Snow Industry Leaves SEM In Cold
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Good Luck Finding This Place In NZ
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SEARCH marketing appears to have been largely left out in the cold by Australasian ski resorts and snow tourism businesses during a key booking period bolstered by good early season snow falls, especially in Oz.
However this opens up significant, cost-effective opportunities for those that are willing to have a go and look beyond high-demand terms such as ‘snow accommodation’ – 18 ads on Google (three on Yahoo!7).
Other popular search terms such as the resort names elicits a generally sparse paid search response, with generally two or three ads appearing next to the names of major resorts.
There are even less ads running next to the NZ resorts – generally one or two. In each instance, the service towns are much more popular – Jindabyne (8 ads), Bright (8 ads), Wanaka (6 ads), Queenstown (5 ads).
No doubt this is a reflection supply and demand, but if businesses looked further up the hill, they’d gain great reach at potentially less cost while still maintaining consumer relevance.
Search Engine Room: July 5, 2007
