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PPC in niche market
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?
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