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 …