Category: Measurement | 30th Jun 2009

Return on investment (ROI) in search engine marketing (SEM) has seen a notable increase in the travel sector, a new report has suggested.

The Efficient Frontier UK Travel Report: Q1 2009 has revealed that search marketing impression volume increased by 32 per cent from the first quarter of last year to the same period in 2009.

According to the report, travel marketers have also begun to change their SEM strategies by reacting to recent shifts in consumer behaviour to increase profitability.

Meanwhile, the Efficient Frontier Q1 Search Engine Performance Report found earlier this year that cost-per-clicks (CPCs) for all sectors dropped, but CPCs in the travel sector increased by four per cent year-over-year.

"On the one hand, overall advertisers are cutting budgets resulting in cheaper clicks, on the other hand travel advertisers are seeing CPC inflation as competition in the space heats up," commented Jonathan Beeston, client services director of Efficient Frontier.

In recent news, it was revealed that the British Airports Authority is hoping to rebrand Heathrow and will use a high-profile poster campaign and change the airport's logo and colour scheme.

At HS&P we're obsessed by measurement and proving the value of our work. So much so that we're happy to be paid by our results.

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