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COVID-19 RECOVERY PLANNING GUIDING PRINCIPLE #7
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COVID-19 RECOVERY PLANNING GUIDING PRINCIPLE #7
Creating a LCP Strategy
Throughout March, April and May of 2020, travel-related searches saw a huge decline with the threat of COVID-19 and governments across the world advising against all but essential travel.
However, between the end of June and the end of July, we saw UK search interest starting to recover, with holiday-related searches increasing by 19%.
Source: Google Trends. Percentage based on the UK search term ‘holidays’ and the difference in the indexed amount of searches between the two periods.
We are seeing and hearing of businesses reviewing and restructuring teams, technologies and partners - as they navigate through this unprecedented time.
It is critical that maximum returns be realised from all efforts, both internal and external, so establishing an integrated framework of where to place resource and budget is essential.
What’s included?
• Give your business a competitive edge. • What is LCP? • Reflect commercial importance. • Prioritise your resource and budget. • It’s not set and forget.
Give your business a competitive edge
As search volumes across travel-related queries begin to increase, the Search Engine Result Pages (SERPs) will become a battle for clicks. As more companies enter the auctions, CPCs will increase and ROI will diminish. Get ahead of the curve with a clear Search plan and implementation strategy that will focus your efforts and increase efficiency across all earned, owned and paid media. METHOD : LCP
What is LCP?
• LCP is a planning framework that helps brands drive their marketing effort by linking commercial return to the greatest opportunities. • LCP overlays commercial-driven returns on top of multiple separate sources of search >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12
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