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say I’m running an airport transportation service and my keywords are along the line of “airport transportation”. Can I also target keywords like “hotels” or other venues that airport transportation users are usually interested in to get them to view my ads on airport transportation?
Many airport transportation service users are also people who are staying in hotels. So would it be an okay strategy for me to use “hotels” as a keyword to target airport transportation service users?
I would assume that quality score would not be great but I think using various keywords that might not be directly related to my business but would be keywords(topics) my audience would be interested in would be a good way to get more exposure.
Is there a term for this kind of strategy? What are your experiences with this strategy?
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1 Reply
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You can, meaning there’s nothing that stops you, but those are low intent keywords.
You’re on the right track, people who are looking for hotels in Orlando, might also need transportation once they land.
But it’s not the main thing they searched for so it’s not going to work as magically as you have thought out.
Every business needs multiple marketing sources.
Google ads – bid on transportation services and closely related things (taxi, shuttle, car service, Uber, Lyft) Your example is a loosely related search.
Referral partners – drum up relationships with hotels as a value add to their guests you can pitch them to for a discount
Social media ads – anyone in the area you seduce, sees your ads, pixel/capi finds the ones most likely to convert.
Etc.
You’re thinking the right way, you’re looking at adjacent industries that your prospect would be interested in.
This is the type of creative thinking a good marketer does so good job on that part.
It’s just not going to convert at a profitable rate (most likely, but you’re free to try)
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Can you target “hotel”? Yes.
Should you do it? No. It’s too broad. You can use instead “hotel to XYZ airport shuttle” and similar terms.
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What you call your business and what potential customers search for may differ. Ask your customers what they googled when researching before they decided to choose you- that’s a goldmine right there.
Gut feel is that there’s alot of (place) to (accomodation name or suburb) keywords involved and related terms like “shuttle bus”.
Keyword planner and Google autocomplete are great for keyword research.
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You can, but I wouldn’t. Too vague. What value does a “view” have? An impression doesn’t mean they read your ad and you’ll like have a terrible quality score and have to pay through the nose for any traffic. Hotels is a very competitive space dominated by the huge aggregators.
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