It’s ski season – so where do you position your search marketing budget?
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For ski companies, positioning seo and ppc spend for the ski season requires (like any travel search campaign) a lot of understanding and focus on final commissions. Whilst France is always the front runner in terms of demand and range of resorts, other ski destinations such as Austria and Switzerland offer resorts that have demand and great experiences for customers.
When considering budget for the ski season, I think it’s best to treat each month as it comes with regards to paid spend, as cost per conversion figures need to be monitored to ensure a positive return. This season, our research shows that France is still the country of choice for skiers, with Val d Isere and Courchevel being top resorts for skiers.
Courchevel itself requires some careful thought though. Savvy skiers will search for the individual Courcheval resort such as 1850 or Village, however others will be more generic and search for “courchevel” at a more generic level. This poses a marketing challenge in how to control budget and user experience on site. Typically speaking, having a Courchevel resort landing page which links through to individual resorts works well and allows you the flexibility you need to target both types of traffic and engage them effectively.
The most critical element to deciding where to position your budget across countries and resorts will be the quality of leads. Measure these using tools such as Google Analytics, Google Tag Manager and Offline Conversion Tracking so that you can identify which source campaigns are driving leads of value and across which marketing channel.
Amo Sokhi, Account Director
Amo Sokhi is an Account Director at POLARIS, a leading SEO agency. Joining the agency in 2010, Amo specialises in all aspects of digital marketing, including SEO, PPC, Commercial Planning, and Campaign Strategy. His strengths lie in understanding a client’s needs and positioning campaigns to focus on end users.
POLARIS is a leading SEO agency Specialising in the Healthcare, Travel and B2B sectors, POLARIS offer a wealth of knowledge from a dedicated team of SEO and Digital Marketing experts.
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