He can listen to natural language, respond to inquiries, independently, make decisions, stay awake around the clock. Replace a salesman, director, accountant and even a policeman. Artificial intelligence can be used on many levels. How to use it in practice?

How to explain to people who do not follow news from the world of technology on a regular basis the scale of progress made in the field of artificial intelligence?

Ignazio Zubek: Let’s start with the fact that the history of artificial intelligence is much longer than the last 5-6 years, during which we actually hear much more about its use. In the past, artificial intelligence has faced serious barriers. Only ten years ago, such a big barrier was the technological one, related to the limitation of the amount of data that can be processed. Machine learning models are as smart as the data we provide them, which affects the effectiveness of AI. What has happened in the last ten years is, above all, the dynamic growth of the available computing power. For example, GPU systems are used, which are commonly used in processing computer graphics, or, recently, for “mining” cryptocurrencies.

Therefore, artificial intelligence can do much more than just a few years ago?

Yes. Artificial intelligence can do more today, it is more accessible, more advanced. There are very large computational possibilities. Barriers related to the possibility of building deep neural networks or processing large amounts of data have largely disappeared. The largest neural networks learn data in terabytes. This is amazing progress.

Does artificial intelligence already resemble human?

We are at the moment when it can be described as getting “smarter”. He can imitate people better and better, he understands us more and more. But that doesn’t mean, of course, that we’re out there in science fiction scenarios. Artificial intelligence cannot answer every question. Only that does not mean that there has not been gigantic progress in this area. It’s worth checking out www.Paraphrase-Online.com, it’s a text paraphrase tool that works on the basis of artificial intelligence and it does it very well!

How to use artificial intelligence in practice?

The use of artificial intelligence is very wide. One of the essential aspects where it helps is communication. Research shows that consumers who use internet services often have a problem to find information on the website, product or answer to a question. Many customers choose services that allow you to quickly ask a question and get an answer just as quickly. Artificial intelligence is irreplaceable here.

Any examples?

For example, mobile applications in electronic banking or shopping applications. More and more banks and shops are choosing to use natural language recognition technology. This has its reasons. The number of functions and products that we can put “on top” in such a mobile application to make it friendly, in line with trends, is simply limited. Artificial intelligence in this case actually bypasses the barrier related to the graphical user interface.

And customers like talking to robots?

I think sometimes we don’t even realize now that somewhere when we connect with the support department, we are actually talking to an artificial mind. But even if the use of robots is not profound, but only serves to gather information quickly, that’s fine too. It helps entrepreneurs, employees and clients. And, importantly, it is available 24 hours a day. Whoever uses the services of banks, telecommunications and energy companies has repeatedly found out about the convenience of this round-the-clock readiness.

And what does the Grossberg Group offer its customers in this respect?

We provide solutions that allow you to build a “tailor-made” robot, tailored to your needs as much as possible. Our software allows you to build – whether on your own or with our help – a bot that, firstly, implements a client-defined scenario of activities and secondly, they understand the consumer’s intentions, thanks to the natural language we use when we write or speak.

Tell me more about this technology.

Our tools are based on natural language. So I can write a sentence like “I would like to send a transfer”. And using the Natural Language Processing procedures as one of the artificial intelligence techniques, the bot will recognize individual parts of speech, sentences to catch what may be the object of interest, i.e. making a transfer.

Artificial intelligence can not only listen and understand, but most of all analyze. So it can become the guardian of our interests. How?

Tools created by Grossberg Group that use artificial intelligence are actually great at detecting threats. They can detect unknown patterns in behavior. This is the case for detecting card, payment and invoice fraud. It is about situations in which we receive different invoices that really relate to one product, service, aspect. Without our solutions, there is a risk of paying such an invoice twice. Ordinary systems don’t recognize this.

And here lies the greatest strength of artificial intelligence. It replaces the human.

Of course. After all, there are companies where one employee processes several hundred payments a day. It would be difficult for him to “manually” verify such cases.

What else can your tools detect?

In a very large foreign enterprise, we detected wages paid to employees who had not been employed there for a long time. Artificial intelligence can also work great inside the company. In our experience, similar problems have been exacerbated by the pandemic. The issue of holidays, benefits, subsidies. There are many irregularities here that our artificial intelligence can detect.

