Reference for advertising data in various channels in the tourism industry!

Industry: Tourism industry

Business products: Tourism fan-adding, tourism enterprise online consultation

Distribution channels: Baidu search, Baidu information flow, Toutiao, 360 search, Sogou search

Distribution area: Nationwide

1. Delivery data

The delivery data is authorized to be released by the U channel service provider and is for your reference only.

2. Delivery Strategy

Advertising budget ratio

The search intent and conversion rate are high, and generally 60% to 65% of the budget is allocated.

The cost of information flow is low, and the intention is slightly lower than that of search. The general budget allocation is 40% to 35%, so that customers can meet the daily required number of fans and fan costs, while taking into account the customer's transaction intention, and maximize the profit value within the same budget.

▌Platform Division

Search channels: Baidu allocates 60% to 65% of the overall search budget, and 360 promotion allocates 20% of the overall budget.

Sogou promotion generally allocates 10%, Shenma allocates 10% of the overall budget, and even if the customer has a small number of fans, you only need to promote Baidu search and 360 search directly.

Information flow channel: Generally, 60% of the budget is allocated to Baidu information flow, and 40% of the budget is allocated to Toutiao. If the average daily demand is small, you can just put it on Baidu information flow.

▌Delivery route

Based on the line cost, line market demand, the difficulty of line powder production, and the intensity of line market competition, the lines are divided into easy-to-produce lines, medium-produce lines, and difficult-to-produce lines.

Easy production line: The largest line is mainly based on Baidu search, supplemented by information flow for coordinated promotion;

Middle-class route: Combine multiple household searches and information flows. On the search side, select households that run volume and one household that runs costs and operate them in combination with the flow budget. The information flow is mainly Baidu information flow to run with the maximum accuracy;

Difficult route: multiple households and multiple platforms are used. It is best to screen out households with different qualifications for running quantity, and implement 2+1 stacking of households, with two households running quantity and one household running costs.

Information flow channels: Baidu information flow and Toutiao can be run in large quantities.

Comprehensive Analysis

The industry's first tourism project responsibility system tourism agency operation service.

The fan cost is not evaluated separately, but the three key factors of this industry are combined: the number of fans, the fan cost, and the fan quality.

The advertising strategy is based on search and supplemented by information flow; it is based on Baidu search and supplemented by small search platforms to maximize the guarantee of customer needs.

The tourism industry is different from other industries in that there are more customer factors to control in promotion. It requires more industry experience and delivery strategies to operate. Under the premise that the actual needs and route requirements of different travel companies are different, personalized solutions and strategies need to be formulated.

Source: Aichi SEM