Monarch Airlines needed to determine the keywords driving the greatest volume of users to its website and obtain a broad and incisive reading of its industry to ultimately streamline online search marketing use, and save themselves time and money.
“We used Experian Hitwise to analyse the percentage of brand terms versus generic flight terms and destination terms driving traffic to flymonarch.com over the year,” says Monarch’s Catherine Kite. “We then performed the same analysis on our core competitors and on the whole commercial airline market category,” Kite says.
Hitwise data gave Monarch Airlines the confidence to stop bidding on a whole portfolio of destination search terms which weren’t cost-effective enough for them. Hitwise allowed them to ensure they were not giving up keywords that were driving high traffic to their competition.
“Hitwise gives us the confidence to make critical decisions on the direction of our search marketing campaigns. Market and competitor level data allow us to fine-tune our Search Engine Optimisation and Pay-Per-Click campaigns.”
- Catherine Kite, E-commerce and Direct Marketing Manager, Monarch Airlines.