Your PPC competitors are those that are bidding for the same keywords as you. (Be aware that they may not be the same competitors you have offline!). A PPC competitor analysis will help you make…

Perfecting your Google Ads strategy is an important part of maximizing your exposure and bookings.  In typical Google fashion, the algorithm for Ads changes over time, which will affect how you should go about your…

In the past few years, Google has been putting more emphasis on machine learning for PPC ads, with tools like Smart Bidding that rely on the algorithm to optimize ad strategy. In 2020, Google made…

Creating a winning PPC strategy takes a lot of planning and data to ensure you’re targeting the right audiences with impactful messaging. While narrowing down your target audience can seem daunting at first, you can…

If you have experience with pay-per-click (PPC) ads, you’ve undoubtedly heard the term Quality Score. Understanding what elements affect your Quality Score is a crucial component of PPC marketing as these elements impact the cost…

You might already be familiar with creating ads on social media, but boosting your social media posts is a simpler paid tactic to get your content in front of more people. You don’t even have…

Once you’ve developed a winning PPC strategy, you might be wondering how to take your ads to the next level. It’s likely the majority of your clicks happen during peak times specific to your audience,…

In recent years, Google has implemented a variety of policies and features that aim to improve consumer safety on the SERP. This includes features like “About this result” — which creates greater transparency around ranking…

If you do any tracking on your website or social media profiles (using tools like Google Analytics and Facebook Pixel), you’re probably familiar with tags. These snippets of code help you collect data by specifying…

Your SEO (Search Engine Optimization) and SEM (Search Engine Marketing) strategy should not be reactive — for example, you don’t want to wait until your ads perform poorly before adjusting them. Enter: SEO forecasting. SEO…

Google Ads relies more and more on machine learning to optimize ad bids and help advertisers meet their goals. While some marketers prefer to have more control over their data and bidding strategy, the truth…

In previous Compass guides, we’ve talked a lot about the importance of reviews when it comes to boosting your reputation, improving your local SEO, and more. But did you know that the reviews your business…

The underlying goal for every operator in the tour, activity, and attractions industry is simple: transform enjoyable experiences into positive memories. Our industry is equal parts adventurous and personal, so why should our digital marketing…

On its own, Google Ads is an excellent platform to manage your paid advertising campaigns and gain visibility in the SERPs. When paired with Google Analytics you gain new insight into how searchers interact with…

If you are paying for Facebook Ads, you should be using a Facebook Pixel. Understanding how Facebook Pixels work (and how they relate to your FareHarbor dashboard) can be confusing, but we are here to…

One of the most important steps in the lifecycle of any marketing campaign is the act of measuring your performance – you want to make sure that the efforts you are taking, and the money…

Once you’ve set up your Facebook Pixel it’s time to put it to work! As a FareHarbor client, it is likely that you will want to use the Facebook Pixel to sell more availabilities on your…

Determining your marketing objectives is a delicate balance. The dollar signs add up and it can be challenging to decide where to spend your resources to have the most impact. When putting together your marketing…

With the air of uncertainty that has followed these past few weeks and months, it can be challenging for many tour operators and business owners to decide what to do next with their business. Admittedly,…

Digital marketing is driven by data. Which image will increase an email’s click-through rate? Which subject line will get more people to open an email? These are the types of questions marketers ask themselves to…

Pay-per-click (PPC) advertising is a quick way to generate traffic to your website, in addition to other tactics like search engine optimization. Through PPC, it’s easy to target an audience with advertisements across several platforms,…

When you purchase a product or booking a service online, where do you typically start? Chances are, you start with a search. Today, 93% of online experiences begin with a search engine (imForza). This is…

What is digital marketing? With the number of internet users constantly increasing, it has become even more important for small businesses to reach their target audience online. That’s where digital marketing – any marketing efforts…