Interviews and insights to help tourism businesses become remarkable.

If I was marketing your tourism business and I had $10 a day, here is where I’d spend it, and exactly why.

Depending on your business and your industry, I’d do some small mix of this.

I’d spend $5 on Google ads and I’d spend $5 on Facebook/Instagram ads.

Here is why.

What you learn on each platform will be different.

Running Google ads is going to teach you a few important things.

More about what keywords you should be targeting in the content on your website.

What terminology people click on when they’re in search ads.

How to write short, sharp headings that get clicks (or don’t – and then you’re still learning).

What it costs to get someone to click and go through to your website and how many people you need to click on an ad to convert one of those to a sale.

You now know, if you have an advertising model that can scale your business.

Yes, even $5 per day may do this. If you’re in a more competitive industry, like insurance or law, and you’re bidding less than $5 per click you probably won’t even get your ad seen.

Running Facebook ads will teach you a few different things.

What images and copy people engage with (this is different to action-oriented Google Ads).

Why does this matter?

Because you can use the best images and the copy that works best, in other places. Like your brochures and website.

Facebook is a great place to run a few cheap test ads to get real data about what your audience likes.

You’ll also find out how much it will cost you to get in front of 1000 people.

Why does this matter? Because then you have a metric to compare other mediums against. If someone approaches you to spend money on an ad in their publication, you can compare the mediums against each other.

Let’s assume they quoted $250 for a quarter-page ad. Say they estimate 10,000 people read the magazine. That’s $25 per thousand people.

Disregarding the argument a marketer might make that there is no way you can tell how many people saw that ad compared to Facebook impressions (which assume they saw it –  *I’d argue similarly not accurate though*).

You can now compare the two.

Facebook’s CPM (cost per thousand) vs the magazine’s cost per thousands.

Arming yourself with this number alone will expose a few home truths to anyone trying to sell you ad space. You’ll have new leverage in that conversation I assure you. =

The conclusion.

As demonstrated running these two different ads concurrently can give you a whole lot more than a new customer, if you pay attention to what the results are telling you.

You’ll become a better copywriter.

You’ll know which images and headlines work best for your business.

You’ll also be far better educated about what it should cost to reach your target audience. This knowledge will make you a far more formidable marketer and business owner in its own right.

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