Post on 15-Jul-2015
11 Tips for Travel Marketers to Win at Paid Search and Get INSANE
ROI!
Brought to you by:
www.wordstream.com/learn#TravelPPC
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www.wordstream.com/learn
#TravelPPC
Today’s Presenters
Headshot
#TravelPPC
Margot da CunhaTitle: WordStream’s Vertical Content Specialist
● Margot’s does PPC, digital marketing, and content creation.
● She’s excited to attend and speak at HeroConf in Portland this Spring!
● When she’s not working Margot enjoys running outside, and eating ice cream.
@ChappyMargot
Headshot
#TravelPPC
Hanapin Marketing is an industry-leading digital marketing
agency specializing in PPC (pay-per-click) advertising.
We operate the industry’s most-popular PPC BlogEach post delivers cutting-edge thought leadership from
an actual Hanapin AM.
We produce the industry’s largest all-PPC conferenceHero Conf 2015 is in Portland, OR April 27th - 29th, 2015
Wesley LenearTitle: Account Manager at Hanapin Marketing
● Works with clients to understand their business, and help execute their strategy through PPC.
● Is an avid sports fan and loves playing basketball in his free time.
@_Lenear
Headshot
Today’s Presenters
#TravelPPC
Do travelers search?
#TravelPPC
74% of both leisure and travel
planning occurs on the
internet
#TravelPPC
57% of leisure and 64% of
business travelers always
start their travel shopping &
planning with SEARCH
#TravelPPC
Tip #1: Find an Intriguing
Niche and Dominate it on
the SERPs
#TravelPPC
Why should I book with you?
• Competition is steep! Sell what makes you unique
• Ask, what makes us different?
• Find an unexpected niche
• Incorporate your best selling points into your keywords, ads, and landing pages
#TravelPPC
Stand out from the crowd!
#TravelPPC
#TravelPPC
Competitors!
Tip #2: Create Separate
Campaigns for Each
Destination
#TravelPPC
Structure Your Campaigns by Location OR Destination
• Gain greater control over your budget
• Cator your keywords, ads, and landing pages to your audiences desire to visit your destination(s)
• Easily pause and activate your campaigns that are relevant per season
#TravelPPC
Target with Location Structured Campaigns
• Optimize by users’ geographic parameters•Ad scheduling•Bidding
• Target and exclude appropriate locations
•ex. You offer a tour of a city but don’t wish to target its residents
#TravelPPC
Tip #3: Bid When and
Where People are More
Likely to Book
#TravelPPC
Bid higher on locations, days, and hours when people are more likely to plan travel
• Dig into the Dimensions tab in Google AdWords
• Make sure you’re looking at enough data
• Create a custom ad schedule to bid higher or exclude certain hours or days of the week
• Dig into the geographic report to see where people are searching
#TravelPPC
#TravelPPC
#TravelPPC
Segment Data by Geo, Day of Week, and hour of day
#TravelPPC
Segment Data by Geo, Day of Week, and hour of day
#TravelPPC
Tip #4: Utilize Ad
Customizers
#TravelPPC
Save Time & Stay Relevant with Ad Customizers
• Ad a limited time or recurring event, countdown or discount that updates itself
• Create a sense of urgency within your ad
• Check out the Google help page for ad customizers to learn more
*Refer to this blog post to get started: http://bit.ly/1wH9LXw
#TravelPPC
Tip #5: Get Visual on the
Display Network
#TravelPPC
Your Industry is Beautiful. Take advantage!
67.5% of ads on the display network are plain text ads!
#TravelPPC
“Just the image of the location can sell itself.”
#TravelPPC
- Sergey Rusak, WS
Paid Search Strategy
Not All Ad Formats Have the Same Reach! BONUS TIP: Use all 14
#TravelPPC
Tip #6: Make Sure Your
Images are Contextually
Clear
#TravelPPC
Avoid Irrelevant Clicks by Adding Context to Your Image
#TravelPPC
Only what in
New Zealand?...
#TravelPPC
Great, contextually
clear CTA’s!
Tip #7: Target, Test and
Optimize Your Display
Campaigns
#TravelPPC
Display will eat you budget if you’re not careful!
• Several targeting options! Based on placements, keywords, topics, interests, demographics - gender, age, parental status etc.
• Exclude irrelevant placements• Test to see what targeting strategies work• Optimize regularly
#TravelPPC
Determine your display campaign objectives
#TravelPPC
Tip #8: Create Customized
Remarketing Campaigns
#TravelPPC
Remarketing is extremely powerful!
• With travel, sales-cycles tend to be a bit longer. Remarketing is therefore a perfect fit!
• Remarket to those who viewed certain pages or completed certain actions
#TravelPPC
Example: A searcher visits a white-water rafting excursions page. Follow them with ads of happy
vacations rafting down the river.
#TravelPPC
Tip #9: Create Trusted and
Validated Landing Pages
#TravelPPC
Traveling is a financial investment! Trust needs to be built
• Provide proof that your services are secure and legitimate
• Use customer testimonials and trustworthy language
• Incorporate any legal certifications, awards for cleanliness or safety, etc.
#TravelPPC
Recommendations from
trusted, well-know companies
Customer testimonials Legal validation
Make the necessary information readily available!
• Provide specifics on what is included in travel packages.
• Utilize an FAQ to address common questions of potential travelers
• Establish clarity on pricing details
#TravelPPC
User experience
❖ Functionality➢ Ensure the site/landing page functions
well across devices❖ Imagery
➢ Include relevant, high quality images on landing pages
❖ Qualitative Research➢ If possible, gather data on user behavior
and preferences using the landing page/site
#TravelPPC
Tip #10: If you’re seeing
great ROI, continue to add
fuel to the fire
#TravelPPC
Raise Your Budget on Profitable Campaigns
• With travel, the opportunities to grow your reach are somewhat limitless
• If you’re seeing success, raise your budget because with a higher budget you’ll get higher return
#TravelPPC
#TravelPPC
Tip #11: Expand to Bing
#TravelPPC
Travel and Bing go together like margaritas and sunshine
• Travel has been proven to see great return on Bing• With less competition, you have the ability to own
and dominate the SERPs
#TravelPPC
Bing Audience
#TravelPPC
www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
#TravelPPC
Thank you!
@chappymargot
@wordstream
marketingteam@wordstream.com
@_Lenear
@hanapin
wesley.lenear@hanapinmarketin.com
#TravelPPC