Has anyone noticed the shine on Google Adwords to be lessening as a way to get relevant visits to your tourism web site?
I have.
When I look at the web stats for visitors who come through adwords vs all other traffic sources, including direct links and organic searches, it is obvious to me that those who click on adwords are much less likely to:
- take preferred calls to action
- stay as long on the site
- browse multiple pages
Concurrently, forays into marketing in the social networking sphere of Facebook are delivering optimal results. Although these display ads are not shown as a result of a direct search, the ability to accurately target by demographics and interest are producing web site results that we used to reliably get from Google Adwords.
As well, our current strategy of trying to woo subscribers – those who want our content, instead of focusing purely on sales is a long term strategy that is already paying dividends. An important metric of success we are currently tracking is:
- number of facebook fans
When we track this number each day/week, we are delighted to see it subtly climb upward concurrent with our social marketing campaigns.
Pssst, I've got a secret. Got a few dollars to spend to get new customers to your tourism web site? Consider spending them on Social Marketing.
