With the growing influence of AI in digital marketing, many property managers are curious about how this technology can help them improve their own advertising efforts. The truth is, AI
Category: Pay Per Click
PPC and SEO: 5 Ways to Get Them Working TogetherPosted on Categories Myrtle Beach Web Design, Pay Per Click, Search Engine Optimization
Whenever you hear about PPC and SEO, both tend to be separated into their own groups.
The Benefits of Using Video and YouTube Ads for a Vacation Rental Property.Posted on Categories Pay Per Click, Vacation Rental Marketing
Why Should You Market Your Vacation Rental Management Business with Videos?
The increase in travel video viewings has been attributed to the growing popularity of mobile devices for video consumption. As a result, it’s never been more important for you to include videos
GEO TARGETING IN THE COVID-19 ERAPosted on Categories Blogging, Pay Per Click, Search Engine Optimization, Vacation Rental Marketing
Are you managing your Adwords budget efficiently during COVID-19 travel?
In the world of Digital Marketing, every question has the same answer, “It depends”.No two clients are the same
Google Ads – Better Start Equals A Better Return on InvestmentPosted on Categories Pay Per Click
Google Ads can be a great source of revenue for your company as well as a better way to get your brand on top of the page. The downside of Google Ads is that if you do not approach it properly, you
The Absolute Best Digital Marketing Memes (and why they’re so funny!)Posted on Categories Analytics, Pay Per Click, Search Engine Optimization, Vacation Rental Marketing
You can call us “techy”, or maybe even “nerdy” or “geeky”, but any way you slice it, we have digital marketing inside jokes that really only make sense to us marketers.
How To Generate Direct BookingsPosted on Categories Pay Per Click, Search Engine Optimization, Vacation Rental Marketing, VRMA Community
Recently HomeAway has let their customers know that they will be changing the way that leads communicate with companies and owners that list their properties on HomeAway.
As one of the
Gaining Real Estate With Your AdWordsPosted on Categories Pay Per Click
Looking to boost your Google AdWords presence? It doesn’t always have to come down to boosting your ad spend. Ad extensions are a great tool that can help draw in the attention of a potential customer by taking up more ad space than your competitors.
Beware The Poor Landing Page – Tips & Tricks On More Conversions With Paid AdvertisingPosted on Categories Pay Per Click
I can’t tell you how many times I’ve heard it.
A client is not interested in pay per click ads as a potential advertising channel. They’ll say:
But I’ve tried it before — the return was awful.
Of course, most of the time, the ad account did a poor job with:
- Match types
- Keyword grouping
- Negative keywords
- Poor quality score and ad placement
Along with a host of other problems.
Staggering Pay Per Click Results: A Vacation Rental Case StudyPosted on Categories Pay Per Click
Here at ICND, we’re all about finding the path of least resistance for increasing profits. For some clients, that means that we’ll be working on content for their website, updating an old site with a fresh design or creating intelligent social media marketing campaigns.
It also means that we’re fans of well-spent paid advertising to produce a fantastic ROI. Today, I’m excited to share some pretty fantastic pay-per-click results we’re seeing with a client in the vacation rental industry.
Note: To protect our client’s privacy, we cannot share the location of the rentals.
This particular company has been running pay-per-click advertising for a few years, mostly with the intent of generating traffic to their website. With no revenue tracking in place, they weren’t sure what traffic was working the best. They came to us hoping for far better maximizing the spend on their AdWords dollars. The client had a basic understanding of how keyword bidding worked and an okay account structure, but was looking to maximize results.
Our first steps were analyzing the current AdWords setup with our comprehensive kickoff audit checklist. After this audit, we found a few glaring holes in the tracking and conversion departments. There was only goal-based tracking in place with no revenue tracking to truly nail down precise ROI on adspend. We fixed this immediately and began on improving the account structure, match types and ad copy through testing.
After adding conversion tracking we were able to find specific keywords that were generating fairly high click through rates and traffic, but no conversions. Sure, people were on the website and browsing around, but our ultimate goal is to get the best people who are likely to book with pay-per-click advertising. After dumping around 15-20 keywords that were sapping up a fair amount of adspend, we were better able to find keywords that convert into bookings. Finding these keywords has allowed us to spend time on keywords that convert and then breaking up those into separate ad groups for better quality scores. Given that in most of our accounts, we can only spend up to a certain fixed budget, dumping non-performing keywords can provide a huge lift to our ROI.
Our steps follow a similar pattern for most of our pay-per-click accounts in the vacation rental space.
- Setup & run conversion tracking for Adwords to see campaign, ad group, ad copy and keyword level conversion data.
- Create a really in depth negative keyword