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    PPC in niche market

    Posted by rtguk on March 2, 2023 at 8:00 am

    I run a small, niche walking multi day tour business along one specific route. It is a seasonal business with the trail open from end of March to end of October and we have seen bookings come in from January normally.

    This year it’s been very slow and our website bounce rate has been higher – nothing has changed at all. This has led to far fewer enquiries. Margins are pretty healthy so don’t need a huge number of bookings but I feel we are under performing.

    We have experimented with different layouts, added a free guide download and nothing is improving.
    The keywords have been drilled down but the nature of the trail is something users may search for other uses too. I had restricted by exact phrase but that saw a huge drop off in traffic – last year we were on phrase and business was good.

    My only last option is to open back up to domestic visitors but this market is proven to book their own trip, however, they were included last year.

    Is there anything obvious I’m missing?

    rtguk replied 2 years, 4 months ago 2 Members · 1 Reply
  • 1 Reply
  • TTFV

    Guest
    March 2, 2023 at 10:50 am

    At this point I would pay somebody to audit your campaigns. The devil is in the details when there’s a general downtown in performance. It could be keywords, creative, failure to update with Google’s latest features, bidding strategy, less demand this year (very likely), more competition, or many other things.

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