Is artificial intelligence a good worker?

Dreamed! Artificial intelligence ensures high availability. He doesn’t have to take time off, take coffee breaks, or go into quarantine. It allows you to personalize your communication. And depending on what we know about the client, the more effectively we can communicate with him, because the needs will differ. Artificial intelligence can learn all this: what my client is interested in, what he watched. Our tools can not only suggest what decisions to make, but also make them on their own. Send a dedicated offer, propose a product, a discount. The greatest value of artificial intelligence comes from the fact that it can act alone, work for us.

Are there any areas where artificial intelligence should be used with caution?

Ethical issues are very important. AI tools used in medicine are not yet perfect enough to be used without human supervision. Artificial intelligence makes decisions based on data, and a data error can be dangerous in this case. The same goes for the judiciary, insurance, all social matters. Artificial intelligence, even with good intentions, can be misused. For example, due to incorrect or incomplete data.

The Grossberg Group acts ethically in this respect. How?

The responsibility of companies like ours is that customers have the opportunity to see how this AI works, what exactly it does with the data, and how it uses it. A comprehensive system built on artificial intelligence must provide the ability to verify that everything is functioning properly.

In a global and increasingly complex world, information has become a valuable resource, and some experts consider it to be another factor in production. There is no doubt that building the company’s position based on valuable information is necessary for the holistic recognition of macro-environment. Many determinants of success are hidden, especially at the very beginning. With the increase of experience and competence, acquired knowledge and skills allow economic entities to reach further milestones. That is why we have marketing guides for you that cover specific areas in the subject!

Marketing guides that are worth knowing!

The following list contains marketing guides for e.g. positioning of company websites and targeting. This is an area of marketing that has an increasingly greater impact on the current financial results of enterprises both in the micro and SME sector, as well as for larger organizational units. Knowledge of SEO issues and efficient use of effective internet advertising tools allow reaching recipients who would be difficult to be interested in the offer in the analog world. Here’s a portion of the necessary knowledge available at your fingertips:

Google My Business. How to create a Google business card?

During the first meeting with the client, a positive or negative image of the company is created. This also applies to virtual space. It is therefore worth ensuring a good impression, even when sometimes it is only about one look. An internet user browsing Google Maps or using a search engine is familiarized with brief information about the enterprise. This is the result of using the Google My Business advertising tool.

Google tools that every business should know

It is widely known that the internet giant founded by Larry Page and Sergey Brin has a huge impact on the fate of a large part of enterprises. The list contains a few words of introduction regarding selected and in our opinion the most important tools from the point of view of company management. You don’t know what Google Ads is yet? Or maybe you want to get new information about Google Trends?

Content Marketing step by step

Content is king? Sure! Nothing has changed in this respect for years. It ignites the imagination of your customers. He builds your image. He sells, supports the positioning of your website and builds strong brands. You can learn about how to write, how to structure content, where to draw topics and inspiration, as well as what content is simply the best.

Blog in business

As our cyclical articles have repeatedly proved, focusing on content marketing can bring measurable benefits to a company. As competition grows day by day, it’s worth to stand out with unique content. An excellent method to increase the interest of potential customers is to run a blog. The organic reach gained in this way will boost the website in the search engine ranking.

The guide provides practical information on determining recipients of texts and a brief introduction on different styles of communication with readers. Adapting to the preferences of specific groups allows you to establish a better relationship, which directly translates into gaining customer loyalty. When they receive a reliable source of information, which is also interestingly written, they are much more likely to use the company’s offer. It’s worth trying because Internet users will catch inaccuracies within a few minutes and point them out in the comments. You can always count on it.

In addition, the beginner blogger’s manual has knowledge about the use of key phrases and tools that facilitate their selection. It is worth being up to date with the ranking of the most popular searches to always accurately describe the issues that are currently bothering customers. This is the only way to stay in the turbulent waters of business competition.

SEO guide. Lessons that will bring you to TOP10

Our blog is very popular. Through it, we provide a lot of substantive knowledge and current SEO information. We decided to gather the most important lessons in one place so that everyone could benefit from a compendium of knowledge. Journey through the next issues contained in the blog is both a great adventure and a source of reliable information. What will a thriving manager find there who intends to improve his company’s website statistics?

