Remarketing Lists for Search Ads (RLSAs) are one of the most effective tools available in travel PPC – and one of the most underused. The reason they work so well in this sector is directly related to how travellers research and book. Someone who visited your Patagonia trekking page three weeks ago and is back...

One of the questions we get most often from tour operators running paid search is why they’re seeing reasonable click volumes but weak conversion rates – especially from blog and destination content pages. In almost every case, the answer is the same: the PPC and content strategies have been built in parallel, by different people,...

How can you avoid these common PPC mistakes in your campaigns? Google Ads is one of the most effective channels for tour operators to generate enquiries and bookings – but it’s also one where basic mistakes can drain budget quickly without producing results. These four mistakes come up consistently when we audit new accounts, and...

If you haven’t already – now would be a great time to optimise your PPC campaigns for voice search. It’s not exactly new anymore, but voice search has become much more popular over the past few years – which makes sense because it is a faster way for users to search. Users can search verbally...

Click-through rate is one of the foundational metrics in Google Ads – it tells you what proportion of people who saw your ad chose to click on it. For tour operators, understanding CTR properly matters because a high number alone doesn’t tell the whole story: the quality of the traffic behind those clicks, and whether...

Previously known as DoubleClick Search, Search Ads 360 (SA360) is Google’s search management platform – designed to make it easier for businesses to manage their PPC campaigns across multiple media channels, ad accounts and search engines. There are a variety of benefits you’ll notice when using Search Ads 360. When used effectively it will improve...

Amazon PPC advertising has become a powerful marketing tool for many businesses. If you want to drive more sales for your product – you can run ads to appear at the top of Amazon search results and reach out to your target customer when they search. Having your ad displayed on page one is just...

Google Ads has expanded its native toolset significantly over the past few years – and for tour operators managing complex, multi-destination campaigns with seasonal budget cycles, knowing which tools to use and when can save considerable time and improve account performance. Here are the Google Ads features we find most useful in travel accounts. Ad...

For years, travel marketers relied heavily on third-party data – audience segments built by Google, Facebook, and data brokers – to target potential customers. That era is ending. Third-party cookies are being phased out, privacy regulations are tightening globally, and platforms are restricting the data they share with advertisers. Tour operators who’ve been building their...

Google’s automation capabilities have never been more powerful. Smart Bidding adjusts bids in milliseconds, Performance Max deploys ads across every Google channel simultaneously, and AI-generated assets are increasingly sophisticated. Yet the tour operators achieving the best results from Google Ads aren’t the ones who’ve handed campaigns over to automation entirely – they’re the ones who...