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New to PPC and have to run a google and Facebook ads campaign for a leisure safari company.
Joined recently as a Digital Marketing Associate, but I have some areas I lack confidence and I am trying to learn more e.g. PPC campaigns. For this task, I was asked to run Google and Social Media ads (IG and FB), to promote a safari package with 15% discount to guests that book directly. Now, we don’t have a booking engine on the website, but we have an inquiry form which is sent to reservations to help complete the booking.
As I do my research, how do you know which type of ads work best (search, display etc)? Also what are the metrics that i should be measuring to ensure that there is ROI? I am working with a budget of $1000 for a month is this sufficient?
Any pointers to help me grasp the concept of PPC will be highly appreciated. Also what can I do to improve in this area generally?
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1 Reply
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Do you not have, like, someone who actually train you? Did they hire a junior without a senior?
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Google has a good support doc page on [audience targeting](https://support.google.com/google-ads/answer/2497941?hl=en). The first quesion will be are your audiences of people who booked going to be big enough to run remarketing ads? If not, then there is nothing you can do. If the audiences are big enough. Start with search ads and see how it goes.
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I used to run google ads for independent travel companies who offered safari packages. 1k probably isn’t going to cut it especially if you’re doing social ads too from the 1k budget. The cpc can be high in google. this was over 3 years ago, I know Covid may have changed the market and also I don’t work in that sector anymore. But we’d have budgets of around 3-5k for smaller clients and up to 20 for medium sized.
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This is above your pay grade tbh. You need to tell someone they need to find someone who knows how to do this, or you will do it and waste your clients $ and get fired. Ask for help.
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Start learning, if u can set up the campaign correctly, your good. Start with putting 80% budget on search, and 20% on display. Google how to properly structure a campaign.
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