Search promotion strategy for the tourism industry!

1. Industry Overview

In the past, travel was a symbol of class consumption. Nowadays, tourism has become popular among ordinary people, and people often use tourism to relieve work pressure and improve their living standards. With the development of the times, people's demand for tourism has changed. Leisure, vacation, and relaxing service tourism have replaced the "cursory" check-in type of tourism, and the tourism industry is also facing upgrading and reorganization.

In the period when the Internet was not well developed, tourism service agencies mainly relied on resources in local and surrounding areas and had few means of promotion. They mainly generated transactions through the distribution of flyers and the transmission of information between people. The conversion rate was low, and there were population gaps, so a large number of potential people could not be covered. However, as the Internet develops more and more rapidly, users are gradually beginning to use search platforms to solve problems and find answers. This is highly efficient and allows them to obtain all information without leaving their homes. The tourism service industry has also followed the trend of the times, conducting search promotions , and creating personalized websites. The marketing model is gradually going global, allowing companies and products to have international influence and strategic development.

So, faced with the complex changes in the market and the diversity of tourism consumption demands, how can companies use search promotion to win the hearts of users and achieve promotion effects to promote conversions?

2. How should the tourism service industry promote its products ?

1. Reasonable account construction

Promotional accounts in the tourism industry are more complicated and require more considerations because there are many factors involved:

(1) For example, when building a plan, you can set up a separate promotion plan based on time, weather, season, peak and off-peak season, policy, etc.

(2) The choice of delivery area and time period is also important. The tourism industry is generally targeted nationwide, or it can be targeted only to users in a target area. This is only for a specific route or people in a certain area. Regarding the selection of time periods, you can conduct a small test in the early stage of delivery. First, choose to deliver the campaign during the entire time period. After a period of delivery, conduct data analysis to determine which time periods have the highest click and conversion rates. Then, focus on delivering the campaign during these time periods.

(3) For the selection of keywords, select keywords suitable for the tourism service industry, and optimize the keywords by combining the real-time information related to the company's own business and tourism. When people's search terms are closely related to the keywords in the promotion plan, the customer's promotion information can be displayed to netizens.

(4) Creative writing must be eye-catching and attract attention, highlighting the characteristics and advantages of the tourism project. Make the creative sentences as smooth as possible, and use wildcards, exclamatory sentences, interrogative sentences, and call-to-action words reasonably to attract the attention and clicks of potential customers.

(5) Don’t forget to set advanced styles. Many novice customers in the tourism industry only set keywords and creatives for simple display. Little do they know that such monotonous advertisements will lose many potential customers. The visual impact of the tourism industry is very important. When photos of tourist attractions and popular check-in spots are added to attract customers' attention, the number of clicks will also increase.

2. Make good use of shielding to avoid malicious clicks and invalid consumption

Malicious clicks exist in any industry, and the tourism industry has a relatively higher rate of malicious clicks. In the early stages, we can conduct tests on first- and second-tier cities and third- and fourth-tier cities to analyze the proportion of malicious clicks and IP addresses, and determine the click addresses to be blocked. Generally speaking, local areas need to be blocked. If you want to promote Yantai tourism routes, you should block the Yantai area. Since the target customers are not in the local area, it will cause some invalid clicks and lead to invalid consumption.

3. Grasp the delivery time and bidding budget

(1) Grasp the timing of delivery

The tourism industry is an industry with very obvious peak and off-seasons. For an industry like this, we can formulate different countermeasures according to different time points.

During the peak season: user demand is strong and urgent, and the time required for selection and overall decision-making is short. We can vigorously promote preferential promotions and focus on promoting tourist routes.

During the off-season: we focus on brand exposure, enhancing customers' favorable impression of the brand, and creating incremental sales.

(2) Optimize bidding

We can bid slightly higher for newer, higher-quality creatives, and keep bids the same for older, lower-quality creatives or lower bids while ensuring exposure, to better gain traffic exposure.

If we fail to do the above points well, what problems will it cause to our promotion?

The tourism service industry generally has two problems: poor advertising exposure and high lead costs.

