Tripadvisor and Google chasing PPC spend for travel

In paid search, almost every word you can think of has a travel angle. Google know this and have whole teams devoted to nothing but Travel. Every destination, activity, subject matter, mode of transport, event, function has a travel possibility attached. Oh for the relative simplicity of marketing "Home Loans", where all you have to bid on is three words "home" "loan" and "mortgage". This is both a blessing for marketers in the scope and possibility for finding second and third tier words to be bid on at lower cost. It is a curse as it is easy to lose your focus and bid too much on too many. Tripadvisor have also stepped up their efforts in taking travel paid search marketing dollars from Google by adding downloadble guidebooks to attract further qualified traffic.