From experience Keywords and terms that tourism businesses use within their PPC campaigns are often too generic or broad to really reach a precise audience.
You need to achieve a more targeted keyword approach that uncovers better keywords to use in your ads.
Long-tail keywords are full phrases rather than one or two words. For example, instead of “cheap flights,” you should use “cheap flights to Portugal”. Long-tail keywords tend to be more focused and more relevant to what your target customer is looking for.
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