I did want to mention a recent test that I did where in addition to the call to action below, I placed a link in the text area above the image. The result out of 5000 clicks? Only 5% of the clicks came from the link up top. 95% of the clicks came from the call to action below. I believe that people are becoming conditioned to engage that section of an ad.
The next step in the process is to consider the flow and the content people are first drawn to on your website and build an audience along the points of conversation, not just based on time. This is especially helpful for content-heavy sites, or for products that are heavily researched and have longer sales cycles. In a longer sales cycle, you can expect more emotion and authority-building to be involved along the way.
Whether someone is ready to book a trip or is just looking for travel inspiration, match their intent with items from your travel catalog. If they were browsing hotels but didn’t make a reservation—or if they were looking at flights but didn’t book a trip—travel ads let you show them relevant ads based on their specific dates, destinations and other trip details.