PPC in one niche is extremely different from PPC for travel agencies. We have compiled five PPC recommendations that will assist travel organizations in achieving their “PPC Designs” campaign goals because the travel market is dynamic and fiercely competitive.
PPC industry best practices
Table of Contents
Demographic and seasonal targeting
When choosing which destinations to market, travel PPC accounts need to keep an eye on seasonality. Depending on the season, certain locations might be more in demand. Change your PPC bids, demographics, and pause campaigns that are affected by seasonal factors, which have a significant impact on businesses in the travel sector. This will involve both demographic targeting and seasonal bid adjustments. If you offer beach vacation packages in Ibiza or Zante during the summer break, for instance, focus on young people between the ages of 18 and 24.
Do you provide opulent vacations to Alps ski resorts? The likelihood is that the demographics will change. Stop spending money on pointless advertising campaigns, like those for German Christmas market tours, in order to save money. The same logic holds true when turning on advertisements for forthcoming occasions in various contexts, such as the Venice carnival or Munich’s Oktoberfest.
2. Improving ad copy
Ad copy should be customized to be as pertinent to your demographic and seasonality as possible, similar to how the target audience should be adjusted. Your target audience, which is most likely to convert, might be noticeably younger or older than usual at certain times of the year. Consider the demographic information as you customize your campaigns to maximize their effectiveness.
Include a compelling call to action in your PPC ads to create urgency for people to take action, like “Book your vacation now!” Use A/B testing to compare the performance of two or more ad copies for each keyword. You will be able to intelligently structure your advertising campaigns using this data-based knowledge.
Make use of ad extensions
Ad extensions encourage users to take an action after viewing your travel PPC ad, such as calling your business, visiting our location-specific landing pages, or sending a message. They also help make your ads more interactive.
One option is:
Call Out Review Extensions on Websites
Discover your selling point
Find your competitive advantage and unique selling proposition. The travel market is extremely cutthroat and crowded. As a result, in order to compete with PPC advertising in the travel industry, your ads must clearly demonstrate how you differ from the competition. Maybe your hotel has a treehouse, an amazing ocean view, a Michelin-starred restaurant, or a stunning interior? Showcase the qualities in which you take the most pride. Perhaps the most comfortable seats are available on your coach trips.
Employ image ads
Create eye-catching visuals that will compel the user to click on it and possibly become your customer if you’re using Google’s“PPC Designs” Display Network. Display Network, however, is better suited to larger players in the travel industry with larger PPC budgets.
3. Make landing pages better
Optimize your landing pages by including reviews, industry awards, certifications, and any other evidence of quality and dependability that you can, in addition to text and images. It is imperative to demonstrate in the travel industry that you provide experiences of proven quality, safety, and value. To send trust signals, make sure your ads are matched with pertinent landing page copy.
Don’t direct a searcher to a landing page for luxury villas if they click on your travel PPC ad for a cheap self-catered apartment. You can design custom pay-per-click campaign landing pages that resemble the pages of your website.
4. Examination of rivals
Studying your rivals will help you determine how your unique selling proposition differs from theirs.
What search terms they are competing for?
Examples of rival advertisements.
Sales and promotions from rival businesses.
Some illustrations of ad extensions you might employ.
How they set themselves apart from the opposition.
Landing pages of theirs.
Travel companies can conduct competitor research using a number of tools, including SpyFu, SEMrush, Mix Rank, and Ten Scores.
5. Keyword exploration
It is not sufficient to simply look at competitor keywords; you must conduct your own short- and long-tail keyword research. As broad terms like trips or vacation rentals will probably be dominated by large holiday players, small and medium-sized travel companies should concentrate on the more focused, long-tail keywords that you have a chance to compete on.
Potential customers are also searching for long-tail keywords, such as last-minute cheap flights to London or yoga retreats in Bali.
Cite unfavorable keywords. These might include places you don’t serve, transportation options you don’t offer, or service levels like luxury vacation packages that you don’t provide.
View a few of the outcomes we’ve gotten for our clients here. Or, get in touch with us for a free PPC account audit if you believe your PPC advertising campaigns could be performing