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You will have experienced this. You’ve searched for something on Google and clicked through the first few results. For the next few days, even weeks, you’re seeing ads and promotions for that product or something similar—why is that? You’ve come into contact with Google’s vast advertising network and there’s little chance of escape! You’ll see related ads on websites across the net, on your social media and even on games on your mobile phone. While this may seem supernatural to the majority of us, it is actually a very useful tool for tour operators looking to expand their reach. This article will help you utilise these ads to launch your tour business into the deep, boundless world of online advertising.

The benefits of paid ads are invaluable as they are picked up by your everyday Google searcher. Practically everyone, from all walks of life, has been targeted by paid ads at some point in their life. Search engine marketing firm Clutch(opens in a new tab) hosted a survey of people who recently clicked on paid Google Ads. They found that 75% say paid search ads make it easier to find the information they are searching for. One-third of people click on a paid search ad because it directly answers their search query. And more than 77% are confident they can recognise paid search advertisements.

So let’s start with the basics. What is Google My Business and Google AdWords and how can they help your tour business?

Google My Business(opens in a new tab) (formerly Google Places) is a free product that lets you create and manage business listings in Google, so that people can see your business when doing a local search. It allows your information to be shown on Google searches, maps etc.

Google Ads(opens in a new tab) is a paid advertising platform where you, the advertiser, pays per click. The better your advert, the more clicks you’ll receive which increases your overall chances of generating new leads. Advertisers can also bid on certain keywords to have their clickable ads appear in relevant Google search results. You can also choose how much you spend per month, per day, and per ad—no limit.

My business and Adwords compliment each other brilliantly. The ‘my business’ element can manage all of your business information and locations to fall under one AdWords campaign. With a linked Google My Business and Adwords page – your tour business information will automatically appear on the ad to a searcher, based on keyword targeting and location. In short, link both of your Google My Business and Google Adwords and you’ll be well on your way to a successful ad campaign!

So why should your tour business be using Google AdWords and how can it benefit you? Small businesses flock to add their company onto the advertising platform for three main reasons.

  1. Advertise to incredibly specific audiences. An unrivalled opportunity to customise your ads to match the needs and wants of your exact clientele.
  2. Impeccable timing. These ads will only appear when a specific person searches for your specific tour, product or service and triggers the keywords you chose! An excellent opportunity to connect to your customer at the exact time they are looking to buy. Sell sell sell!
  3. Pay per click. As mentioned above, the system works around a PPC method. Google Ads gives you control over how you spend your money. There’s no minimum. And you can choose how much you spend per month, per day, and per ad. You’ll only pay when someone clicks your ad.

So as a tour company, how can you use this information to increase your tour sales? You’ve invested in a keyword marketing campaign and you should be prepared. You may increase clicks onto your site but you need to make sure your website is ready(opens in a new tab).

You need to provide relevant and useful content. Make sure the content on your website correlates directly to the link and information on your ad. You want to make sure your customer feels they are in the correct place. Keep your site simple and easy to navigate. Clearly have a book now button available and be sure to have all important information readily available and visible. You don’t want people having to scroll for the info they need—they may decide to leave your site! Watch the video below for more ideas.



These points are all very important and each piece contributes to the overall online selling process. If you’re interested in starting a new site or optimising your current one, take a look at our portfolio(opens in a new tab). We live and breathe by these rules to overall enhance the functionality and SEO(opens in a new tab) of our customers’ sites.

So to recap, according to Google, the adWord service helps companies “get in front of customers when they’re searching for businesses like yours on Google Search and Maps”. Google is there for when people are looking for what to do, where to go and your tour business should be there. Whether it’s on computer or mobile, Google Ads will help spread the word of your tours and turn searchers into customers. Google ads should be apart of your tour company’s paid advertising strategy.

Remember to regularly update and adapt the ad if it isn’t working at its full potential and use the tips mentioned above. Contact us if you’re interested in enhancing your website today!(opens in a new tab)

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