What are the promotion methods of travel agencies?

At present, there are many industries that promote powder addition in the market, some do search and some do information flow. Among these industries, tourism is a common powder adding industry. How to put it in the search of adding powder to tourism? What details should be paid attention to in the delivery process? Bian Xiao shares his personal experience and communicates with you. For reference only, the shortcomings are also welcome to correct.

1, account establishment and regional shielding

Compared with other industries, the account construction of tourism search promotion will be more complicated, because the route will be affected by many factors, such as weather, policies, the location of scenic spots and so on. Therefore, account construction is a key link.

Establishing a clear account structure is very beneficial to the later optimization. Because tourism is aimed at the whole country, there is no need to invest only in a certain area. Of course, if it's not too much trouble, I can still run by region. Generally, except for the areas where I invest, I will block the first-and second-tier cities, because the bad spots in the tourism industry are more serious and cause a lot of waste. Moreover, in first-and second-tier cities, many account holders have a lot of advertising powder.

Supplement on shielding the area I voted for: For example, if I voted for Guilin, I would shield Guangxi, because locals rarely choose the route recommended by our customer service, and most of them go by themselves. And if I push Guilin without shielding Guangxi, 50% of the consumption that day will be in Guangxi. So we can block this area.

2. Avoid over-marketing.

The tourism promotion industry is now mostly powder-adding mode, and the market competition is also great. In the market competition, how do tens of thousands of travel companies across the country let customers add our customer service WeChat?

This depends on several aspects, one is the presentation of your account, the other is creativity, and the third is very important-landing page. Not to mention presentation, this is the first link of the funnel model, and presentation is mainly related to bidding matching. Focus on creativity and landing pages.

Creativity, as many pictures as possible, advanced style and flash photography can be used. This can increase the number of clicks, and the creative title suggests that the copy should not be too long, and short words and sentences can be combined. Then punctuate and break sentences before and after wildcards, so as not to make the title or description look like long sentences.

The landing page must be a combination of graphics and text, or add dynamic pictures and small videos. If you are all words, customers will not have so much patience to read; Second, don't have too much microscopic information on the page. If your page shows too many customer service names and WeChat, it will leave a bad impression on customers, and the marketing nature is too serious.

A good way is to put some pictures of beautiful women with local attractions, and then insert a customer service name and phone number in the middle. Pictures are as attractive as photos of local routes and scenic spots, and people taking pictures together make people feel pleasing to the eye and have a thrilling feeling. Then they saw the customer service phone number and came to consult.

3. Page comments

Everyone in the promotion industry knows that Baidu's information flow review is relatively strict, so under normal circumstances, when it needs to be reviewed, a page will be put for exclusive review. When it is approved, it will be replaced with the pink page we usually need. Under normal circumstances, it will not be too strict. Many novices don't know how to pass the audit. This can be used for reference.

In terms of information flow bidding, each new idea is 0.5 more than the old one-0.8 yuan. Pictures, big pictures are expensive, small pictures and group pictures will be cheaper, and the conversion of three pictures will be slightly higher.

Step 4 clear off-peak season

The difference between off-season and peak season in tourism industry is particularly obvious. During the peak season, you can add hundreds of people a day, and the cost is considerable. In the off-season, you can add dozens of people a day, and the cost is quite high. In view of this big difference, we can adopt different strategies, do a good job in channel allocation in peak season and optimize costs. Do a good job in the off-season channel optimization, strive to increase, improvise and not stick to one pattern. You can also do some soft writing or self-media marketing in the off-season. It can also play a certain role.

5, adding powder time

Generally, the quality of 1-5 am powder addition is not as good as that at other times. Therefore, it is not recommended to add powder in the morning if it can be added. The customer service said that the transaction rate of adding powder from 8 am to 8 pm 10 would be better. Of course it has something to do with the company and the line. The time can be adjusted according to the actual situation.

6.ocpc and industry fixed investment

According to practical experience, the effect of adding powder in the industry is very good. Website, it is suggested to expand once every half month, and then you should always deny it. The bidding price can be slightly lower than the keyword. The effect of Ocpc is also good. Using this product well can greatly increase the quantity and control the cost. When making ocpc with tourism powder, we must do a good job of tracking and transformation. Usually, the trace transformation is to select code monitoring. There are many contents about adding ocpc powder. Due to the limited space, I will summarize the experience of putting it in later.

7, adding powder system

For the powder adding industry, the powder adding system is also very important. Whether it is the system developed by the company itself or the system purchased, as long as you do a good job of monitoring, you can control the effect of the account.

There are many systems to promote powder addition in the market, and the functions can basically monitor the addition behavior. This monitoring is very useful for us to do keyword conversion well. We add a tracking code to each keyword in the account, then use vlookup to search according to the adding data of the adding system, and then make a keyword adding table (conversion table), so that the price of keywords can be adjusted reasonably. The practice of keyword conversion table is the same as other industries, except that consultation has become addition.

8. Channel differences and precautions for opening an account

Personally, although Baidu is unstable, it has the largest number and convenient account adjustment. 360 search volume is large, but there are many advertisements and poor matching. When it is good, the effect is very good, and when it is bad, the effect is ugly. The quantity of sogou is small, but the quality is good. The amount of god horse is small and the cost is high. In many cases, it mainly depends on the degree of competition of channel lines. If you want to expand the volume, you can optimize it through two Baidu households. One household pushes keywords+industry fixed investment, using cpc. Another household can use ocpc to complement each other.

In addition, in account opening, if you are a non-enterprise, try to find some old customers in this industry. Now non-enterprise accounts are not very stable, so novices should pay attention.

At present, the quality of big search with tourism powder is still relatively good. The above may be just some methodology, but as long as these details are really used, I believe the account effect will not be too bad.

In the promotion, we should not only be familiar with the line environment, but also analyze the consumption psychology of tourists, so that the quality of powder will be better if it is standardized. As far as Baidu Dasou is concerned, keywords+industry fixed investment +ocpc is a good combination. Interested friends can also try.