Paid Search

Watch your CPC like a Hawk

There are a lot of advantages to using Adwords to drive sales. For some businesses, particularly online retailers, it may represent nearly their entire marketing budget. But for many small-medium sized tourism operators, it’s easy to put too much money in and lose track of results. If you’re outsourcing Google Ads already, chances are your agency has minimum spend requirements which benefit them more than you. And Google makes money whether you do or not. Most small businesses who rely on PPC also find that their month-over-month costs constantly creep upwards.

Before running a PPC campaign, we make sure your other marketing channels fully aligned. We segment your audiences and optimize your landing pages and ad copy by testing the heck out of them and tracking everything in Google Analytics. 

Strategically Integrate Google Ads into your Marketing Mix

We believe that Google Ads (formerly Adwords) is a key part of a well-grounded marketing system. It should complement your SEO strategy and other channels. With deep keyword and persona research on your ideal customers, we’ll keep costs under control and make sure you’re not spending any more than you have to. (We have no minimum monthly spend requirements.)

Google Ads is one of the best ways of geo-targeting specific audiences, so if you’re a travel business that attracts customers from certain cities we can reduce CPC by focusing only on those locations. Our approach makes use of both Display and Search Networks to target touchpoints along the entire customer journey, from the initial awareness or inspiration stage to selling a few last-minute spots. Used right, PPC campaigns can have great ROI.

Focus on the Benefit to Your Ideal Customer

You don’t get a lot of space to make your pitch on Ads, so you need to really do some marketing jujitsu. Here we can be your lethal weapon. What is your unique selling proposition? How do you make someone an offer they can’t refuse? At the end of the day, the important thing with building a PPC campaign is that you are able to put yourself in the mindset of your ideal clients and the experiences they’re seeking. Are they really wanting a bike trip or ski trip, or adventure and escape? Get into their psyche and you’ll reap the rewards.