Bus transportation is a competitive business. Bypass the superniks for help advertising on the Internet , in particular, contextual advertising. Warning: if it is not set up correctly, there will be huge losses. Ads will go to double the profit they bring.
Contextual advertising of bus carriers on the Internet works better with retargeting. The reason is that people often compare the offers of different representatives of services in this area.
"Unlike retargeting, bid automation isn't always effective. It increases costs."
We increase the rating of bus carriers. How do user queries and the semantic core work?
What is most often of interest to potential customers of bus transportation?
- Traffic schedule.
- Ticket price.
- Route.
- Time on the road.
Dispatchers are often asked questions about the level of comfort and condition of buses, the ability to send parcels and luggage. Passengers who take children with them are interested in discounts on children's tickets.
The site leading to the bus carrier's announcements should answer the main questions:
- from where they drive and where;
- how much to pay;
- how to book tickets
All this information must be placed on the first page of the bus passenger transportation website. Then people will buy a ticket faster.
The working semantic core of bus carriers' advertising is made taking into account the geography of the routes. If you only drive around the country, the site is monolingual, you can collect all requests together and promote a single platform, a landing page.
What to do when bus transportation business in different countries of the world?
- Announcements are given in several languages at once.
- Requests are filtered by direction. For example, when promoting the route "Warsaw - Berlin" it is important to add the direction "Berlin - Warsaw" to the pool of minus words. In any case, the keys should be tested.
Requests are divided into logical groups. For example, by directions. Then decisions will be made faster than by individual keywords.
Why the priority in contextual advertising of bus carriers is mobile traffic
Individual cases of bus transportation promotion show that up to 80% of requests come from mobile gadgets. Therefore, the site and announcements must necessarily be adapted to them.
It is good if on the main page of the carrier's website:
- call on click;
- communication using messengers, order forms.
Ads must include a phone number. In some cases (for local transportation within the region or region), you can use call-only campaigns. If the carrier does not have a website, the client immediately calls the dispatcher.
What types of contextual advertising on the Internet can be used to promote bus transportation
Tests have shown that search advertising, retargeting, and advertising networks work well with the correct settings. Most advertising campaigns are launched in the search engine. For each group, you need to prepare several ads and test their effectiveness.
In practice, it becomes clear: sometimes the effectiveness of two similar texts from the point of view of conversion differs by 3-4 times. Therefore, it makes sense to quickly remove all publications that do not give the desired result, and look for the reason why they work effectively.
"Advertisements with current ticket prices should be published in advertising networks. They are most often seen when comparing several carriers. The question of money can become a critical factor during elections. During testing, you should set a budget twice as low as for search ads."
Retargeting has 2 goals:
- Sell bus tickets to those who have already seen the ad but have not bought it.
- Track how often a person uses transportation services in a specific direction. Taking into account the schedule, it is necessary to offer appropriate ads.
It will take much more time to collect statistics. The reason is that the same people travel between cities and countries not every day. It is necessary to understand: at a short distance, the effect may be insignificant.
Site quality of bus transportation and rate management
Page quality is important for Google Ads. It is taken into account to form the cost of a click. Therefore, you need to choose those ads for the search context that lead to pages with a quality higher than 6 points.
What you need to do right at the start:
- manage bids manually where possible;
- test the effectiveness of automation.
In some cases, automation doubles your conversion costs. Therefore, you should not immediately give a large budget to the works.
Seasonality and events in bus carrier ad settings
Some bus routes, especially between countries, have demand only at certain times of the year. You need to remember this when setting up. If necessary, it is important to raise costs for the peak period of demand.
It is necessary to take into account events capable of attracting new one-time customers in specific directions. And here the key to promotion is the destination. A place where an event that is interesting to people will take place.
"Attention: you need to be careful. Geographic coverage (the number of territories where the ad will be shown) should not hit the budget too hard."
There are events that lead to the outflow of the population. For example, the outbreak of the coronavirus, natural disasters, protests. Then the announcements in this direction are reduced. Emphasis is placed on departure.
High-quality contextual promotion of bus carriers can differ from low-quality by 400% or more for a similar budget. If everything is done poorly, advertising will bring losses, not profits. With competent settings, constant monitoring and updating, the result will be a multiple increase in conversion.
Also read:
