Pay Per Click Advertising Great For Travel Industry
by web directory on Apr.19, 2009, under Travel
With the economic recession showing no imminent signs of getting better those involved in the travel industry must make their advertising efforts more effective. Traditional high street travel agents are dissapearing as the publics holiday budgets are slashed and as increasingly Google et al increasingly is where holiday makers are researching and buying their holidays and flights. Given this the more savvy travel agents are paying more attention to their website and their online marketing efforts, including Pay per click advertising in an attempt to win new business.
PPC is great for holiday and accommodation providers as the search engines are by far and away where most holiday/hotel bookings originate from.
Moreover as often the keywords to be used are very targeted e.g. ‘holiday villa rental in nerja’ the conversion (lead/enquiry) rate can be very high and therefore cost per conversion low. Typical overseas holiday providers can often see a conversion rate of 3%-10% and cost per conversions of £4-£12. Pay per click enables advertisers to target specific locations and types of holidays based on their changing requirements. For example in November advertisers could spend 50% of budget on targeting, for example, Costa Brava villa holidays and 50% on Javea villa holidays and in July 30% Southern Spain 30% diving 40% Northern Spain. Similarly ppc advertisers could promote last minute deals if they hadsurplus inventory or packages they could be looking to sell quickly . Also a pay per click campaign can be turned on or off, up or down to reflect seasonality.
Other key ppc benefits to the holiday/travel industry include:
- Can target any country
- Massive Vast exposure on all biggest search engines plus content sites
- Detailed reporting tools such as Google Analytics help with measuring performance
- Helps build database for other marketing efforts (for example direct or e-mailshots etc)
The most important Google ppc advertising and likely for those enquiries to happen. Also if a strong call to action can be made applicable e.g. “fill in your details for free Spain holiday guide” (this can be an automated PDF or similar to keep costs down) it is a great way of capturing more potential buyers.
Read valuable ideas in the sphere of free website traffic – this is your own knowledge base.
