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旅游业的季节性

来源：花匠小妙招时间：2024-11-13 22:04

Travel Industry Seasonality
BY JENNIFER FARNFIELD
在最适当的时间运作PPC推广活动是一项具有挑战性的事情。
Running a PPC campaign effectively at the best of times can be a challenging thing.
除了费时，一个策略可能第一天运行有效第二天就失败了。
As well as being time consuming, a strategy that works one day can fail the next.
这就是为什么所谓的像我这样的“专家”优化和分析大量的数据，试图发生之前就认识的变化能有工作。
This is why so-called ‘experts’ such as myself have a job optimising and analysing masses of data, trying to recognise changes before they occur.
其中一个最具挑战性的方面是处理运行PPC推广活动时，试图认清季节性趋势。其中最难认识到这种趋势特别是细节，就是旅游业。
One of the most challenging aspects to deal with when running a PPC campaign is trying to recognise seasonality trends. One of the hardest industries to recognise such trends in detail, is the travel industry.
和各种旅游组织一起工作，看着他们有几年甚至几十年的数据，收集制定自己的营销计划是十分有趣的。话虽这么说，毫无疑问谷歌会花7亿美元在旅游数据聚合ITA软件公司上。
Working alongside various travel organisations, it’s interesting to see they have years or even decades of data, collected to formulate their marketing plans. With that said, it’s really no surprise that Google spent $700 million dollars on Travel data aggregator ITA software INC.
在一个基本的水平，如果一家旅游公司重点是售卖夏天目的地的节假日，那么你能简单想到的季节性。人们希望在暑假期间出门，所以你的销售高峰月份将是在春季和之后一直到夏天的数月。
On a basic level, if a travel company focus’ on selling holidays to summer destinations, then you could think seasonality is easy. People want to go away during the summer months, so your peak months for sales are going to be during the spring and the months running up to the summer.
然而，从过去的经验来看，也有在大规模的兴趣峰值在一月能被见到，这可以用任何搜索使用“搜索解析”为旅游相关的关键词中看出。
However, from past experience, there is also a massive peak of interest in January this can be seen with any search using ‘Insights for Search’ for travel related keywords.
研究还表明，人们更容易在周一或周二的做出旅行购买的决定。日子的区别可是让所有你的钱不是都花在周末了，因此大量帮助这一点。
Studies also show that people are more likely to make travel purchases on a Monday or Tuesday. Day parting so all your money isn’t spent on the weekend can therefore, massively help with this.
旅游业也是人们不会冲动购物的一个行业之一。平均而言，40％的节假日预订的网上交易都与用户最初进行了搜查时不是相同的日子。行业平均值显示，在购买之前，用户实际上可能访问了你的页面两次。
The travel industry is also one of the main industries where people do not make impulse purchases. On average, 40% of online holiday transactions are made on a different day to when a user initially conducted a search. Industry averages show that a user could actually visit your site twice before making a purchase.
当为客户运行报告，并试图分析数据，这是一个巨大的因素。已经有好几次，我都制定了基于前一个月的数据的策略，只运行相同的报告，几个星期后发现转换数据看起来像一个完全不同的结果！
When running reports and attempting to analyse data for clients, this is a huge factor. There have been several times where I have formulated a strategy based on the previous month’s data, only to run the same report, a few weeks later, and discover that the conversion data looks like a completely different set of results!
为什么呢？从有人第一次搜索有关节假日的信息，到最后实际做出购买，可能高达29天。因此，如果用户在一月份访问了客户的网站，直到二月才进行购买，转换跟踪将分配转换数字和值给一月份的数据。
Why? Well it can take up to 29 days between the first time someone searches for a holiday, to when they actually make a transaction. So, if a user visited a client’s site in January, but didn’t make a purchase until February, conversion tracking would assign the conversion figure and value back to January’s data.
那么，未来是怎样的？
So what does the future hold?
搜索一直是发展最快的移动产业的发展方面之一。仅在2010年，我们看到谷歌即时，谷歌预览，改造后谷歌地点和元搜索功能与实时定价的开始。
Search is always going to be one of the fastest moving industries in terms of development. In 2010 alone we saw the launch of Google Instant, Google Previews, the revamp of Google Places and the start of meta-search functionality with live pricing.