The lessons are arranged in such a way as to move from general knowledge to more and more specific issues. We devote a lot of space to explaining that page optimization is a multi-step process whose success depends on at least several factors. The blog also includes practical tips on, among others recommended image file size or the importance of page encryption. Even the appearance of a pageview with 404 error can affect! In order not to get ahead of the competition, SEO issues should be known inside out.

Transcript from the conference ‘SEM campaigns of the future’

As experts in the field of contemporary trends and marketing solutions, we devote additional time not only to sharing knowledge through the written word. We are also eager to visit industry conferences. This was also the case in September 2018, when speakers from Paraphrase-Online.com appeared at the event “SEM campaigns of the future”.

Martin Grossberg talked exactly about machine learning in Google Ads campaigns. He presented in detail over the forty-minute lecture all the most important aspects of planning, implementation and evaluation of activities. In turn, Ireneusz Iwański and Marek Walas presented specific strategies for optimizing Google Ads campaigns in the context of automation and machine learning. In their opinion, content optimization based on good quality data allows to obtain positive results. The subject of the speech was to develop the issue of implementing budgetary, efficiency and portfolio strategies. The lecture ended with a discussion of case study, i.e. translating these issues into business practice.

SEO guide for services

More and more service providers are using the optimization knowledge. This is a large group of entities. No wonder, since in the economies of highly developed countries the share of the service sector is growing all the time. The guide is adapted both for those who are just starting their adventure with optimization and for those who already have some experience. The publication contains basic information about the essence of positioning and adapting the website to Google requirements.

A lot of space was also devoted to content marketing, i.e. content management. Creating on the Internet is slightly different from analog writing. Key phrases and a number of other elements should be taken into account that have an impact on the effectiveness and reach of messages. Everything you should know about SEO in the services sector is on this blog.

SEO guide for e-commerce

A large group of our customers are online stores. Regardless of the industry they represent, each activity must be tailored to the requirements of e-commerce. The problem of online commerce is the so-called abandoned baskets, i.e. initiated transactions that ultimately fail. Appropriate SEO activities together with marketing automation tools allow to reduce negative phenomena, and thus – to contribute to successive revenue growth.

The publication contains reliable information on issues such as positioning, optimization of meta tags, adding customer reviews or encrypting the sales platform. In addition, the blog describes the rules for adapting the original appearance to the specific settings of mobile devices.

Google Ads lessons

Everyone who intends to stand out in the market should read at least some tips on running a Google AdWords campaign. We guide readers through this fascinating but trapped world. To avoid mistakes, use our hints. In this way, the planning process smoothly goes into the implementation phase, and when the time comes for summaries and evaluations – you can open champagne for the joy of increased revenues.

The following pages contain information on determining the purpose of the campaign and its budgeting, the selection of keywords and the thematic scope of content. The following sections provide guidelines on scheduling and measuring conversions. The practical blog was prepared by a Paraphrase-Online specialist who has many years of experience, so the publication is certainly a source of reliable and current knowledge.

A guide to effective action on LinkedIn

There is also a position in the library of the Paraphrase-Online Knowledge Academy that allows you to learn the rules of acquiring customers on the LinkedIn platform. There are many possibilities, but one thing is beyond doubt – business without a presence in this social medium is much poorer. Content management is not limited to creating a company profile. The blog tells you when to apply for paid solutions, and when you can limit yourself to free options.

Guide to online video campaigns

Almost from the beginning of its presence on the Internet, YouTube was doomed to success. Today it is the largest video platform that brings a lot not only to Google, but also to individual users. Thriving companies like to focus on video content marketing. And rightly so, because it brings a lot of benefits. What? You can read about it in our vademecum.

Effective marketing guides are not everything we have for you

Marketing guides are not everything! An extremely popular solution proposed by Paraphrase-Online is the possibility of using two tools that allow you to have all the numbers related to website optimization under control. The first is a website audit that allows you to check your website in just 20 seconds for optimization and the requirements of different types of devices.

