1. Brand Bidding Bidding on branded terms may not be the first travel PPC tactic that comes to your mind. But it should – brand awareness matters. Fifty-two percent of site traffic to the top 10 travel websites in the world is direct. So, longer-term, establishing your brand identity is important. To ensure you box out the competition, you need to make sure you control the top SERP real estate for branded queries. If you do, people who do search for your company by name will be more likely end up visiting your company’s website; not that of your competitors. In addition, studies show that bidding on brand + non-branded terms provides significant lift in clicks. Get the full story at Search Engine Journal