Question

Topic: SEO/SEM

Metrics For Tracking Flight Booking Campaign

Posted by Anonymous on 6/29/2012 at 10:35 AM ET 125 Points
If you need to run an Adwords campaign for an online flight booking service. What are the metrics that you would for sure tracking?
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  • Posted by mgoodman on 6/29/2012 at 3:20 PM Accepted
    CTR, CPC, conversion rate -- for each ad/landing page/conversion event. You'll also want to know the average profit per sale so you can determine which ads are generating a profit and which are losers.

    Depending on how many keywords you're bidding on, this can be very time-consuming, so you may want to hire an analyst to do it for you.

    And if you don't have a separate landing page for each ad, you're probably paying the "stupid tax." Ditto with constantly running A/B tests for the ads and landing pages.

    Also consider some simple segmentation so you learn who the users are that leave and stick around. The more you learn about them, the better your chances of being able to improve your campaigns/results.
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