The travel industry has been booming over the years. The competition has never been so fierce, which is why it is important for you to manage your pay per click accounts effectively. There are huge giants who have rightfully claimed their place in the market, and so the costs towards advertising and marketing has sky rocketed. So, if you are planning to venture into this fierce but resourceful market, there are certain tips you might want to keep handy.
Characteristics of the Industry
The Travel industry is hugely dependent on the seasons. Though this is based on the location you are marketing, but nevertheless, if your target audience are families, you need to approach them according to the holidays and vacations. Your AdWords campaign should adhere to the type of packages you are selling.
It is always good to create separate campaigns based on the destination and type of audiences you are planning to approach. Firstly you need to understand how your current sales have taken place, and mark the times when you find a dip in your sales, or a sudden increase in them. There might be certain days when your audiences tend to visit your site, search for trips, etc. you may also notice the time of day they usually check out your site.
Once you understand the pattern of how you audiences book their trips, you can create campaigns and set them to appear specifically on those occasions.
Adjusting your Bids
Make sure you bid higher on the time that your conversions are most likely to take place. The ads should appear when your target audiences will make a purchase, or that bid is pure waste of money. When you are creating and setting your bid amounts, you can set them to appear at specific periods of time. Schedule your ads based on the audience data to make the most of your campaign.
Share the Limelight
Another useful tip is to share the limelight. Whenever there is an important event that is taking place, you can use those keywords in your campaign, or create a campaign using those keywords to attract more travellers.
Say for example, there is a world cup series taking place in South Africa, you can use those keywords and highlight your hotel offers or travel discounts for those days, and you will notice the spring of new users come your way.
As mentioned above, the travel industry is governed by giants, who spend a lot on AdWords, so you need to set aside the budget you can shell out to allocate to your AdWords. In the year 2011, approx. $2.4 billion were spent on AdWords which clearly indicates the level of competition in this industry.
You need to set aside a good level of budget amount to help you compete in this sector. Based on the keywords you choose, your amount will vary, but the costs towards the keywords has been on the rise from the year 2011.
Google AdWords does allow you to allocate and share a budget for all campaigns, which is not recommended unless you have a big budget that can spread across the entire campaign list. It is advisable to allocate individual budgets to individual campaigns.
Increasing Daily Spend
AdWords will notify you to increase the daily spend budget amount if it sees a trend that you might be missing due to a limited budget. It is always good to stick to the amount you have in hand to spend rather than going for the recommended amounts.
Low Budget Notifications
You can change the notification settings to alert you via email as and when you budget is running low on AdWords account. Based on the amount of sales you are able to generate from your campaign, you can always increase or decrease your budget amount.
The Ad Copy
The text that you use in your ad copy plays a vital role in your campaign. The keywords should be relevant to the search query so that it get listed in the top pages. With an ever increasing competition around, you need your as to stand out among the distractions and be able to pull in crowd.
Make sure you entice your audiences so that they click your ad instead of the other 9 ads that are gearing up for their attention. There are a couple of tips that we want to share that should help your ad to stand out:
- Include your offers and discounts
- Mention the search query in the URL as well
- Create a couple of ads, and select the one that works out the best
- The Ad texts should match the search query
- Place a call to action button
- Mention the costs if you are sure that your deal is the best
Now that you have got your searcher, you need to take him to the landing page that is relevant to his search query. This is the most crucial part of the campaign, as if your searcher has landed another page, his immediate instinct will be to go back to the search engine, which is sure to bring your ratings down and increase your bounce rate.
Your searcher has clicked on your ad to get an answer to his query, the time span that he will devote to your site is very limited, so make sure you take him to the right landing page, or you are sure to lose him to one of your competitions advert. The reason people choose online searches is to get quick answers, so it is your duty to deliver them to the searchers at a fast pace. You can use Unbounce which allows you to create perfect landing pages within your website, and they look and feel just like the main site page. Make sure the following things are included on your landing page:
- Booking System
- Information on the search query
- Star Ratings for the package
- Images and Videos
- Contact details
- Payment Trust Symbols
Understanding your competition
Since the amount of money spent on this industry is increasing over the years, you need to determine and understand the level of competition you are facing. You need to analyse and conduct a thorough research on your competitors, their campaigns, the amount of money they spend on adverts, etc. We have compiled a list of things you need to keep an eye out for:
- Type of keywords they bid on
- Product offerings
- Frequency of Adverts
- Ad texts
- Their landing pages
- Offers and discounts
- Unique selling points
- Imagery and Videos used to attract visitors
You may be advertising for the same destination, but the way your ad is presented, the offers that you have, etc. make a very big difference. You need to entice your searchers to click on your ad, then bring them to a page that has their queries listed, and offer a package that is hard to resist.
There are tools that enable you to understand and stay ahead of your competition, SpyFu is one such tool that allows you to uncover the words your competitors are bidding on.
Playing with Keywords
Short and Long Tail
While deciding on the keywords you want to bid on, you need to list out your product offerings first. Never bid on a word, that is not related to you. Stay true to your brand offerings and only bid on the words that are in your product offerings. If your searcher lands on your site, and does not find his search query, he will not look at your other offerings, he will go back to the search page and click on another advert.
Do not bid on words just because they bring in visitors, spend on the words that you offer. Secondly, make sure your keywords are closely related to your offerings. If you have a vacation package in country A, advertise the exact city, the number of days, the cost of the package and the best offer. AdWords Keyword Planner is one such tool that gives you an idea on the cost for each keyword, and the average clicks it generates.
You need to eliminate the keywords that bring in irrelevant searchers. Google allows you to add 1000 negative keywords to ensure you are able to make most out of the ads. This also enable you to remove the negative phrases that get generated.
While researching on how your campaign fares, list out the words that brought in irrelevant users, and add them to the negative keywords list. Free terms, competition, and destinations you do not sell, and images which might bring in users looking to just download them, etc. should be added to the negative keywords list.
It is a good idea to use your brand in the keyword. The quality score that you will get will be much higher, and your searchers will be more instinctive to click on an ad which has a reputed name rather than just an offering.
Analyzing & Measuring
You need to measure and analyse your PPC campaign, to determine the necessary changes and whether or not it was successful. There are many metrics available that can measure the performance of your campaign, and help you reach your goals. Google AdWords, and Google Analytics can help you keep a tab on your campaign performance, and help you decide on further actions based on the results.
Use AdWords in the right manner to make the most of it. There are many brands that have reached the top by simply bidding on the right words, and placing them at the right time, so conduct a proper in-depth research to reap the benefits.