The second suggestion straight from Paraphrase-Online is the Google Ads audit. This time, after 40 seconds you can get information on the evaluation of the campaign being implemented. Regardless of whether the result is positive or negative – it is worth contacting us and our experts will choose the right solution. After all, the competition is not sleeping and the world is rushing ahead, so you always have to keep your finger on the pulse of marketing.

The rendering process

The rendering process can be reduced to a situation where the Google bot performs several key steps for the final perception of the website. The first is to download the page, the next – to run the code. Then – on its basis – makes its own analysis of the page layout and the entire structure of the site. The set of information downloaded for a specific assessment is collected by this – usually not perceptible moment – which accompanies rendering of the page. As a result, qualitative content, effective link building or meticulously guarded Google Search Console become secondary factors if website rendering generates errors, delays, departures from the norms adopted by magicians from Alphabet Inc.

It can be assumed – from a technical point of view – that every website is two HTML faces: before rendering and after rendering the resources. The first is a set of basic information generated – from content through images to JS and CSS codes. The second face is the same basic code, but enriched with the changes that HTML has caused. And in this narrow space between the two modes lies one of the paths to SEO effectiveness. How the initially assumed commands are implemented in the user’s browser is one of the foundations of proper operation.

How does it look in practice? Launching a website in a browser causes the server to send specific data to a computer or other device. Data collected in HTML format – as well as, for example, XML – are analyzed by the system in terms of obtaining the planned graphic effect. What is presented on the user’s screen is the rendering effect – regardless of its type. And the types of technology provide a lot: from continuous to progressive.

Why is rendering so important?

The reason is simple, prosaic and ruthless: a site that cannot be rendered is not indexed by Google. Does not exist. It’s somewhere in cyberspace, but without much significance and no chance to show itself to the world. Indexation is rendering, rendering is indexation – in this case Google leaves no wicket and mitigating circumstances.

That is why it is so important to check both the home page and other internal websites for, e.g., whether the website contains resources that are blocked or otherwise not made available for Google bots. These are both CSS and JS files or images.

How to render a website effectively?

Google has its own rules, bots are walking their own paths, and all this is hidden in a thicket of code to which ordinary mortals outside Silicon Valley have at most limited access. How can you then verify that the website meets the requirements of a search engine ruthless in this context?

The basic option for a long time was a test for mobile devices. Contrary to what it seems, it does not have to be used only for smartphones or tablets. Checking how the Google bot downloads and renders a mobile page also gives an answer to its rendering quality. In a situation where the website is responsive, problems – and a bad result – mobile rendering also means incorrect adaptation to computers.

In mid-2019, Google announced that the bot would regularly update the rendering engine – Chrome 41 and its function of detecting functions, filling and log errors became the determinant. Blocked resources cannot be seen – after all, the browser will render them anyway – but this path can still be considered as particularly valuable.

It does not require much commitment: just download and install Chrome 41. Before, it is worth uninstalling the other – newer – versions temporarily and backing up bookmarks and files. Having Chrome 41 already, it is enough to enter any URL, and then – in a typical way – examine the page after pressing the right mouse button. This way, developer tools will be open. In the console tab you can see the errors found – just copy the data to programmers to start the process of repairing the shortcomings.

Complicated? The alternative – how trivial! – there is a rendering plugin. View Rendered Source is an excellent solution that captivates with its simplicity of operation.

Plugin link: https://chrome.google.com/webstore/detail/view-rendered-source/ejgngohbdedoabanmclafpkoogegdpob

As an extension added to Chrome, it shows how the browser has built – and therefore rendered – the original HTML for the DOM, including all Javascript modifications. So if a programmer uses the JS framework – Angular, React JS, Vue.js – it lets you understand how search engines see the page. It cannot be presented clearly: the differences between the “raw” and the rendered version are marked with an illuminated line.

Why is it worth verifying the website’s appearance?

– for Mobile First Index
– due to blocked resources that may make ranking difficult
– verification of the size of photos that may obscure the text
– a simple test whether the firewall is working properly
– crawl budget analysis
– Google Search Console doesn’t show everything (unfortunately)

What determines the price at the copywriter?

