PPC ads are a great way to attract highly motivated purchasers actively searching for your product or offering. People are searching for “things to do” now more than ever before. Using PPC ads can help get your brand seen at the top of the search page. It’s also easy to track spending, manage changes, and view ROI. Although PPC may not be for everyone, it’s still an option to consider when formulating your marketing strategy.

Long-tail keywords are a phrase or group of keywords that are very specific and descriptive to what you are trying to sell. Using long-tail keywords work best for getting highly qualified traffic who are searching for exactly what you offer. They may also cost less to bid on. To give an example, if you are a fishing charter company you could bid on the keyword “fishing charter” or you could bid on a long-tail keyword like “full day salmon fishing charter.”

Google recommends running at least three unique ads per ad group (one or more ads that share similar targets.) Each ad should also have between 10-20 keywords associated with it.

If you have no idea where to start with your audience, we recommend taking a look at your Google Analytics if it’s set up. This should give you a good place to start by providing information like where your customers are booking from, what time of day, what device they are using and more. Tailor your ads and audience to reflect this information and test when you can.