Managing Travel Call Campaigns for ROI

Managing Travel Call PPC Campaigns

Efficient management of pay per call PPC travel requires techniques peculiar to it rather than traditional clicking optimization. Successful ad campaigns for destinations have ad groups structured by booking funnel stage, eg informational inquiries such as: “best time to visit Bali” from transactional inquiries such as: “Maldives overwater villa deals”. Also, the call only should emphasize the exclusive phone benefits such as “Speak directly to our Italy specialists” other than general call to actions. The cruise lines introduced ship class bids that enable different optimization for luxury, premium, and contemporary cruise inquiries. Some of the best managers use a dayparting strategy whereby the destination time zones sync with the best bidding hours when target markets are most active but cut back on low conversion hours. Call extensions should always indicate the most relevant numbers based on the user’s location and search context to maximize answer rates.

Converting Clicks into Quality Calls

How To Maximize Travel Calls? By utilizing high level PPC techniques such as dynamic keyword insertion in call only ads! For example, “Call now about [Keyword: Maldives packages]” gives users 22% better performance versus generic prompts. It is critical to maintain the feel of landing page continuity users reach the designated page after responding to an “Ad: Safari expert standing by” prompt and expect immediate fulfillment of that promise. Multi touch attribution modeling gives proper credit to travels that interacted with several different ads prior to calling. The best managers create negative keyword lists that filter out the DIY travel researcher likely not to call while expanding match types for high performing commercial terms. Separate accounts for international campaigns by language and region with proper call center hours noted in the extensions. Periodically listen to the call recordings to uncover what ads produced conversations that converted, then optimize keywords accordingly.

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