Are you a travel marketer trying to make the most of PPC advertising? Look no further! With digital travel sales projected to exceed $800 billion this year, it's essential to invest in effective tactics to boost your revenue. In this ultimate guide, we explore strategies that can help you tap into travel-related activities, optimize for mobile, build brand awareness with ads, prioritize personalization, and manage your reputation. Let's dive in and learn how to create compelling travel PPC ads that resonate with your target audience and grow your business.
Promote Travel Experiences
Bored of just promoting hotel rooms and travel bookings? Why stick to the boring stuff when you can tap into travel-related activities? With tourists today spending a whopping $129 billion on all the fun things to do while traveling, it's high time you started focusing on experiences over just hotel rooms. After all, who wouldn't choose a fun-filled trip over a bland one? And as a bonus, promoting tours and activities with your PPC ads is a great way to boost your revenue. So, make a bold move and take advantage of the trend where 67% of high-income travelers prefer to spend on activities and experiences over expensive hotel rooms. Let your creativity run wild, and who knows, you might end up becoming a subject of envy for your competitors.
Optimize for Mobile
Mobile devices have become an integral part of our lives and that's the case with travelers too. Travelers use mobile devices for searching, booking, accessing travel information or more. Targeting mobile devices can be highly fruitful as search results on mobile have limited space, and hence, it's important to ensure that your ads appear in the top two positions. To monitor your ad rank performance on mobile devices, you can add Impr. (Top)% and Impr. (Abs. Top)% to your reports. Bidding more on mobile devices can help you achieve the desired ad position to gain visibility. As mobile devices' usage continues to rise, optimizing your pages for mobile is a must. So, adjust your pages for mobile devices, bid more on mobile to get better visibility, and track the performance of your ads to see how well your optimization tactics are working.
Build Brand Awareness with Your Ads
Build Brand Awareness with Your Ads Let's face it, we all want to be famous! The same goes for businesses. In the travel industry, where the competition is fierce, it's important to have a strong brand to stand out. To achieve this, advertisers should use techniques to build brand awareness. One way of doing this is through Google display or Facebook ads, which allows advertisers to showcase their brand personality. With millions of users on these platforms, it's an excellent way to reach potential customers who might not be searching for your product but could be open to it.
Another way of building your brand is by bidding on branded keywords. Users who are already familiar with your brand are likely to search for it directly. Even if your pages are ranking well in organic search results for branded keywords, it's worthwhile to double down with PPC ads. This not only drives more clicks but also reinforces your brand identity. In addition, by supplementing your search ads with Google display or Facebook ads, you can remarket to audiences that have clicked on your PPC ads but haven't converted yet. This not only helps with conversions but also keeps your brand at the top of people's minds. So, don't just focus on driving conversions with your PPC ads; make sure to build your brand as well. After all, what's the point of booking a trip if travelers haven't heard of your brand and don't know what makes it unique?
Double Down on Personalization Tactics
Double Down on Personalization Tactics Who doesn't love personalized recommendations and content that caters to their interests and needs? Personalization is a core aspect of user experience, and it can significantly boost clicks and conversions. Travel marketers can take full advantage of this by tailoring their PPC ads to individual users and using dynamic web content. High-income travelers, in particular, prefer experiences and activities over expensive hotel rooms, so it's crucial to showcase personalized tour and activity options in your travel ads. Best-in-class travel companies prioritize providing personalized experiences throughout their customer journey, whether it's through accurate ad targeting or customized landing pages.
According to a Travolution survey, 81% of respondents consider personalized experiences to be very important. So, it's essential to give this aspect the attention it deserves to deliver a great user experience and increase conversions. With personalization as your content strategy, your travel brand can connect with users better and increase your ad performance by providing targeted value.
Prioritize Reputation Management
Prioritize Reputation Management Let's face it, traveling to a new place can be intimidating, and travelers need guidance they can trust. That's why reviews and ratings from fellow travelers hold so much sway. If you want to stand out in the travel industry, reputation management should be a top priority. According to research by Tourism Research Australia, review websites are the biggest influence on global travel decisions, even surpassing travel agencies. That's why emphasizing review management is critical to your overall advertising strategy. Make it easy for satisfied customers to leave positive reviews on various platforms, and respond to negative feedback promptly. And don't forget to showcase positive reviews on your website or other marketing materials. In this digital age, reputation is everything. Make sure yours is impeccable.
Automate PPC Advertising
Automate PPC Advertising: The ultimate goal of advertising automation is to create an always-on, seamless advertising flow. Automated planning helps in determining the budget and bids. Automated performance is all about optimizing campaigns in real-time, identifying top performing keywords, and pivoting the campaign based on the insights. Automated measurement ensures the success of your advertising automation strategy. Continuously track your account’s progress and define goals/success metrics. PPC automation will change advertising dramatically, making routine tasks automated and more efficient, freeing up time to be more creative.
In conclusion, effective travel PPC advertising can boost your revenue and help your brand stand out in a crowded market. By promoting travel experiences, optimizing for mobile, building brand awareness, personalizing your content, and prioritizing reputation management, you can attract new customers and encourage repeat business. And, with the help of advertising automation, you can streamline your strategy and maximize your ROI. Remember to test different tactics, track your results, and stay up-to-date with industry trends to ensure your PPC campaigns are driving success. Happy travels!