If you're a tour operator, tour attraction owner, or manager, you know that selling your tour business online can be challenging. You need to reach potential customers when they're looking for information about activities and attractions in your area. You could work with an online travel agent, but that requires extra expenses, and you'd have to give up a hefty commission. Or maybe you're thinking about using Google Ads, but you're not sure if it would be effective.

In this post, we'll explain how AdWords works and show you the pros and cons of using this type of marketing. So read on - it's time to start leveraging your tour business!

What is Google AdWords Marketing?

Google AdWords Marketing or Google Ads is Google’s advertising system that helps businesses reach their target market through the SERP’s first results and partner sites.

How Google Ads Works

Google search results: reach target audience through search ads

Show up on the first results when people search for what you offer. Your Google search ads can appear on the first page results the very moment a user looks for the product or services that your business sells. Integrating with Google Maps, running ads is a powerful way to lead nearby tourists to your tours.

It achieves more traffic or leads by using targeted keywords that your users should probably use as search terms.

First, set up your Google Ads account. Here's a guide to help you get started.

From your account, you can monitor and track how your Google AdWords Campaign works. Through Google Analytics, you can gain insights and make data-driven online advertising and ad campaigns.

You pay Google whenever a user clicks on your online ads. The average cost is between $1 and $2 CPC (cost per click) on the search network. In other cases, it may cost up to $50 or more per click for the most expensive keywords.

Here is a video about how Google Ads helps in both the Search and Display Networks, depending on the type of services and products you sell.

What is the Google Network?

Google AdWords Marketing Strategy

Tour operators, as said, are always looking for ways to grow online bookings. Is running a Google Ads campaign the answer?

Well, it depends on the keywords you use, the location you target, and the timing of your campaign.

Google and HubSpot wrote both short and comprehensive guides on the right way of using Google Ads:

To help you weigh the benefits and risks, here is a table of pros and cons:

Pros and Cons - Google AdWords Marketing - TicketingHub
Pros and Cons - Google AdWords Marketing - TicketingHub

Create High Converting Banner Ads

Use tools that help you create compelling banner ads.

Why is this important?

Users are most often drawn to aesthetically appealing elements. High artistic creativity can stir emotions, raise your brand authenticity, and stay relevant.

Here are the tools you can use:

Other Effective Marketing Strategies for your Tours

Other local businesses reach out and cross-promote to sell more tours to ideal customers.

facebook ads marketing

Here are more other ways to advertise your travel services:

  • Social Media Marketing (Instagram, Facebook, and Twitter)
  • Facebook Ads Campaign
  • Email Marketing
  • YouTube Presence
  • Organic Growth Hacking through SEO and Link Building on own website

TIP: Maximize digital marketing and ad spend by combining Google Ads retargeting with Facebook Ads & LinkedIn Ads.

Retargeting or remarketing reaches out to your past visitors who did not succeed as conversions. It uses simple tracking codes or tracking cookies to follow a user on the web to retarget them with your ads. This way, your brand stays in your past visitor's minds.

Read our Blog: SEO for Tour Operators: 4 Tactics to Generate More Leads

Wrapping Up

It can be tempting to dive headfirst into Google Ads when you want quick results for your tour business, and we don’t blame you. But before you start spending money on ads, it’s important to understand how to run a campaign that will be effective.

And once you do have a campaign up and running, make sure to keep an eye on the data so you can tweak and optimize as needed.

There are plenty of other marketing channels out there beyond AdWords - like Facebook ads or social media marketing - that can be effective in driving traffic and sales for your tour business.

So what works best for you? Have you had success with any particular campaigns or strategies? We’d love to hear about it, let us know in the comments below!


Tour Operators are Growing More Direct Bookings Using TicketingHub!

TicketingHub offers an all-in-one solution for managing tours online, on-site, and via multiple sales channels. We help tour operators integrate with only the best third-party vendors in the tourism industry.

  • Lightweight and customizable booking widget
  • You own your data
  • 24/7 customer support
  • Fast integration & software adoption
  • Automation tools

Know how we can help you grow:

Read these before choosing a tour booking software:

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