Self-catering holiday brand Hoseasons is to double its spend on paid-search advertising as it seeks to boost sales in the competitive online travel arena.
Hoseasons aims to achieve a three-fold increase in the value of sales achieved through pay-per-click (PPC) search compared with last year. The travel brand has appointed Netizen Digital to handle its search engine marketing account, following a competitive pitch, to help it achieve its goals.
Hoseasons marketing director Tim Fullam says: "We recognise the importance of online marketing, and with this in mind we took a fresh look at how PPC could work harder for us, and made the decision to double our spend for that sector for 2007."
Netizen Digital managing director Lewis Lenssen says: "There is no one-size-fits-all approach for managing travel search marketing campaigns. Travel consumers spend a significant amount of time researching and evaluating travel products online, and their search journeys are often complex. You need a thorough understanding of the unique search behaviour of travel consumers in order to effectively manage travel search marketing."
Netizen Digital has an established track record in the travel sector and is one of the largest travel PPC agencies in the UK.
The travel sector is among the biggest spenders on search marketing and holidays are some of the most popular products sold online.
Late last year, Netizen was bought by Accord Holdings, the direct response ad agency group. The company was merged with the paid search marketing division, Accord Search Marketing (ASM). The merged companies were rebranded Netizen Digital.
The brand ASM is little-known but is one of the top five paid-search agencies in the UK, last year handling £25m in search business.