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Tourism Events
Social Media Strategies for Travel USA 2010, San Francisco - March 24 - 25, 2010
With 67.2 million North Americans now actively managing a social network profile, what do you need to know to ensure you are ahead of the game? - event details.
Grab the Low-Hanging Fruit
It is important for travel organizations to focus more on those targets that are easily reachable – 'hand raisers'. Learn more about visitor engagement.
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You’ve Got Questions, We’ve Got Answers
A: Despite what search engines are pitching, Pay-per-click marketing is a complex endeavour. And regardless how small or large is your PPC program, there’s always room for expansion and improvement. Here are a few ideas to revive your PPC campaign:
- If you are currently using Google AdWords only, expand your campaign with other search engines: try Yahoo and Microsoft – many marketers focus just on Google, especially in Canada, and for good reason - Google has the largest market share. However, recent research from Chitika shows that CTR from Bing is higher than Google - "The CTR of users who come to the Chitika network via Bing is over 75% higher than those who come from Google". By expanding your PPC program to include more search engines, you can capture new market share and generate additional sales [chart]
- Perform a systematic review of your entire keyword catalog and find new search terms opportunities. While you are looking into keywords, take the time to analyze the conversion rate at keyword level – if you have the analytics means. Remove the keywords deemed ineffective and think of ways of improving the ones responsible for generating sales
- Test new landing pages. Landing pages are probably the biggest factor in the success of your PPC campaign. Landing pages persuade searchers to convert (however you define conversion)
- Optimize your conversion funnel, especially if you are running an eCommerce website where the path to conversion consists of multiple steps. Invest in a good web analytics software that enables you to answer the question – where are we losing sales?
- Define a strategy for your non-brand search terms. Branded keywords will always perform well for obvious reasons, but few marketers target non-branded search terms separately and differently. Start by measuring brand versus non-brand traffic in your web analytics package and gain a good understanding of each traffic segment’s impact on your sales