1. The exposure of the advertisement is too low

With such great competition in the tourism service industry, if the account structure or keyword selection is unreasonable, the ranking after display may be unsatisfactory, and it is more likely that there will be no opportunity to display. Poor advertising exposure is a major problem often faced by the tourism service industry.

2. The cost of obtaining leads is too high

The purpose of our promotion is to get customers to visit the website and leave a valid phone number, so that it is possible to form the final conversion. Therefore, when we evaluate the effectiveness of the promotion, the evaluation indicators are usually the number of leads or the inquiry cost; customers visited the website, but did not leave a phone number, or the inquiry cost was too high and exceeded expectations.

3. Solutions to search and promotion problems in the tourism service industry

So how do we solve the problems facing the tourism industry?

1. Poor advertising exposure

1) Check the structure of the account and analyze the account data of peers to ensure that there are no problems in the settings of promotion location, time period and budget; add brand words, franchise words, cost words, word-of-mouth words, competitor words and other words; ensure the search volume and popularity of keywords, adjust keywords to phrase matching, and make good bids to ensure that keywords have a good ranking.

2) After the account settings are adjusted reasonably, if the exposure has not reached the expectation, it is recommended to consider Worldwide brand advertising to help increase exposure. Because the promotion area of ​​this industry is basically nationwide, the tourism industry is very suitable for using brand advertising; because its word packages are bought out nationwide, and search by time period, the search result page is displayed in the first place, which is a very effective way to increase exposure!

2. The cost of acquiring leads is too high

1) Make sure the account’s landing page is highly relevant to the customer’s clicks. Write highly relevant creatives by grouping keywords according to their parts of speech. For example, for price words, use price advantages to attract customers with stronger intentions.

2) If you want to solve consulting problems, you have to find the problems on our website and optimize them. First, we need to reflect the main product content we promote in the center of the website, and secondly, demonstrate our qualifications and strength; set up stable and fast consulting tools, and add automatic pop-ups and replies. Such settings will increase the number of consultations. We can use Baidu Jimuyu and Sogou Sunflower to collect leads, control lead costs, and increase the number of leads.

4. Tourism service industry optimization case

The promotion account structure in the tourism industry is relatively sophisticated, and there are usually dedicated bidding personnel to operate the accounts. Here, we would like to share an excellent case in the tourism industry!

The client is a well-known tourism company in the province. The team is equipped with its own bidding specialist. Some time ago, the client felt that the overall structure and conversion of the account were not good (few exposures and few leads), so the account structure was readjusted. The following are the specific measures taken during the adjustment process:

1. The account before the adjustment focused more on key plans. Although such promotion traffic is relatively accurate, it will miss a lot of traffic. Therefore, we added long-tail words and competitor words. After the adjustment, the display volume increased greatly!

2. The quality and search volume of previous creatives were too low. We deleted such creatives and rewrote creatives that can highly reflect our own business and discounts. We grouped and categorized them to reflect the professionalism of our tourism services.

3. In terms of advanced creativity, some pictures of popular attractions and beautiful scenic spots are added to attract users' clicks and increase the number of clicks. Because pure text is not enough to impress users, pictures can stimulate the eye more, especially in the tourism service industry. Without real pictures, it will appear boring. When we see pictures of scenic spots, scenes from our travels will emerge in our minds, and users' desire to learn more will become stronger. Therefore, high-end styles should be covered as much as possible, and they should be made exquisite and eye-catching.

4. In terms of clue collection, we have created a new mobile site for Sogou Sunflower to collect clues from mobile devices. There are many templates for various industries in Sunflower Website Builder, and they are simple and easy to use. Many customers have reported that Sunflower Mobile Website Builder is more efficient in collecting leads than the previous mobile website.

5. Because the customer felt that the exposure was not very good, we considered launching brand products to increase exposure, and brand awareness was also improved. After setting up the brand products, when we search for our own keywords, it will occupy a large advertising space and be displayed first, and it will be more eye-catching when combined with pictures and texts!

Comparison of data before and after adjustment:

The adjusted data has been significantly improved, the cost has been reduced, and the conversion rate has been greatly increased compared to before!