随着引进一些伟大的新功能，如营销功能，谷歌已经使广告客户更直接的方式在展示广告网络上定位用户。
With the introduction of a number of great new features such as remarketing functionalities, Google has enabled advertisers to target users in an even more direct way on the Display Network.
随着工业的研究显示，高达95％的用户只在您的网站'浏览'，重新定位可以使您制作一个更有针对性的广告，出现在该用户在看另一个完全不相关的网站里。从他们访问的一个熟悉的网站上的广告已被证明能增加70％的购买机会。让这个统计数字更重要的是，这些重定向的用户50％的会花费比原来他们更多*（Criterio的研究，2010）。
With industry studies showing that up to 95% of users are only on your site to ‘browse’, Re targeting allows you to make highly targeted ads that can appear when that user is looking at another, completely unrelated site. Seeing an ad from a familiar site that they have already visited has been shown to increase the chance of a user making a purchase by up to 70 percent. What makes this statistic even more important is that 50% of these retargeted users have then spent MORE than they initially would have* (study carried out by Criterio, 2010).
如前所述，搜索正在改变。越来越多我的客户听到“社交”这个词，并意识到他们错过了他们的竞争对手可能采取的优势，失去了潜在的市场份额。许多人还记得，当他们早在2000年初第一次开始看到他们的竞争对手出现在赞助商列表搜索结果，他们不想再得到有那种感觉。
As already stated, search is changing. More and more of my clients hear the word ‘Social’ and realise that they are missing out on potential market share that their competitors could be taking advantage of. Many remember when they first started seeing their competitors appearing in the Sponsored Listing search results back in the early 2000’s and don’t want to get that same feeling again!
虽然，单单来说，社交媒体是永远不会产生足够的销售。旅游行业非常依赖于推荐和用户体验（而其他的行业也是）的事实，使其的营销不能被忽略。随着“社交搜索”（如谷歌圈），它允许用户直接影响他们的朋友搜索结果的出现，时代一定是变了！
Although, on its own, Social Media is never going to be enough to generate sufficient sales, the fact that the travel industry relies so heavily on recommendations and user experience (as do all industries), makes it a marketing practice that can’t be ignored. With the advent of ‘Social Search’ (such as Google’s + 1), which allows users to directly influence their friends search results, times are definitely changing!
我们也不能忽视移动设备在旅游行业的重要性。 “手机消费趋势”预测，到2012年，在英国将有超过25亿的移动互联网用户（年龄18-64岁）。根据我的经验，直到最近我合作过的客户才开始认识到出现在所有的移动操作系统呈现广告的重要性。
We also can’t ignore the importance of mobile devices in the travel industry. ‘Mobile Consumer Trends’ predicts that, in 2012, there will be more than 25 million mobile internet users (aged 18-64 years) in the UK. In my experience, it has only been until recently that the clients I have worked with have begun to understand the importance of having fully rendered ads that appear across ALL mobile operating systems.
一个统计数据表明，通常那些仍然不确定在移动设备上优化他们的网站的人的兴趣高峰期，是2010年7月；11％通过智能手机上网的人做出了购买。您可能也有兴趣知道，有研究发现，手机流量达到在午休时间的最高水平（1:00 - 3:00）以及刚刚下班时，和当人们下班乘坐交通工具回家时。从我的经验，调整移动竞价以便在一天中的这些时间更有竞争力，我们已经看到显著转换增加。
One statistic that usually peaks interest for those still unsure of optimising their websites for Mobile, is that of July 2010; 11 percent of those that go online through their Smartphone, have made a purchase. You may also be interested to know that research has found that Mobile traffic reaches its highest levels during lunch breaks (1- 3pm), and just after work when people commute home. From my experience, when adjusting mobile bids to be more competitive during these times of the day, we have seen significant increases in conversions.
这只是一篇博文，所以我们谈到的只是谈到如何分析季节性因素影响的推广运动的的冰山一角。还有很多其他的因素可以最终导致竞争，以及航空税的改变都可以影响旅游业。
This is only a blog, so it’s only the tip of the iceberg when it comes to analysing how seasonality can affect a campaign. There are a huge number of other factors that can come into play such as competition, pricing, and even changes to airline tax that can affect those in the travel industry.
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