- November 8, 2018
- Posted by: Biplab Poddar
- Category: Google AdWords, PPC
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 a huge number of people start their research on mobile devices.
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.
Online marketing for travel is quite tough. The competition is huge, risks of low ROI, but the key is visibility. You may burn a hole in your pocket while managing the content of your website, management of bookings, documentation process, social media marketing, etc. Moreover, these might dampen your spirit and you may want to bet off with the bookings.
One should be able to make a combination of the traditional methods of marketing with the digital marketing strategies and advertising campaigns during the promotion of the tours for targeting market segments. And Google AdWords campaign is one of the most effective ways for acquiring direct online bookings.
Google AdWords is a pay per click (PPC) platform for advertising and hence the name PPC campaigns. The online marketing campaigns are mainly designed for driving in the audience to your travel website. Google AdWords 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.
Investment in Google AdWords is a good choice for the travel industry
Since the past 5 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 AdWords. Google AdWords 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 AdWords helps you to win daily customers from the competitor firms. And if you are running an AdWords 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 AdWords campaign, then you are definitely missing out a whole number of potential customers. But you need to use this tool of AdWords in a rather efficient way or else you will end up wasting your budget.
Google AdWords with retargeting:-
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 AdWords 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.
AdWords can be highly competitive so you must contact in a person who is pro with AdWords in case you are not at par with AdWords. Otherwise , it can be hugely expensive.
Increase your agency’s bookings with the help of Google AdWords:-
Google AdWords 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 AdWords 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.
Choosing the right keyword is essential:
You should select keywords for your AdWords 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 AdWords 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 AdWords campaign for the keyword “city tours in Melbourne”. The more specific search term, the better results you can get from your campaign.
Avoid repetition of your Google AdWords 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 new and diverse group of travelers including adventure lovers, solo explorers as well as family tours.
Monitoring your results-
AdWords 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 AdWords 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 AdWords 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.
Tracking calls is the key to bring success
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.
Keyword research is the most valuable aspect of search marketers and this produces revenue for your business. You should put your business and clients at the forefront for any related keyword can build or damage your business. Keywords referring to phrases in the travel industry can add value to your business and these keywords are searched by the people who find related products and services.
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. Google AdWords keyword planner can provide you with the accurate data for your active campaign and you need to type the keywords that are most closely related to the context of your landing page targeted for the audience. Make sure to set the target to your country and choose the language as English. Click on “get ideas” and you can review the keyword results. Check out the additional keyword suggestions by relevance and then you need to create an excel sheet by putting the landing page on top and the keywords beneath it for targeting. Repeat this procedure for each and every landing page you want to target. This will help you to understand the best landing pages for each of the terms and you can also act accordingly.
When you begin the research for your keywords, it is very natural for you to create a huge list of thousands of keywords. But the quality of keywords is more important than the number and you should focus on the former one. The keywords relevant to your products are the best ones for you for they reflect the exact content of your website. A small list of keywords can also run and bring in opportunities for your growth. So, you need to focus on best performing keywords rather than too many keywords.
Do not use too much general keywords for these have a lot of high competition and this means high CPC (cost per click) for you. Unless your PPC budget is too high, don’t go for general keywords at all. Try to focus on specific keywords which describe what you offer.
Google AdWords increases your website traffic–
Google AdWords is data driven and a great form of advertising and for targeting. It has helped several tour operators to make their places in the marketplace. If properly done, digital marketing for travel agencies work well and drive in the travelers onto your website. And if done in a poor way, it can drain your entire marketing budget out much quicker without even increasing your website traffic. So, online travel agencies should focus on scaling of their campaigns only if you have received results previously.
Make sure to keep your campaign clean and cohesive to your online travel company. You should prefer to use the same login for your Google Analytics; Google AdWords and Webmaster tools while the management of your travel company. If done so, your campaign gets streamlined and all your accounts can be properly linked. You can benefit through use of relevant data from Google tools during the marketing campaign of your travel agency website.
Differentiate between campaigns and ad groups-
You should distinguish campaigns that are based on various types of travelers including weekend travelers, globetrotters, backpackers, explorers, vacationers, etc. and this can help you to discover the approaches that help you to increase traffic to your website. You can be able to pinpoint the strategies through tracking the metrics and A/B testing and this is too effective. Always plan big for your online travel business.
