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The weather’s finally heating up (here in Utah finally!), with that comes summer travel plans. Google research found that six in ten people considering a summer trip were already conducting research in February, yet 46% had not yet decided on their destination.

If you think about the incredible amount of data Google collects every time someone types something into the search box, advertisers are now able to influence a consumer’s summer travel plans in real time using programmatic technology.  

For example: If you own a local snorkel shop and summer season is coming up, how do you compete with the other shops in town? According to Google:

85% of leisure travelers decide on activities only after having arrived at the destination.1

 

 

Knowing that there is a shift from desktop bookings to mobile, you decide to start advertising and optimizing for mobile campaigns.

Internet users are 36% more likely to use a smartphone when they look for availability of an item in a local store now than a year ago.2 This makes sense. People are on the go these days, this is especially true for travelers. Optimization of mobile ads and sites are more and more important to focus on. In addition to making sure your ads are optimized for mobile, make sure you create mobile friendly landing pages. As page load time goes from 1 second to 3 seconds, the probability of bounce increases 32%.3 Google found this percentage goes up even more for the impatient traveler - 90% of travelers using mobile will switch to another site or app if the pages are not loading quickly enough!4  Programmatic is one way you can handle all these moving pieces in real time to keep people interested in your company on mobile, tablet and desktop.

For more interesting information on consumer travel planning trends, check out this awesome infographic Google just released:

Finch can help you reach the right customers at the right time check out our free AdWords analysis and see what you’re missing out on in AdWords!


1Source: Google/Ipsos Media, U.S., “Travel on Mobile,” base: n=500 U.S. consumers 18+ who used a smartphone for travel in the past month, Oct. 2016
2Google/Ipsos Connect, U.S., “The Growing Influence of Mobile on Shopping,” U.S. online respondents 18+ who look for availability of item on any device, 2016: n=1,597, 2017: n=1,677; Mar. 2016/2017.
3Google/SOASTA Research, 2017.
4Google Data, Global, base: n=3,700 aggregated, anonymized Google Analytics data from a sample of mWeb sites opted into sharing benchmark data, Mar. 2016.