The rate for the texts depends mainly on three factors:
– Type of texts – the more difficult the topic and the more demanding the query, the higher the price;
– Order volumes – wholesale orders are cheaper;
– Cooperation time – copywriters usually offer more favorable terms to regular contractors.

To the above variables, there are issues of competence, individual financial expectations and scope of responsibilities (some copywriters offer to put content on a blog or graphic design). The valuation is further complicated by the number of possible corrections and even the possibility of issuing an invoice. This thicket of information makes the copywriter’s price list unique and adapted to each writer-bidder.

Contemporary trends on the copywriting market

Until recently it was said that due to the increase in competition the amount converter for 1000 characters will be consistently falling. Meanwhile, the market has not reacted by falling prices to an increasingly large group of SEO copywriters – contrary to expectations, the range of rates increases, and the financial expectations of copywriters have a wide range.

The reason for this gap is that the creation of substantive content is undoubtedly a difficult task. The work of experts never loses value. Some companies do not want to save on their image, so they can afford more expensive copywriters who create fully professional texts.

What rates are we talking about? How are the “price ranges” currently shaped and how much does good content cost?

Copywriting rates

Below are the average rates that you can most often encounter when browsing cooperation offers.
– Blogging articles: from $ 10 to $ 50 for 1000 characters.
– Back-up texts: from $ 3 to $ 18 for 1000 characters.
– Product and category descriptions: from $ 8 to $ 30 for 1000 characters.
– Content per page: from $ 200 to $ 1000 counted as a whole for the project.
– Leaflet texts: from $ 30 to $ 200.
– Naming and advertising slogans: from $ 100 to $ 5000 per project.

As you can see, the amounts vary and it is impossible to define a universal solution that will prove to be profitable. Each company has different needs, which is why the choice of copywriting prices will always depend on financial possibilities and expectations regarding the quality of texts.

Billing for signs or for the whole project?

There is also no ready answer to the question of how to settle accounts with the copywriter. The predetermined cost of the project is convenient and transparent, although it is not easy to get a fixed length of the text – most often it is referred to the target value around which the volume of content oscillates.

As for the characters with spaces, this converter accurately reflects the price due for copywriting, but it can lead to some misunderstandings depending on which fragments are counted (it is not always known whether tags, meta-descriptions, alternative texts are subject to it). For this reason, when establishing cooperation with a copywriter, it is worth making sure that the settlement rules have been established clearly.

Price for copywriting – summary

Talking about money is never easy and comfortable, so it’s even more important to clearly define what elements make up the final price of copywriting.

The range of amounts is wide, so specify your expectations and budget before you set out to find the perfect copywriter. Remember to clearly specify the requirements for the quality of the texts, as well as the scope of responsibilities and the number of possible corrections.

Why do we share content?

What motivates people to share information on their profiles so willingly? The New York Times conducted an advanced study that identified five key reasons why we share content online:

– Improving the lives of others – almost all survey participants (94%) admitted that they were sharing content because they believe that in this way they can improve the lives of recipients of this information. You should therefore strive to create useful content that will help your target audience and its audience.

– Self-definition – two out of three participants (68%) share content online to create their own “idealized version of themselves online”. So when you create content, think about whether it will be something that the recipients will be able to feel proud of or somehow build the content about themselves.

– Develop relationships – four out of five participants share content because they can maintain relationships with others. Consider how your content can help develop interpersonal relationships. Ask your audience to mark their friends in the comments or engage them in other ways, e.g. “share this movie with the biggest dog lover you know”.

– Self-fulfillment and a sense of belonging – everyone likes to feel useful and valuable. The study showed that its participants enjoyed when they shared the content themselves. However, they enjoyed it more when they received interesting and useful information from their friends.

– Manifesting their beliefs – 84% of participants said that they share information as a way to support the topics or brands they care about. So think about whether you are able to create content related to topics relevant to your audience.

So, as you can see in the examples above, the main reason we share information on social media is our relationship with other people.

We share positive content more often

According to the Association for Psychological Science, arousing certain emotions increases the chance that the information will be passed on.

