Twenty years ago if you wanted to book a trip you would drive over to your local travel agency. How times have changed! Today people start their journey on the internet, and if you want to book with them you have to be in front of them when they start searching! In this new webinar, we'll share tips on how to send your travel business to the top of the search results page with pay-per-click (PPC) advertising - capturing more leads and converting more customers. You'll walk away with our top 11 tips to manage PPC campaigns in minutes each week and get an absolutely insane ROI. You'll also learn: - How to choose the right keywords - Search strategies for Google AdWords AND Bing Ads - Targeting tricks to increase sales and make the most of your ad budget - Tips to create compelling landing pages that actually convert _________________________________________________ For more information about WordStream, visit www.wordstream.com.

1. 11 Tips for Travel Marketers to Win
at Paid Search and Get INSANE
ROI!
Brought to you by:
www.wordstream.com/learn
#TravelPPC

2. Pay-per-click (PPC) experts.
We’ve Evaluated over 50,000 AdWords accounts and $15 BILLION in ad spend (WOAH!).
We make online advertising easy.
You can manage AdWords & Bing campaigns in 20 minutes a week.
Premier Google AdWords SMB Partner.
Newly recognized for highest quality service and results.
www.wordstream.com/learn
#TravelPPC

3. Today’s Presenters
Headshot
#TravelPPC
Margot da Cunha
Title: WordStream’s Vertical Content Specialist
● Margot’s does PPC, digital marketing, and
content creation.
● She’s excited to attend and speak at
HeroConf in Portland this Spring!
● When she’s not working Margot enjoys
running outside, and eating ice cream.
@ChappyMargot

4. Headshot
#TravelPPC
Hanapin Marketing is an industry-leading digital marketing
agency specializing in PPC (pay-per-click) advertising.
We operate the industry’s most-popular PPC Blog
Each post delivers cutting-edge thought leadership from
an actual Hanapin AM.
We produce the industry’s largest all-PPC conference
Hero Conf 2015 is in Portland, OR April 27th - 29th, 2015

5. Wesley Lenear
Title: Account Manager at Hanapin
Marketing
● Works with clients to understand
their business, and help execute
their strategy through PPC.
● Is an avid sports fan and loves
playing basketball in his free time.
@_Lenear
Headshot
Today’s Presenters
#TravelPPC

6. Do travelers search?
#TravelPPC

7. 74% of both leisure and travel
planning occurs on the
internet
#TravelPPC

8. 57% of leisure and 64% of
business travelers always
start their travel shopping &
planning with SEARCH
#TravelPPC

9. Tip #1: Find an Intriguing
Niche and Dominate it on
the SERPs
#TravelPPC

10. Why should I book with you?
• Competition is steep! Sell what makes you
unique
• Ask, what makes us different?
• Find an unexpected niche
• Incorporate your best selling points into your
keywords, ads, and landing pages
#TravelPPC

11. Stand out from the crowd!
#TravelPPC

12. #TravelPPC
Competitors!

13. Tip #2: Create Separate
Campaigns for Each
Destination
#TravelPPC

14. Structure Your Campaigns by Location OR Destination
• Gain greater control over your budget
• Cator your keywords, ads, and landing pages
to your audiences desire to visit your
destination(s)
• Easily pause and activate your campaigns that
are relevant per season
#TravelPPC

15. Target with Location Structured Campaigns
• Optimize by users’ geographic parameters
•Ad scheduling
•Bidding
• Target and exclude appropriate locations
•ex. You offer a tour of a city but don’t wish
to target its residents
#TravelPPC

16. Tip #3: Bid When and
Where People are More
Likely to Book
#TravelPPC

17. Bid higher on locations, days, and hours
when people are more likely to plan travel
• Dig into the Dimensions tab in Google
AdWords
• Make sure you’re looking at enough data
• Create a custom ad schedule to bid higher or
exclude certain hours or days of the week
• Dig into the geographic report to see where
people are searching
#TravelPPC

