How can travel companies advertise in the long tail using Google AdWords? Mark van Werven talked about this topic during the symposium at the RMC Automatiseringsdag. A short summary follows below.
Advertising a complete travel offering
Many small ones make a big one. That is the principle behind the long tail theory.
This also applies to selecting keywords in Google AdWords.
Travel companies can advertise on keywords like 'holiday' or
'flight'. These are keywords with a large search volume, but they
are expensive. Moreover, these keywords are mostly used by people
who are in the orientation phase rather than the buying phase.
A travel agency that offers a large number of accommodations and
organizes trips to many different destinations, will want to be
present in Google on his complete offering. And he will want to be
found on many different keywords. When offering vacations in Bodrum
in Turkey, the following combinations are relevant: vacation
Bodrum, vacations Bodrum, travel Bodrum, cheap vacation Bodrum,
etc. etc.
The obstacles
When advertising in this way in the long tail, some issues may
arise:
1. How do I generate my keywords
The product feed offers the solution, since it contains all
accommodations and destinations. Combinations for Google AdWords
can be generated based on this input.
2. Keywords with alternative meanings
Accommodation names are often not suited as keywords. An
accommodation named '
barbie' will attract a lot of visitors, but not very relevant
visitors. Most people who
search for 'barbie' are looking for the doll. Advertising
'barbie' will not only lead to unnecessary campaign costs, but also
affects the Google AdWords quality score.
3. Creating relevant ad texts
Google AdWords offers the possibility of
keyword insertion. However, this only enables inserting the
keyword as variable in the ad text, while ad texts become more
relevant if also variables like price are used. This requires a
large number of specific ads, which is hard to manage in
practice.
4. Availability
Preferable only vacations that have sufficient availability are
advertised. An availability index would help and enable further
automation of the advertising process by only advertising
available accommodations.
Automating AdWords campaign
All the above-mentioned issues can be solved to a large extend by
automation. To achieve this Tribal Internet Marketing has developed
AdChieve. The main challenge in
the travel industry is to keep track of accommodations'
availability. The automation can then be lifted to a higher level.
In combination with human insight and creativity, smart campaigns
can be developed with lower costs and higher sales.
Below is the presentation by Mark van
Werven.
The
travel industry & advertising in the long tail
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