Case study: Monarch Airlines - natural search campaign

Monarch Airlines is one of the UK’s major providers of low-cost scheduled flights. Online search marketing has become an increasingly powerful tool for marketers operating in the travel sector, and Monarch had invested significant sums in its Pay Per Click paid search advertising. However, it found that it was getting no visibility at all for any of its routes on natural search listings, mainly because it was competing in a fiercely competitive sector against other travel operators, aggregators and affiliates, all of whom were vying for the top few positions on the first page of natural search results. (Log in required)