5 tips to capitalise on the paid search increase for ‘Staycation UK’
Our earlier blog post, ‘The dramatic rise of UK staycations in 2020‘ identified that traffic from paid search is increasing, standing at 6,859,544 in August, up from 317,718 in April of this year.
So how can you capitalise on this trend? We’ve spoken with our Paid Media Manager, Rich, to discuss exactly what businesses should consider whilst reviewing their paid strategy to capture the traffic and improve conversion rates.
1. Keyword research considerations
With any keyword strategy, it’s always advisable to keep on top of your keyword research especially with frequent changes to rules, regulations, and your audience search habits.
To make the best impact with the ‘’staycations UK’’ keyword, the term needs to be backed up with good quality landing page content. It’s critical that the inclusion of such a term falls in line with your own offering, if it doesn’t it this inclusion won’t make for effective use of your time or your budget.
Alternatively, if time is limited why not consider broad match modified keywords? They can be a good option to capture longer search query variants without having to spend hours and hours adding individual exact match keywords. Or why not try DSA campaigns…
2. Consider dynamic search ads
DSA campaigns move beyond the ‘strict’ keyword targeting of standard search campaigns and use a wider range of signals to match your ads with searchers.
You don’t tell the system which specific keyword you want to show up for, which allows it the room to capture a wider range of (but still relevant) searches. DSA can be great for capturing traffic that you might miss in your more traditional search campaigns.
3. Be there
As simple as this sounds, you won’t capitalise on increasing search interest if you’re not actively targeting search keywords.
If you’re working with smaller budgets, don’t cover too much with too little. Spreading your budget too thinly will negatively impact performance. Instead, take some time to analyse past and present activity to find out what has worked best for you historically (audience segments, geographic areas, keyword groups, CTA’s).
If you have a limited budget then make sure you focus it on the best performing traffic to give yourself the best opportunity to drive a strong ROI, whether it’s staycations focussed or not. At times, a new trend in user searches may seem like a good move in your strategy, but you will always need to consider your bottom line.
4. Choose the right bidding strategies
Chances are that if you’re managing or investing in Google Ads campaigns, you will already be well acquainted with automated bidding strategies. If not now is a good time to read up on them. Make sure that you are using the right bidding strategy based on your goals so that your campaigns are easier to scale and you’re not limiting or otherwise harming performance.
Try not to make any significant changes during peak times, as this can impact the effectiveness of the bidding models, and make sure your campaigns are well set up and that all the peripheral features are being used to give the bidding models the best chance of performing well (audience targeting, RSAs, ad extensions etc).
If you’re using a target CPA or target ROAS bidding model, consider bringing down the target in order to give the bidding model the freedom to stretch its legs a little and capture more traffic.
5. Be upfront & forthcoming with booking policies
As we face continued uncertainty and changing restrictions on the social movement it’s important to show empathy and understanding for this. Using ad extensions such as site links to highlight cancelations policies and build trust with users before they even click through to your website. This can be a great way to put your best foot forward and make sure potential customers are reassured and feel confident buying from you.