PPC tip #1 - Exploit the long tail:
Google says that over 60% of searches made each day are new. Make sure that you build your campaigns to cover these long tail specific searches.
Tap into this audience and drive online bookings by using individual hotel names rather than just resorts, as well as including specific dates.
Some operators support hundreds of routes and thousands of hotels, but not all of these will deliver a profitable margin.
Advertisers can market to the long tail smartly by pushing the areas from which they derive most revenue.
Using negative keywords (keywords that could be associated to holiday destinations but are not in line with what the advertiser is offering), such as “maps of Majorca”, “weather in Barbados”, “restaurants in Barcelona” or even “Turkey recipes” to deter poor quality, irrelevant, or even accidental traffic away from their websites, can help keep their online campaigns tight and targeted.
Other tactics, like geo-targeting around areas that historically generate bookings can help remove irrelevant or generic traffic from specific destination campaigns.
PPC tip #2 - Exploit the long tail:
Google says that over 60% of searches made each day are new. Make sure that you build your campaigns to cover these long tail specific searches.
Tap into this audience and drive online bookings by using individual hotel names rather than just resorts, as well as including specific dates.
Some operators support hundreds of routes and thousands of hotels, but not all of these will deliver a profitable margin.
Advertisers can market to the long tail smartly by pushing the areas from which they derive most revenue.
Using negative keywords (keywords that could be associated to holiday destinations but are not in line with what the advertiser is offering), such as “maps of Majorca”, “weather in Barbados”, “restaurants in Barcelona” or even “Turkey recipes” to deter poor quality, irrelevant, or even accidental traffic away from their websites, can help keep their online campaigns tight and targeted.
Other tactics, like geo-targeting around areas that historically generate bookings can help remove irrelevant or generic traffic from specific destination campaigns.
NB: This How To series is authored by Nigel Muir of DBD Media