Travel is big business online, with more and more of us avoiding the travel agent and booking our next break independently, with the help of the internet. From the Eiffel Tower to the Epsom Derby, London coach hire company May Day Travel pride themselves on an efficient A to B service. To make sure that their pay per click campaign delivered the same service with a smile, they handed responsibility for their Yahoo! pay per click campaign to Top Position.

The dedicated Yahoo! department went straight to work with a plan to increase the rate of the return from Yahoo! Panama, bringing the account performance more closely in line with Google advertising campaigns. The centralised campaign was intended to deliver a higher return on investment and better target traffic in order to reduce wasted spend.

To achieve these objectives, the assigned Yahoo! pay per click account manager started to take note of seasonal traffic trends and search volumes. With this knowledge, more suitable keywords were added to the campaign and costly search terms that weren’t performing were left firmly to one side.

Before partnering with Top Position, May Day Travel managed the account themselves and were reasonably happy with the campaign which had been created in-house with knowledge garnered from the Yahoo tutorials and some intuitive guesswork. After working with Top Position, they can now rest assured that their pay per click campaign is properly structured, providing peace of mind and a tangible return on investment.

With so many opportunities for seasonal promotions, short break ideas and school trips in the summer time, Top Position’s pay per click team are careful to keep abreast of all public holidays and special occasions. Adverts reflect these consumer trends and are based on competitive and user behaviour research– a move which has seen bookings from Yahoo! increase by upwards of 50%.

A weekly report followed by a phone call from the assigned Top Position pay per click account manager provides a full update and statistical breakdown explained in plain English. Happy to let Top Position remain in the driving seat, the directors at May Day Travel can concentrate on the day to day running of their business… and dealing with all of the new bookings!

pay per click
search engine optimisation