*The Google Adwords Checklist is available for download at the end of this article.
The Forest of Knives may be one of the most beautiful places on Earth. The only issue is, no one’s heard of it. Point is, you could have the most beautiful website and tour package but it doesn’t matter if nobody sees it. That’s why you need to advertise, you need to put your assets in front of people.
Traditionally advertising was only available to big businesses with the budgets to buy billboards and newspaper space. The good news is, the rise of digital advertising has allowed anyone or business to advertise with any budget they’ve got. One popular platform is Google Adwords.
Google Adwords is a pay-per-click- advertising platform. It’s an extremely high intent and thus, an effective method of advertising. This is how it works.
It’s great because you’re only showing your advertisements to people who are already looking for your product and you’re only charged when someone clicks on your ad, meaning you only pay if your advertising works.
The first thing you need to do is find relevant keywords. What are your customers searching for? Who else is bidding on those keywords? Google Keyword Planner is a great way to start, it can provide you with a list of suggestions based on your website. You can also research further into each keyword with Google Keyword Planner. Some other useful tools:
You can further define your audience based on age, location, interests, language, etc. One useful feature for tour operators is to exclude people living in a certain location and only include those who are visiting.
You could also target specific countries at specific times of the year. For example, if you know that during the July-August period, the majority of your customers are from France, you could target France in the months prior to when they are researching or planning their trip to your country.
Google Adwords uses 4 different match types. Understanding how to use each one is a great way to ensure your campaigns are as efficient as possible. Depending on the match types, your ads show when a user searches for:
Ensure your headline is enticing. Think about it from the customers’ perspective. What would make you click on the ad? What are you offering? Make sure that’s conveyed effectively. Also, ensure that you invoke urgency. They need to know the offer ends soon or that spots are limited, make them act now!
Most people overlook this. The worst thing you can do is to direct customers from your ad to your homepage. Google will see this as irrelevant and your ads will be shown less frequently. Above is one of Airbnb’s landing pages for Australia. It’s best practice to create a landing page for each of your ad sets.
For example, if you were running an ad on a Spring walking tour promotion you’ve got, create a page for your Spring walking tour promotion. This will tell Google that your ad is highly relevant and your ads will appear more frequently.
Include the keywords you want to rank for everywhere. Put it in your headings, your destination URLs and your descriptions. The more places your keywords appear, the more relevant Google will think your ads are. Notice how Hellofresh finds every opportunity to use the keyword “fresh”.