Moreover as very often the keywords to be used are very targeted e.g. ‘holiday villa rental in nerja’ the conversion (lead/enquiry) rate can be very high and therefore cost per conversion low. Our typical overseas holiday provider clients see a conversion rate of 3%-10% and cost per conversions of £4-£12. Pay per click enables us to target specific locations and types of holidays based on your changing requirements. For example in November we could spend 50% of budget on targeting Southern Spain holidays and 50% on Diving holidays and in June 30% Southern Spain 30% diving 40% Northern Spain. Similarly we could help promote last minute deals if you have surplus inventory or packages you are looking to sell urgently. Also a pay per click campaign can be turned on or off, up or down to reflect seasonality.  

Other key benefits to the holiday/travel industry: ·         Can target any country ·         Vast exposure on all biggest search engines plus content sites ·         Detailed analytics help us (and you) learn about search trends ·         Helps build database for other marketing efforts (mailshots etc)  

The most important Google advertising consideration to work on is the most influential variable affecting conversion (enquiry/sale) i.e. the web site. We know from working with other accommodation and holiday providers that online bookings are much less likely than sales via web based enquiries generated by a simple enquiry form and/or a holiday quote form therefore the site needs to be geared to make it easy and likely for those enquiries to happen.  Also if a strong call to action can be made applicable e.g. fill in your details for free Spain holiday guide (this can be an automated PDF or similar to keep costs down) it is a great way of capturing more potential buyers. 

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