Simply Clicks would like to welcome back Get Travel to our portfolio of PPC management clients. Get Travel is a Kent based client¬†that last worked with Simply Clicks in 2013. Get travel is an independently-owned travel agency that also builds its own dynamically packaged ski and cruise holidays.
Ski and Cruise Holiday Specialist
Get Travel specialises in Ski and Cruise holidays. The initial activity, which already underway, is to reorganise Get Travel’s PPC management with a specific brief to improve their performance in the market for group ski holidays. Group ski holidays are typically for groups of 10 or more skiers. The typical accommodation is for catered chalets.
Google Adwords Changes
Given that there has been a two-year gap since we last managed the account, Google Adwords has moved on quite significantly.¬†Google Adwords and Google Analytics are vastly more integrated allowing much better targeting of higher converting keywords, ads and landing pages. As a first stage, we are reviewing the performance of individual keywords, ads and landing pages and ensuring that these are all correctly aligned.
Lowering Conversion Cost is Key
The key as with most PPC campaigns is lowering the cost per conversion to as low a level as possible. In this market segment, group ski holidays, the key conversion is an enquiry. Rarely will a large ski group book online. Direct online bookings are unrealistic as each booking needs to be matched to the exact needs of a large group. Skiers travelling in larger groups tend to be more experienced and have more specific requirements regarding ski resort, accommodation type, catering arrangements and location relative to both ski lifts and other resort amenities such as shops and bars.
A Realistic Approach to Travel SEO
Once the PPC campaign is in order, the project will shift its focus to¬†travel SEO. That is, attempting to generate as much visit traffic as possible via organic search engine results. However, being realistic, it will not be possible to dominate the rankings for the key ski terms. The major ski tour operators are now too good at SEO for that. The objective will be to dilute the cost per conversion of the mainly PPC derived traffic.