planners, your family travel campaigns need to be ready to takeoff when inspiration strikes. Below are five ways that will help you be there from inspiration through booking.

1. Tap into 41% of travel paid clicks

To make the most of your family travel campaigns, get to know the Bing Ads audience. With the Bing Network, you’ll get access to 41% of travel paid clicks and a pool of educated affluent consumers.3,4

Furthermore, Bing Network users have families and are travelers. 51M users have children in the household.5 60M users have taken a trip within the continental U.S. and 17M have taken a trip outside the continental U.S. in the last 12 months.This is an audience you won’t want to miss out on.
For more insights on our audience, visit the Audience Insights page.

2. Target your unique audience

On the Bing Network, we’ve found that women and GenXers are most likely to plan family travel. Women perform more Travel & Tourism searches than men (59% vs 41%), and they’re also more likely to search for family vacation ideas (68% vs. 32%). In addition, GenXers (ages 35-49) perform 4 in 10 searches for family vacation ideas.7

Reach out to family travel planners with demographic targeting. Combine it with time of day and location targeting and you’ll be able to home in on your unique target audience.

3. Invest in a cross-device strategy

Bing Network users are likely to use mobile devices to search for inspiration and PC/tablet devices to evaluate their options and make a reservation. For example, we see higher mobile search volume for family vacation ideas and the higher PC/tablet search volume for destinations. For any campaign, it’s important to invest across devices to reach consumers wherever they are and on whichever device they choose.

Use device targeting to reach idea seekers on mobile devices and evaluators on PCs and tablets. With bid adjustments for each device type (PC, tablet, mobile), you’ll have the control you need to effectively manage campaign performance and return on ad spend.

4. Bid on brand terms for Theme Parks and Cruises

Branded queries are a big player in theme park and cruise related searches and clicks. On the Bing Network, branded queries accounted for 96% of Theme Parks clicks and 71% of Cruises & Cruise Services clicks.8

Capture more clicks and keep competitors at bay by bidding on your own brand terms. Our Brand Term Bidding study found that brand term bidding yielded a 44% lift in incremental paid and organic clicks for Travel & Tourism advertisers.9

You’ll also want to bid on your competitors’ brand terms to exploit any holes in their armor. For theme parks, focus on both the parks and their attractions. For cruises, focus on expanding your keyword lists to include ships and destinations, in addition to cruise line brands.

5. Increase ad engagement and acquire new customers

Take advantage of some of the available tools, extensions and features to increase your ad engagement and acquire new customers.
  • Take advantage of the new Expanded Text Ads, which provide more ad space to help you create more compelling calls to action for family travel planners and drive higher conversions to your business.
  • To highlight key information in your products or site, check out Sitelink and Enhanced Sitelink extensions. These additional links in your ads take people to specific pages on your website and can boost CTR by up to 13% over standard text ads.
  • Give prospective customers more reasons to click your ads with Callout and Review extensions by highlighting specific features, special offers and positive reviews.
  • Use Remarketing in Paid Search together with Universal Event Tracking (UET) to connect with existing customers and travel planners who have visited your website before and may have not yet converted or are more likely to convert again. With Remarketing in Paid Search, you can tailor your ads based on their actions and re-engage with high-value searchers.
  • Get more conversions with the Enhanced CPC bid strategy. Drawing on the conversion tracking available with UET, Enhanced CPC enables Bing Ads to automatically adjust your bids in real time so that you bid up to 30% higher on travel planners who are more likely to convert and bid up to 100% less on users less likely to convert.
Interested in learning more? We’ve got more family travel search trends and insights for the most popular family vacation destinations in our family travel presentation. Download it today!
For more seasonal and vertical insights, check out the Bing Ads Insights Portal.
[2] AAA, AAA: More Than One-Third of Americans Will Take a Family Vacation This Year, April 21, 2016, based on trips 50 miles or more away from home involving two or more immediate family members.
[3] comScore qSearch (custom), US, June 2016; industry categories based on comScore classifications.
[4] comScore Plan Metrix, US, May 2016, custom measure created using comScore indices and duplication.
[5] comScore Plan Metrix, US, July 2016, custom measure created using comScore indices and duplication.
[6] comScore Plan Metrix, US, June 2016, custom measure created using comScore indices and duplication. June data was used to reflect the beginning of the family travel season.
[7] Microsoft internal data, Travel & Tourism and Family Vacations & Travel related searches and clicks, July 2016, all devices.
[8] Microsoft internal data analysis, Jun 2015 - Jun 2016, based on the top 1000 queries for Theme Parks, and on the top 1000 queries for Cruises & Cruise Services.
[9] Microsoft, The Value of Bidding on Your Brand Terms: Travel Edition, 2015. Based on internal data analysis, December 2014. Study looked at the travel industry and captured 400,000 impressions. Note: Brand Ads are in Mainline Position 1. No brand ad in this case means organic only listing.