Travel advertisers on Google include suppliers and re-sellers of all sizes. The optimization tips below are designed to drive qualified traffic to travel sites.
As always, when running Google AdWords™ advertising, make sure your ads comply with our guidelines, as well as all applicable laws and regulations. For more details, please review our
Terms
and Conditions.
| Know Your Goals & Your Audience |
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What is the end objective for your business – transactions, branding, lead
generation? Your approach may differ based on the decided outcome. |
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Determine the success metric in advance. What cost per transaction is acceptable?
What is your target gross/net ROI? |
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Have a clearly defined target market or user in mind. Are you primarily interested
in attracting leisure or business travelers and/or discount, mid-scale,
or luxury travelers? |
| Organize Your Account – Keep it Simple and Scalable |
A well structured account will allow you greater insight into what’s happening within your AdWords campaigns. It will also allow you to make changes, additions, or deletions with ease.
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Build a relevant targeted keyword list specific to your target audience. |
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Refine the list regularly to keep abreast of seasonal and market changes like
wave season, summer vacation planning, or holiday travel. |
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Group keywords by theme based on goals and either product or market segments. |
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Structure your account based on the layout of your website. Within each campaign,
you can create Ad Groups for every category.
Campaign: Bermuda
• Ad Group #1: Hotels
• Ad Group #2: Flights
• Ad Group #3: Car Rentals |
| Stand Out From the Competition |
Use the AdWords ad text to show the user what separates you from your competition. Many companies may offer similar products or services. Show them why they should choose your company.
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In the ad text, identify unique offerings or calls to action like the following:
•For re-sellers: price, selection, comparison shopping features
•For suppliers: Best rate guarantee, amenities
•For both: seasonal promos, last minute and weekend deals
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Test at least two different ads per Ad Group. You may be surprised to find
out which ad text performs the best. Apply learnings across the campaign.
Example of Ineffective
Ad Text
for Keyword “Chicago Hotels”:
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Example of Descriptive,
Effective Ad Text:
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Use the most relevant landing page possible for the offering. For instance, a search for "Chicago hotels" should take the user to the Chicago hotel results page on the advertiser’s website. |
Return
to Travel overview page
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| TIP:
Travel Calendar |
January:
Ski Season, Winter Escapes
February: Ski Season
March: Spring Break
April:
Spring Break
May:
Summer Vacation Planning
June:
Summer Vacation Planning, High Cruise Season
July:
Last Minute Summer Vacations, High Cruise Season
August:
Last Minute Summer Vacations, High Cruise Season
September:
Holiday Travel Planning
October: Holiday Travel Planning
November:
Thanksgiving, Ski Season, Winter Escapes
December:
Christmas, Hanukkah, New Year’s, Ski Season, Winter
Escapes |
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