Travel firms have been warned against using automated bed management computer programmes to run their pay per click marketing.
A travel company can set a number of rules into a computer programme, such as return on investment or the position it appears on the results list.
Speaking at Travel Weekly sister publication Travolution’s conference at World Travel Market on Tuesday, online marketing firm Netizen Digital managing director Lewis Lenssen urged travel companies not to use such programmes.
Neitzen Digital, which looks after 150 pay per click accounts, said human interaction and instinct is needed to run such campaigns.
“The big agencies don’t just have a computer in the corner looking after PPC campaigns they have a high level of consumer interaction,” Lenssen said.
He also urged against advert scheduling and the breaking up of campaigns in the travel industry.
“Consumers do a lot of research before they book travel, it’s not a good idea to miss out at that stage,” he said.