Here are some tips for your PPC strategy: 1. Don’t forget to cover all areas of the purchase funnel Using a combination of both head and long-tail keywords will help connect with customers across all stages of the buying process; many people at the top of the funnel know they want a holiday but may not have chosen a destination yet, so it is important to bear this in mind when adding keywords. 2. Choose your keywords carefully to drive traffic Adding high-volume keywords will increase the chances of your ad being seen but ensure that you set your bids and budgets appropriately and optimise frequently. Get the full story at Travolution