Our top 5 tourism marketing tip videos; 3 ways to measure your marketing

INSIGHTS

Beyond ROAS: Use Multiple Metrics To Understand Your ROI

Are you using only ROAS (Return On Ad Spend) to measure your advertising effectiveness? For a complete view of your ROI, you need to use more than just that one metric. Brian explains 3 important metrics, how to find each one, and the benefits and drawbacks of each.?

Watch the video?→

FEATURED

Tips and Tools

• Apple Maps launched a web version last week, positioning it to compete with Google for local search. This is something we’ll be keeping an eye on in the coming months, and we don’t expect a major shift away from Google for local search anytime soon. But in the meantime, if you haven’t claimed and updated your Apple Maps listing, that’s something you can do right now.
• Similar to Viator and Tripadvisor, Groupon is willing to exclude your brand name in its search advertising if you simply ask. It may take some time and persistence, but it could help recover some search traffic, especially if you’ve ever allowed Groupon to sell discounted tickets for your tour or activity (which we don't recommend).?
• You can now schedule Meta ads at the ad level, providing extra flexibility when you’re running time-sensitive ads such as offers. Previously, this could be done on an ad set, but not individual ads.?
• AI can conduct a basic competitive assessment for you. Provide links to competitors’ websites and Tripadvisor listings, and ask AI to answer questions such as which tour sounds best for families, strengths or weaknesses identified in customer reviews, overall customer sentiment (beyond just rating values), unique selling points that come across, etc. As is always true with AI, the quality of the prompts impacts the quality of the outputs, and spot-checking AI output is recommended.?
• Google won’t be eliminating 3rd party cookies after all, but users may get the option to opt out of them.?

TOURISM MARKETING QUICK TIPS

Top 5 Tourism Marketing Tips You Can't Miss

First, a big thank you to our dedicated newsletter readers who've been tuning in to our Tourism Marketing Tips series, expertly prepared by our team at Blend. We know your days are packed with running your business, so we've made these tips easy to digest, with each video lasting around 2 minutes. These bite-sized insights are perfect for those with tight schedules but big ambitions.

?In this month's newsletter, we've curated the Top 5 Tourism Marketing Tips that have resonated most with our audience so far (and there’s more to come!) Whether you're catching up or looking to revisit these popular tips, these will get you started!

Maximizing Revenue Using Search Impression Share in Google Ads. Watch the video?→

The Role of Your Tour Website vs Your Booking Engine. Watch the video?→

The Importance and Optimization of Google Ads Things To Do. Watch the video?→

How To Avoid Misinterpreting Year Over Year Data. Watch the video?→

Striking Distance Keyword Optimization Watch the video?→

DATA VISUALIZATION

Day/Time Heatmaps To Show When Your Site Is Busiest

When should you have staff available to answer questions, particularly if you encourage customers to contact you via chat or phone? A heatmap such as this one will show you when visitors are on your website. You could even filter this report by page so that you can see when people tend to be on pages targeting groups vs. individuals and families. This example shows that visitors are on the site on weekends more than on weekdays, and that many visitors are browsing until 8-9 pm.