The Complete Manual of Online Marketing The enormous $8.27 trillion tourist industry is projected to expand at a faster rate in the years to come. As a travel ad network , you must adhere to the "modern" travel advertising school of thought if you want to take part in this expansion.
That's accurate. Your target market is 2021, not the 1990s. You must reach them where they are right now, which is online. This refers to online directories like TripAdvisor, social media, and search engines.
Using platforms like Google, Facebook, and TripAdvisor, among others, this post will discuss how to locate your target audience online and how to effectively advertise your trips to them.
1. Search Engine Marketing (SEM)
Google Ads (formerly AdWords)
Google is without a doubt the dominant search engine. Advertisers have a fantastic opportunity to acquire their fair share of visibility in Google's broad network with over 63,000 searches per second every day. Yes, this implies that you, as a tour and activity provider, can promote your travel business in front of thousands of people every month.
You have the option to put travel advertising on Google's search results page and on the pages of their network of search partners thanks to Google advertising. The best way to take advantage of this opportunity is to first thoroughly understand your unique business model.
Bing Ads
Bing is now a less popular search engine than Google, but its market share is increasing more quickly. Since Bing is the second-largest search engine in the US, switching to Google Ads would cost you a significant opportunity.
Additionally, Bing Ads have less rivalry and a lower cost per click. In other words, Bing Ads will provide you a greater click-through rate and a higher travel ad position . For tour and activity operators, it is reasonably cost-effective (look at their target markets; 35% are planning domestic travel, compared to 14% who are planning overseas travel).
7Search PPC
The fastest website monetization opportunities designed for hospitality and travel publications are provided by 7Search PPC . To help you make sizable profits without sacrificing user experience, our travel ad network offers innovative ad types and high CPC ads .
Additionally, with total control over the advertisements on your website, you can easily monitor and modify your ad placements.
2. Social Media Marketing
Facebook Travel Ads
Did you know that in 2018, 30 percent of the money spent on advertising by travel advertisers was spent on social media? Since then, more people have joined because Facebook and Instagram introduced Facebook Travel Ads (formerly known as Facebook Dynamic Ads) to cater to the unique requirements of travel marketers.
Additionally, travelers spend five times as much time on Facebook as they do on travel-related apps, websites, and searches. Furthermore, 76 percent of Americans use Facebook on a weekly basis to share their travel stories and seek advice from friends. Additionally, 96% of tourists use Instagram to find travel ideas.
If you're not using Facebook Travel Ads to promote your trips, you're missing out on a huge opportunity.
With its emphasis on stunning pictures, Pinterest has 332 million active monthly users who are looking for fresh perspectives and motivation. But how does it apply to your company?
For example, 68 percent of Pinterest users make boards for hotels and areas they'd like to travel to. How does that affect you?
A wonderful chance to showcase your products, which, if you play your cards well, might result in significant purchases. Specifically, if you use the appropriate Pinterest advertising technique.
Compared to Google, Bing, and Facebook Ads, Pinterest Ads are rather simple to run.
YouTube Ads
Yes, the YouTube ads. They are feared by travel marketers because producing video takes time and money. Although initially expensive, video is the most participatory and entertaining medium for all audience types, thus the investment pays off.
The sheer breadth and strength of YouTube as a video social media network is the reason why so many companies are now creating films, hosting them there, and marketing them there. Every day, users view more than 1 billion hours of video. Don't you want those views to include your content?
Measure, Measure, Measure!
The initial few weeks after you start running advertising will be spent mostly testing and optimizing. To determine which variations of your travel ads perform the best, you should conduct numerous a/b testing. You should build as many ad variations as you can on Google advertisements, Bing Ads, and Facebook Ads since they typically serve the best-performing advertisements based on client interests.
Additionally, you can a/b test your selection criteria. You may, for instance, choose to target both those who are already in your destination and those who are preparing to travel. To determine which demographics and interests criteria are best for your business, think about conducting an a/b test.
The key takeaway is that in order to generate ads that are truly effective, you must continuously test, measure, and optimize them. You should test and modify your landing pages as well, not just your advertising, to make sure that customers have access to all the information they require to proceed to the next step and make a reservation with you.
Conclusion
Online advertising platforms are excellent growth accelerators for any company in the travel sector, especially tour operators and activity suppliers. Your efforts, however, won't be fruitful until you create travel ads strategies that are tailored to your particular demands and business goals.
Determining your advertising objectives, target market, keyword approach, and messaging before you start your first campaign is crucial for this reason.
