POEHALI S NAMI

The core idea was to show ads only to those entering specific queries: “buy a tour,” “Turkey vacation prices,” “last-minute Egypt deals.” The advertising was segmented by destination (countries) and vacation types (family, beach, sightseeing) to offer each user exactly what they were looking for.

“Vacation” Query Selection

• Collected popular names of resorts, hotels, and phrases used by people just before purchasing a tour.

• Grouped queries: by country (Greece, Bulgaria, Turkey) and by intent (e.g., separating “last-minute tours” from “early booking”).

Ad Campaign Setup

• Created a logical structure: if a user searches for Egypt, they see an ad specifically for Egypt, rather than generic phrases about the whole world.

• Configured targeting for the regions of Ukraine where the agency’s services are most in demand.

Development of Engaging Ads

• Wrote clear ad copies emphasizing key benefits: “Tour selection in 15 minutes,” “Direct flights,” “24/7 documentation assistance.”

• Included up-to-date prices and incentives to encourage users to click on the ad.

Adding Ad “Features”

• Configured extensions: click-to-call buttons, links to review pages, and promotional offers. This made the ads more visible and prominent.

Waste Prevention (Negative Keywords)

• Compiled a list of words that drain the budget without results: “tourism essay,” “independently,” “jobs in tourism,” “weather.” Now, the ads focus solely on sales.

Analytics and Control

• Trained Google to recognize when a user submits an inquiry or clicks the “Request a Call” button. Now, the exact cost per potential tourist is known.