The tourism industry makes up a significant portion of Google’s revenue. When it comes to AdWords, tourism and travel is considered as the third highest spending industry. Today, there are many different players in the travel industry, and that’s why the advertising landscape and costs are getting increasingly competitive. It is imperative that you manage your paid search campaigns and account as effectively as possible. The question is: how are you going to excel in tourism & travel PPC? Here are some useful PPC marketing tips that are suited to the travel sector:
Start by Keeping Track of Google’s Travel & Tourism Blog
Stay ahead of your competition by keeping track of the latest tourism and travel news as well as the PPC marketing techniques used in your industry. You may want to subscribe to Google’s travel blog for a start. Of course, this is not the only blog you can subscribe to as there are other options out there that allow you to keep up-to-date with the latest changes to fuel your success with PPC for tourism and travel.
Don’t Become Complacent When You Start Seeing Returns
The good thing about growing one’s reach in the travel industry is that it is somewhat limitless. As the tourism and travel industry is an industry that will always be alive and thriving, you will certainly see some level of success with a particular campaign. With that said, you must not be afraid to raise your budget. You see, adding budget to profitable campaigns can help grow your returns on PPC. If your business is scalable, you will also see no limit on the number of leads you can get from your campaigns with raised budgets!
Display Visually Captivating Tourism & Travel PPC Ads
It is pretty hard to believe that nearly 68% of the ads on the display network comprises of only plain text. If you are in the tourism industry, you must ensure you are advertising on the display network via visually attractive ads. Most of the time, the image of the featured location can sell itself! When you have visually compelling ads, you may also want to consider creating customized remarketing campaigns. You would want these ads to follow your targeted audience everywhere they go. Let’s say one of your site visitors viewed your landing page for canoeing excursions. This presents a good opportunity to follow them around with ads that feature happy canoeists in action.
Tweak Your Budgets, Bids, and Offerings Based on Target Demographics and Seasonality Patterns
When it comes to advertising online, one needs to be extremely diligent about timing and take demographics into account. By doing so, you can avoid wasting significant sums of marketing spend. Spend more time on monitoring locations, adjusting ad text, and stopping seasonably irrelevant campaigns instead. For the latter, simply keep up-to-date with seasonality trends and you will find that it is easier for you to update landing pages, ads, keywords, etc. effectively. Another trick to keep in mind is to try creating separate campaigns for each travel destination. You will gain better control over your budget for locations that customers are particularly interested in.
Create Landing Pages that are Socially Validated and Trusted
To some, traveling is seen as a financial investment. When your customers purchase your travel packages, they are providing confidential financial information. Hence, make it point to send the right trust signals to them. Show them that they are dealing with a trusted and secure site. To do this, featuring client testimonials and recommendations on every landing page can help visitors understand that you are reliable and trustworthy to do business with. In addition, it never hurts to incorporate any legal certifications that your travel organization owns.