It has been in the recent past that you had to contact the local travel agent while booking your holidays. A phone call or maybe you might have dropped in to pay a visit in the travel agency office and plan your tour over a cup of tea. But the times have changed now a lot. Today, everything right from researching on any particular destination till the booking is done; each and every thing can be done online now. Nowadays, we don’t need any individual for finding destinations or doing bookings for us regarding flights or trains, accommodations, car rentals, etc. everything small or big thing like the tour plans, itineraries, the places to visit, the good places to eat, atmosphere, distances every information is available online and you can conduct your trip at the best prices though comparing, all thanks to the web.
According to Google reports only, it has been found out that about 80% of the travelers start to plan their holiday trips online and 74% of leisure travelers and business tourists start their research on mobile devices and book or shop with a Google search. Hence you need to have the most creative ads to garner the attention of the customers. You can also use automated Google Ads creator tool for creation of the most potential ads for your business.
Travel industry has now become the third largest industry among the competitive sectors and it is also very much expensive for paid searches and PPC spends have cost over 3 billion dollars worldwide, the third highest in costs.
To put it short, Google ads is basically paid ads that helps you to get more guests (customers) and sell your services (tours) while you run on the first page of SERP (search engine results page) for keywords targeted as well as other websites.
Through paid Google ads, you can be able to show your ads only to potential people who are actually interested in your services and products, i.e. your target audience.
Advantages of Using Google Ads
One of the biggest advantages of Google Ads is that your offers will be shown to the users at the right time when they are searching for it.
Google ads offer you the chance to get benefits from all the positive aspects of digital marketing by showing your ads to the right audience, on the right time at the right place.
Google Ads helps you to target keywords for attracting potential customers from the market. Your goal is to turn these users to visitors on your website and thereby increase the traffic alongside converting the visitors into customers who will buy your travel services.
Since the past few years, many of the travel agency businesses have become online for the travelers are willing to research and find the best offers in town while planning for their trips via the internet. You can raise the standards of your travel business through the web. Travel and tourism industry is one of the most demanding and profitable industries in the market and also the most competitive one also in Ads. Google Ads acts as the launch pad for a travel agency for the online presence it gets acts as a game changer for the travel company and brings in success. If you run a travel agency, Google Ads helps you to win daily customers from the competitor firms. And if you are running an Ads campaign but have not got any results, it might be that the landing pages or the ads on your website are not well optimized. If you have not yet set up an Ads campaign, then you are definitely missing out a whole number of potential customers. But you need to use this tool of Ads in a rather efficient way or else you will end up wasting your budget.
Some other advantages are as follows:
1. Find your target group
Targeting is the process of choosing your target group depending on their specific interests and characteristics and those who are potential enough and somewhat interested in your offer. Your ad should be visible to them. R targeting can be successful if you know your target group pretty well and you have the profiles of your potential guests. You may not have offers for everyone seeing your ad and you need to choose which audience you should provide your offers to and who will view your offers and who are the most enthusiastic ones.
You can make profiles of your audience belonging to your target group and then you can write everything about them- their place, their work, age, gender, even salaries, their likes and dislikes, their preferences for brands along with the websites they visit and which apps they use, etc. all can be included in your profiles.
You can target people by: –
- Keywords: keywords are the strongest and greatest advantage of Google AdWords. Your ad can be shown to the ones who search the particular keywords on Google or other search engines.
- Ad location: you can set if your ads will be shown on the Google search results or other blogs.
- Age, location or language: you can choose your target group depending on the age, gender, location and language of the audience.
- Days, timing and frequency: you can target your ads during certain hours of a day, or on some days of a week and you can also decide the frequency of your ads display.
- Devices to run: you can decide whether to show your ads on all devices or only limited to mobile phones.
The age old method of banner advertising on high traffic areas can be much budget burning with their low CTR rates (click through rates). But if done properly, Google Ads with retargeting can bring you a positive ROI (returns on investment). You can target those customers who have showed an active interest in buying your product, that is, tour packages or other travel services.
Ads can be highly competitive so you must contact in a person who is pro with Ads in case you are not at par with Ads. Otherwise, it can be hugely expensive.
3. Increase your tour bookings
Google Ads is not a piece of cake. It is rather very exact and assessable. This is in fact the only channel for marketing that is measurable. It means that you can get to know where your money is going and how much is your returns on investment. You must have a positive ROI on the PPC advertising and Google Ads helps you with a controlling power to help achieve the ROI. The main aim is targeting audience. You should find your prospective buyers among the entire population who use internet. You can target your audience by choosing the language of the audience, their city of living, age and sex, their online search habits, etc. Once you target your audience you can easily bring in conversions by turning them into buyers and then your ROI will be on an upwards trending graph.
