Like many travel marketers, you may be finding the world of paid for search increasingly frustrating as your cost per click escalates and your click thru rates decline.
The natural thing to do is to keep fiddling with your bid levels – trying to find the optimum level that will deliver you the maximum clicks at the minimum price. But I’d suggest you’d be much better advised to take a long, hard look at your copy.
I know, I know – you’ve got hundreds of keywords and the thought of re-visiting it doesn’t fill you with any joy. And there’s nothing more frustrating than writing the perfectly pitched line of copy only to find it’s 36 characters rather than 35. But finding the optimum creative for your ads really is the leg up your campaign will need to stand out from the competition and start seeing the virtuous circle of improving click thru rates, declining cost per click and increasing conversions.
As B is a letter clearly very close to my heart, I’ve entitled my tips for the optimum travel PPC copy the 3 ‘Bs’. Here they are:
To be relevant, you need to understand your potential customers, the context they’re in when they entered that keyword and how your brand ‘fits in’.
Put yourselves in your customers shoes and think hard what they’ll want when they enter a specific keyword. Look at what your competitors are offering for that keyword and then craft an ad which is relevant for your customers, the specific keyword query and, just as importantly, for your brand.
This will mean keeping keywords per ad group to a minimum so you can craft relevant copy, and understanding what aspect of your brands message is appropriate at different times.
Let’s have a look at an example to illustrate the point – I’ve googled ‘luxury holidays to Morocco’. The top 3 paid search ads are below.
All ads tick the relevancy box on a keyword level – the key phrase I entered is reflected in the titles of all 3. For Cadogan, it’s also reflected in the body of the text. However, Cadogan has missed a trick in reflecting the search term in it’s ‘display URL’. Something like ‘www.cadoganholidays.com/morocco’ would have been more likely to convince searchers that a click would take them to a relevant landing page.
All ads tick the relevancy box when it comes to being relevant to the functional aspects of their brands. Cadogan emphasises ‘Stylish’ and ‘5*’ to filter out those looking for budget breaks (and presumably those looking for un-stylish holidays). Travel Republic focuses on discounts and Hip Morocco talks about its accommodation offering, both in terms of type and location.
But Travel Republic is my favourite because they’ve been true to the more ’emotive’ aspects of their brand as well – presenting their discount message in an engaging and eye-catching way which makes them leap out from the crowd.
PPC creatives are not set in stone – one of the great advantages of the medium is that change is so easy.
So marketers should leverage this to their advantage and change their creatives as and when relevant. And those moments of relevancy are when your brand’s circumstances change or when your customers’ circumstance change.
The most obvious change in your circumstances is the advent of promotions, discounts and offers. These should be integrated into ad copy but the kitchen sink shouldn’t be thrown at consumers. Different key phrases work at different phases of the purchase cycle and unless discounts is core to your brand’s message, I’d be wary of introducing discount messages for terms that are very high volume, generic and clearly used by customers getting their research underway.
However, you must also be aware that your customer’s circumstances change too. Maybe the summer holidays are on the way and they’re looking to keep the kids entertained (Another Day Entertaining the Kids? Alton Towers Makes It Easy), or a they’re looking to escape a particularly dismal winter and are looking for the sun (Brrr! Another Freezing Day. 25 degrees in Spain is only £299).
Taking account of the probable circunstances of your customer with regard to their current context helps keep your ads fresh and relevant, and helps you to build an emotional connection with your customers as you demonstrate to them you understand their circumstances.
‘B’ Prepared to Test
To reach your optimum performance, you’re going to need to test, and test, and test some more.
If you’ve got one ad creative running per ad group that’s not enough – you should be aiming for 3 or 4. Google will naturally ‘settle’ on the one that is the most successful in terms of clicks but once it has, you need a new set of challengers up your sleeve.
If you’re stuggling to come up with enough alternatives – try the principle of multivariate testing. Write 2 alternative headlines, 2 alternative first lines, 2 second lines and 2 display URLs. Then you already have a potential 16 creative versions you can try.
You should see your pay per click advertising as a constant experiment as you strive for the optimum ad copy to maximise conversions, as long as all of these experiments are consistent with your brand. And be careful how you’re measuring success – it’s easy to get seduced by high click thru rates but if none of that traffic is converting, your attracting too many people who aren’t interested in what you’re offering. Focus on conversions.
PPC really is a discipline where you get out what you put in, but the result can be remarkable. I’ve seen 50% improvements in the performance of my own campaigns when I’ve been prepared to put the hard yards in, and seen examples of even more dramatic improvements than this.
So take a deep breath, sit yourself down in a quiet corner, open up your Excel and get typing. And remember, although this isn’t the most exciting aspect of your role, things could be worse – you could be working in the Accounts Department.