Pay-per-click (PPC) advertising can be a powerful tool for travel agencies looking to drive more bookings and increase brand awareness. With the right strategies, PPC campaigns can help travel agencies reach high-intent customers when they are actively searching for holidays online. Here are five strategies you need to know:
1. Conduct Thorough Keyword Research
Thorough keyword research is the critical foundation of any effective PPC strategy. Travel agencies need to dedicate time to identifying high-traffic keywords that relate to their target destinations, types of holidays, traveller demographics, and other relevant factors. Analyse keyword search volumes, competition levels, and suggested bid prices to create a strategic list of primary and secondary keywords. Focus on more specific long-tail keywords to increase relevancy. Organise keywords into ad groups around topics. Continuously expand your keyword list over time.
2. Target Key Geographic Locations
Since travel purchases are very geography-specific, travel agencies should target their PPC ads to postcodes, cities, regions, and countries that represent their key markets. Use location targeting options to only show ads to users searching from those high-potential areas. Location targeting improves ad relevancy and converts visitors into bookings at a higher rate. Analyse your past booking data to identify new geographical targets.
3. Optimise for the Mobile Experience
With the rise in smartphones, over 60% of travel searches now happen on mobile devices. Travel agencies must ensure their PPC ads and landing pages are fully optimised for mobile users. Strategies include using responsive web design, creating mobile-friendly ad copy, bidding higher on mobile traffic, and designing fast-loading landing pages. Check that your site provides a seamless experience on every device. A mobile-first approach is essential.
4. Create Distinct Ads for Each Funnel Stage
Travelers go through different stages during their purchase journey. Travel agencies should develop distinct PPC ads and landing pages tailored for each funnel stage. Use promotional messaging and discounts for early research stages when travellers are uncertain. Add detailed product specs and reviews for quote stages when they are comparing options. Include urgency and scarcity messaging for late booking stages when travellers are ready to purchase. Dynamic ads that change based on funnel position can be highly effective.
5. Continually Analyse and Refine Campaigns
The best PPC advertisers continually analyse performance data and test changes to refine campaigns. Travel agencies must dedicate time each week to study metrics like click-through rates and booking conversions. A/B test different ad creative and landing page designs. Adjust bids and budgets regularly to find the optimal amounts. Add negative keywords over time to reduce irrelevant clicks. By constantly optimising PPC accounts based on data, travel agencies can improve conversions and ROI over the long-term.
Consider Working with a Travel PPC Agency
Given the complexity of setting up and managing PPC campaigns effectively, many travel agencies find it beneficial to hire a travel PPC agency. The technical expertise and dedicated management from a PPC agency help travel companies maximise their return on ad spend. Though agencies have monthly fees, their optimisation skills usually improve campaign results enough to outweigh the costs. Plus, agencies stay on top of the latest PPC trends and innovations in the travel space.
By leveraging these proven PPC strategies, travel agencies can attract qualified website traffic that converts into holiday bookings. Establishing and refining an intelligent pay-per-click strategy takes significant work, but the additional online revenue and brand awareness generated makes the effort well worth it in the end.