The study explains that sharing stories or information can be partly caused by agitation. When people are aroused, whether due to emotional or other stimuli, the autonomic nervous system is activated, which motivates social activities. Emotional features of content always have a greater effect among recipients. However, researchers at the University of Pennsylvania have determined that positive content is more often shared.

How to share emotions in turn? In face-to-face conversations, we often imitate the facial expressions and behavior of our interlocutors to build a sense of unity. The Emoticons in mind: An event-related potential study showed that when we see emoticons, we react just like watching real facial expressions.

So share positive content and decorate it in the right way with emoticons. This is of course the beginning of the road. You must also use creations that cause emotions, as well as the right words that will stimulate you in the right direction.

We all apply the reciprocity rule

Reciprocity and gratitude are of great importance in society, as is altruism itself, which socially pays off. Each of us was taught to say “thank you” and that “it is not right” not to help someone who had done something good for us before. We feel a huge disappointment when someone does not repay us for previous favors and the other way round – we feel obliged to repay for favors.

We look badly at people who, for example, receive something good, but do not show adequate gratitude. We do not want to identify with such attitudes, so we are ready for a big effort to reciprocate for the help we have received.

That’s why people like each other’s pictures, they mean those who marked them before, etc.

This principle – because it is very strong in us – is widely used in marketing. An example would be giving free samples of the product in the expectation that such a gift would encourage you to buy more or trying out some equipment for free (e.g. long ago you could use the Internet for 3 months for free and hardly anyone after that time decided to return the equipment. In this case, not only the matter of gratitude, but also … habits worked.)

Use this rule also in your marketing activities. Free e-books, reports, trendbooks, publications, tool lists, etc. are of great value in the eyes of the recipients. This may encourage them to buy your product, subscribe to the mailing list, like your profile on social media or share your information.

We compare ourselves with others

A company that produced utility software wanted to encourage people to reduce energy consumption at home. Therefore, selected residents received letters saying: “your neighbors reduce energy consumption”, followed by a comparison of figures for energy consumption in the area.

The information presented in this form was met with a vivid reaction. When residents learned that 77% of their neighbors turned off air conditioning, they did the same. As a result, energy consumption in the districts has changed noticeably.

This way of communication brought much better results than typical slogans like “save energy to save money”.

Comparing yourself to others is also linked to the phenomenon of social proof, according to which our position on selected people, issues, etc. is governed by the reaction of the majority. But how to use this knowledge?

User-generated content is a great way to show your target audience what others are saying about your brand. Positive comments and reviews published by your clients are examples of social proof working in your favor.

In addition, another study showed that 76% of customers consider the opinions and reviews of ordinary people to be more reliable than the advertisements of the brands themselves. Theoretically, every marketer knows this, but not everyone emphasizes it strongly enough in advertising.

Summary

You don’t have to be a professional psychologist to understand people’s behavior on social media. Remembering the facts discussed here, you will definitely be able to better engage your target group and gain customers in social media. It is also worth seeking knowledge in professional literature that agile combines the issue of marketing and “imprinted” human behavior.

Travel agency advertisement

Due to the very intensive development of tourism, there are more and more travel agencies competing for vacationers. Tourist companies are competing in both the number and quality of travel offers, and at the same time are looking for new opportunities to reach potential customers. Available tours not only present in the form of printouts stuck to the office windows or cavernous catalogs full of beautiful pictures of hotels, palm trees and laughing tourists, but – just like other service providers – they are promoted to the internet. On the Internet, they can reach a huge number of potential customers who are actively looking for available options, loosely browse travel-related websites, or some time ago have already visited the website of a given office and browsed some specific destinations on it.

The possibilities of advertising a travel agency on the web are many, and in this post I will show you how you can do it with Google Ads – using 3 basic types of campaigns in this case.

Google Ads is the most popular advertising system that allows the promotion of products and services on the web using text, product, graphic and video ads. As part of Google Ads, various types of ads are displayed in Google search results, on the Display Network, on YouTube, in Gmail, and in mobile applications.

Thanks to the wide possibilities offered by Google Ads, promotion of a travel agency on the Internet is a very effective move, because with ads you can reach a huge number of Internet users regardless of whether they are already at the search stage or will plan them only after some time.

So how do you choose the right type of promotion and prepare effective online travel agency advertising?