Proper targeting of your campaign
AdWords help you to target a campaign for your website depending on demographic, locations as well as behavior for getting hand-picked customers. The better targeting, the more number of travelers you will get by spending less.
Use effective keywords for your online travel agency-
Google AdWords provide excellent tools for selection of optimal keywords. You can often use low ranking keywords and this can make you stand out from the competitors in the market. Niche travel customers are attracted and thereby the chances of paying the same keywords used by other travel companies so it is a win win situation.
You should add money to your account and begin your AdWords campaign with a limited budget and first ensure that it helps you effectively increase your website traffic. You should set up a daily budget and you can see what works for your travel business and thereby optimize your campaign accordingly. You can have better ROI and more money comes into your account. You need to set a strategy and stick to it. Bid for diagnosing what will work well and then you need to build a promising strategy for your online travel business. Start at a normal bidding cost and then gradually increase your bid as your campaign develops.
Your ads should display all the relevant information about your website-
You must preview your ad before making it live. Make sure to provide all necessary information to your potential customers when they click on your website. So make sure you watch the preview of your ads on multiple devices for ensuring that your ads run effectively both on mobile and other devices.
You should do a proper research and try to avoid low quality keywords that can mislead your audiences and result in no conversion. The keywords that you don’t want your customers to see are also important. And you will not obviously want job seekers to look into your ads. This is where the role of negative keywords is vital.
Your ad should have a clear call-to-action
You need to have a clear call-to-action for creating a sense of urgency for it can attract the motivated customers. Call to action can be able to translate the higher rates of conversion if done in an efficient way. Make sure to include your name, address and contact number and this would be visible to your customers. These are essential for ensuring success of your travel business.
Optimization is the key to your success
It might be critical to set AdWords tracking in a proper way as a travel agent so you must analyze important conversion metrics as well as make necessary adjustments for getting better results for your travel website. Along with getting good cost per conversion (CPC) you do constantly adjust your AdWords campaign and find a better optimal bidding rate for each of your keywords. This might be a trial and error process and this will also evolve long with your business.
Why choose Google AdWords for your travel agency?
- Your competitors use it: – do a simple research by the name of the service you sell most such as vacations in the UK, Caribbean cruises, European packages, etc. Google search can be easy when you type only the name of the service that is the top sale of your company and view the results you will get. You can see your competitor names in the results also and if you don’t, well you are the lucky one!
- Visibility: – 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 ranker 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.
- 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 strengthens 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.
- 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.
Advantages of AdWords for travel agencies
Google AdWords provides you with the advantage for all the good things in the field of online marketing by making your ad visible to the right audience at the right point of time and at the right place. AdWords has several benefits:
Finding 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.
Google AdWords can help you to target people by: –
a. 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 the mobile phones.
- Set your own budget: – Google AdWords allows you to set your budget for advertising. No low limits for payment and you have the full freedom to decide the amount of money you will spend on a daily, monthly or quarterly basis. You don’t have to pay when anyone sees your ad but only when he or she clicks on your ads.
Optimize your AdWords campaign properly:
Each time someone clicks on your ad, you will get notified. You can also see what your audience is doing after clicking on your ad if they have made reservations or downloaded your online brochures. You can also check if they have subscribed for your newsletters. You can keep a track of which ads are getting the most number of clicks and which are the keywords that will be better for visitors and which will not be. You will get to know the way of management of your budget and also managing the future investments. It is logical that you will invest in keywords that can bring you customers and in turn new bookings.
On this, you can calculate the number of bookings received through use of AdWords and the costing you have to bear and check if it brings profit to your business.
Google AdWords is easy to learn
Like all others spheres of marketing, Google AdWords also has a few hidden depths, but the basics of AdWords are quite simple and easy to grasp. The set up process of AdWords is a simple step by step method:
- First, create a Google AdWords account and set up your passwords, language and currency for your account.
- Create the campaign by picking image ads or text ads. You can choose the audience whom to show your ads and what time.
- Create ad groups where you can type ad texts and upload pictures.
- Choose your targeted audience by keywords, categories, etc.
- Set up your budget and make the initial payment.