18. #TravelPPC

19. #TravelPPC

20. Segment Data by Geo, Day of Week, and hour of day
#TravelPPC

21. Segment Data by Geo, Day of Week, and hour of day
#TravelPPC

22. Tip #4: Utilize Ad
Customizers
#TravelPPC

23. Save Time & Stay Relevant with Ad Customizers
• Ad a limited time or recurring event,
countdown or discount that updates itself
• Create a sense of urgency within your ad
• Check out the Google help page for ad
customizers to learn more
*Refer to this blog post to get started: http://bit.ly/1wH9LXw
#TravelPPC

24. Tip #5: Get Visual on the
Display Network
#TravelPPC

25. Your Industry is Beautiful. Take advantage!
67.5% of ads on the display network are plain text ads!
#TravelPPC

26. “Just the image of the location
can sell itself.”
#TravelPPC
- Sergey Rusak, WS
Paid Search Strategy

27. Not All Ad Formats Have the Same
Reach! BONUS TIP: Use all 14
#TravelPPC

28. Tip #6: Make Sure Your
Images are Contextually
Clear
#TravelPPC

29. Avoid Irrelevant Clicks by Adding Context to Your Image
#TravelPPC
Only what in
New Zealand?...

30. #TravelPPC
Great, contextually
clear CTA’s!

31. Tip #7: Target, Test and
Optimize Your Display
Campaigns
#TravelPPC

32. Display will eat you budget if you’re not careful!
• Several targeting options! Based on
placements, keywords, topics, interests,
demographics - gender, age, parental status
etc.
• Exclude irrelevant placements
• Test to see what targeting strategies work
• Optimize regularly
#TravelPPC

33. Determine your display campaign objectives
#TravelPPC

34. Tip #8: Create Customized
Remarketing Campaigns
#TravelPPC

35. Remarketing is extremely powerful!
• With travel, sales-cycles tend to be a bit
longer. Remarketing is therefore a perfect fit!
• Remarket to those who viewed certain pages
or completed certain actions
#TravelPPC

36. Example: A searcher visits a white-water rafting
excursions page. Follow them with ads of happy
vacations rafting down the river.
#TravelPPC

37. Tip #9: Create Trusted and
Validated Landing Pages
#TravelPPC

38. Traveling is a financial investment! Trust
needs to be built
• Provide proof that your services are secure
and legitimate
• Use customer testimonials and trustworthy
language
• Incorporate any legal certifications, awards
for cleanliness or safety, etc.
#TravelPPC

39. Recommendations from
trusted, well-know companies
Customer testimonials Legal validation

40. Make the necessary information readily available!
• Provide specifics on what is included in
travel packages.
• Utilize an FAQ to address common
questions of potential travelers
• Establish clarity on pricing details
#TravelPPC

41. User experience
❖ Functionality
➢ Ensure the site/landing page functions
well across devices
❖ Imagery
➢ Include relevant, high quality images on
landing pages
❖ Qualitative Research
➢ If possible, gather data on user behavior
and preferences using the landing
page/site
#TravelPPC

42. Tip #10: If you’re seeing
great ROI, continue to add
fuel to the fire
#TravelPPC

43. Raise Your Budget on Profitable Campaigns
• With travel, the opportunities to grow your
reach are somewhat limitless
• If you’re seeing success, raise your budget
because with a higher budget you’ll get
higher return
#TravelPPC

44. #TravelPPC

45. Tip #11: Expand to Bing
#TravelPPC

46. Travel and Bing go together like
margaritas and sunshine
• Travel has been proven to see great return on Bing
• With less competition, you have the ability to own
and dominate the SERPs
#TravelPPC

47. Bing Audience
#TravelPPC

48. www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
#TravelPPC

49. Thank you!
@chappymargot
@wordstream
marketingteam@wordstream.com
@_Lenear
@hanapin
wesley.lenear@hanapinmarketin.com
#TravelPPC