As always, the best answer to this question is: “It depends.” Well, everything will depend, among others on the budget, campaign coverage and marketing goal. With all Google Ads assets available, the following types of ads can be used:

Text ads on the Search Network:

Text ads are displayed in response to keywords entered in the search engine. In this way, a travel agency can advertise its offer based on:

– chosen destination, e.g. vacation in Greece, vacation in Japan, trip to Brazil,
– type of vacation, e.g. Italy all-inclusive vacation, Spain vacation by plane,
– vacation / purchase time, e.g. Portugal last minute, Philippines summer 2020,
– preferred activity / facilities, e.g. Dubai vacation hotel with pool,
– specific travel agency

There are many options for choosing keywords. It all depends on the preferences, offer and budget of the advertiser. When using text ads, it should be remembered that both the keywords and the content of the ads should always be up-to-date – you should avoid displaying outdated offers at all costs, e.g. already started stays or seasonal options that have expired.

Due to the fact that ads on the search network are displayed to people who are actively looking for specific options, it is necessary to present in their content the most important advantages of the offer. In the case of offices with a wide range of trips, this may require a lot of work and very frequent content updates, and regular keyword substitution, but it is worth ensuring the highest quality of the campaign, as any and general slogans may not bring the expected effect.

Display ads on the Display Network:

Image ads are displayed to Internet users who spend their time outside the search engine, i.e. browse other websites. Thanks to the wide possibilities of targeting banner ads, travel agencies have the opportunity to present their offer not only to those who search for specific search terms, but also to Internet users who visit, for example, holiday and travel websites (associated in the Google advertising network). In this way, beautiful and encouraging banners to visit a given destination can be targeted, among others to people:

– of a certain gender and age group, e.g. women aged 35-54, if it turns out that they most often use SPA holiday offers,
– which browse specific sites where they are looking for promotions on flights and hotels,
– who visit sites related to tourism in the broad sense, e.g. accommodation, diving, amusement parks and even car rental,
– of which (thanks to their online behavior) it is known that they are interested in travel, e.g. they like traveling with family or are beach lovers, etc.

As part of the advertising network, you can also use remarketing. Remarketing is an option that allows displaying image ads to those who have already visited the advertiser’s website some time ago and viewed the holiday offer, e.g. for the previous year.

As far as technically possible, remarketing also allows you to return with advertising to people who have already used the offer of a travel agency, e.g. made online reservations, as well as to those who started this process but did not finalize it. Properly prepared banners, especially those offering a small discount or other convenience, can effectively encourage Internet users to re-purchase or finalize it.

Advertising banners, just like in the case of text ads, should be regularly updated and ensure that the prices / dates / destinations presented on them are always up to date.

YouTube video ads:

More and more Internet users are looking not only for textual opinions about places they go to and travel agencies they use, but as part of research, they are just using YouTube and videos placed in its depths. The video has it in itself that it reveals slightly more details than a photo that has probably been properly processed. What’s more, recently popular vloggers and other travelers are happy to share tips on places worth visiting, present the best pubs in a given location, or advise you on what to take with you wherever you go.

That is why travel agencies are increasingly appearing on YouTube.

They run their own channels there, on which they regularly insert new, juicy advertising spots and use the most popular ad formats available there, namely:

– True View in Stream – short advertising films displayed before, during or after the movies watched by Internet users. Clicking on such a spot allows you to go to the advertiser’s channel or website to obtain detailed information about the offer,
– True View Discovery – advertising banners displayed above the suggestions of subsequent videos or in Youtube search results. Clicking on such a banner allows you to display an advertising movie.

Video ads on YouTube are displayed to Internet users in almost the same way as banners are targeted on the Display Network – based on demographic data, audience interests, topic of films or URLs of specific channels or videos. They usually complement the search engine campaign or the one from the Display Network. They are great as remarketing ads, so that people who were already behind the office’s website, encourage them to book their vacation not only with the content of the advertisement, but also a real example of what a vacation might look like in a given place.

Travel agency advertisement – summary

Of course, the three types of campaigns described above are not the only way to promote a travel agency on the Internet – there are plenty of options, and Facebook ads are suitable for separate entries in this context.