Comparative Study on the Effectiveness of Keyword Search Advertising to Provide Tourists Information

Abstract

Regional tourism is currently receiving a great deal of attention in Japan. When contemplating regional revitalization through tourism, an important key is to attract tourists more effectively at a lower cost. In this study, I conducted a survey on attracting tourists online and measured the effect. I displayed ads on search results of keywords related to regional tourism, such as "tourism Noto", "Noto tourism", and "Nanao tourism", and used these ads to attract participants. First, I developed a website to introduce tourism and gourmet information about the Noto region. Then, I measured the percentage of visitors who visited a download (PDF brochure) site through the keyword advertising described above. The keyword advertising was classified into two categories, and the relative cost-effectiveness of each category was examined through a comparison.

Informing, implying or directing? Testing the effects of message sidedness, conclusiveness and their interaction in national and local Google Ads campaigns

“…Kahn et al, 2014). Search engine advertising provides actual consumer behaviors (clicks) and interactions to measure campaign effectiveness more accurately (Yamamoto, 2017).…”

“…Ads with a lower CTR can still be effective if generating enough impressions in a campaign of awareness promotion. Average CPC and conversion rate should also be used as KPIs because spending less to generate the same number of impressions or clicks is always desired (Yamamoto, 2017) and conversation is important for search advertising campaigns of e-commerce (Cheng et al, 2018;Jansen and Clarke, 2017).…”