Each marketing channel contains its own specific audience which is prevalent and it helps you to find them. Roadside banners might work well for gas stations and people traveling by car but these will not work for mobile solutions. AdWords and SEO are different channels and each draw a different type of audience. AdWords allows you to choose the search terms or keywords for your ads. For example, you see that a phrase “business trip to Sweden” is a top ranked on Google results but your keyword “trip to Sweden” does not rank well, then you can use the former phrase in your AdWords account. In this way you can fill in the weaker places of your SEO thereby increasing the visibility of you ad which is not possible otherwise.
5. Brand awareness
Brand awareness is the principal aspect of any marketing and it helps to bring all good things and success to your business. Low cost per acquisition, high loyalty points and mainly word of mouth all strengthen the brand awareness of your products and services. AdWords can immensely help in building up of your brand awareness in many ways. Display network can work hugely as well as banners, text ads or animations can help to view your ads to a large number of audience. About 86% of the online population can be reached through AdWords. Search network can also play a big role behind the brand awareness or you can conquer over the entire search results page with a great combination of AdWords, social marketing and SEO. This is more powerful because the audience will click on any link that is somehow related to your brand.
6. Strong SEO
You might have the misconception that SEO and AdWords are at odds all the time for if you are a good ranker then it is foolish to pay for the same phrase. Organic rankings have become history now and this depends on the location and the language in which you search as well as past searches, etc. but this cannot let you know your rank on Google page. Studies prove that organic and paid keywords can get more number of clicks if done together whereas only organic keywords can. You can get better clicks for the ads if you rank well on organic results. A well structured AdWords account can offer you a good amount of information for SEO.
Tips for using Google Ads for your agency:
#1 Choose the right keywords
Landing pages are the starting point of your keyword research and this helps for your products and services. You have a well-structured website with a wide range of products and services offered for the customers.
You should select keywords for your Ads campaign must be the terms which will be searched by your targeted audience while they are looking for your travel company. The best keywords for your Ads campaign for the travel agency should include the activities offered by you alongside your tours. For instance, you are offering sightseeing tours for Melbourne then you need to launch Ads campaign for the keyword “city tours in Melbourne”. The more specific search term, the better results you can get from your campaign.
#2 Avoid repetitive Google Ads campaigns
You might be tempted to repeat the same search terms if you have succeeded in your first campaign. But it is advisable to have a better practice for varying your keywords as well as launching different campaigns. This will allow you to reach out to customers by making new market segments thereby broadening your audience reach in the tourism industry. Focus on various aspects of your offerings with hopes of gathering a new and diverse group of travelers including adventure lovers, solo explorers as well as family tours.
#3 Monitor your results
Ads campaigns consist of two goals:
- Driving traffic to your website
- Increase the conversion rate of customers
You need to remember that you have to pay each single time when someone clicks on your ad hence you will want the audience clicking on your ads to convert into customers. Data collection and evaluation of metrics helps you to find what works for your business and what is not suiting your Ads campaign. This is quite valuable information for your future campaigns with hopes of success for your business in the future. You need to get the results required for you or else you will be wasting both your valuable time, resources and budget.
PPC advertising campaigns offered through Google Ads are one of the most vital components for any digital marketing strategies. You can use a variety of tools and methods for boosting your brand recognition all over the world and then you can earn a lot of direct bookings.
#4 Tracking calls is the key
Despite the immense growth of online bookings, in-bound calls act as leads and these are one of the most important types of conversions for your business. Phone calls denote users who are looking for answers to their questions and want to learn more about the product and are potential customers.
This is quite evident as a person paying a thousand dollars for their holiday package should be convinced by your product as well as your services. They should trust you to pay you. Tracking phone calls is the method of attribution of values from sales to any specific channel, like PPC and is essential. If you don’t have the process of tracking phone calls you should immediately begin it. Google also offers you free to use call-tracking features and you can get a good place for finding new customers through call-tracking. However, a third party call tracking is recommended for it can allow you to analyze conversions more deeply and you can attribute value for sales at the keyword level.
With a proper Google Ads consulting, you can get 360 degree marketing strategy involving email marketing, social media, lead generation and website optimization that will be beneficial for your travel agency.
We hope that this post has been really helpful to you for your travel business.
You can start with https://ads.google.com/intl/en_IN/home/?pli=1https://ads.google.com.
But if you are facing some problems and cannot deal with how to use Google Ads for your travel business, don’t hesitate to get in touch with us and we will help you skyrocket your business performance and get you more leads and sales (tourists) through efficient advertising.