Hello guys! This time I present to you the case study on Pay Per Call offer
from travel vertical which is Flight Booking and the ways to promote it
effectively through Google Ads.
The term “Flight Booking” itself refers to the services provided such as
International/Domestic Flight Booking, changes and cancellation. This
offer is applicable only to the customers calling from the US.
Offer Details:
As you can see from the above screenshot , this offer has a bundle which
means two or more advertisers are grouped under one offer and so, if
any of the advertisers are busy with calls then your call will be re-routed
to the other advertiser whoever is available.
Payout is $18 for a target call which is over 60 seconds. This means the
customer who is looking for the services provided by the advertiser has
to stay connected with the advertiser for at least 60 seconds. After that
the call is qualified to be billed in 7 days automatically and the affiliate
can withdraw funds. Higher and faster payouts are possible for top
affiliates.
The hours of operation of the advertiser are as follows: All week 07.30
am – 1.30 am EST (18 hours every day). This should be noted by the
affiliates to modify their ad campaign timings so they won't send calls
during the Non-Working hours.
The allowed traffic sources are SEO, Paid Search, Native/Display, Social
Media. But in this article we will only discuss the most familiar traffic
source which is Google Ads.
Google Ads:
Here, we will discuss Google paid Ads in more detail. This ad is classified
into two types.
They are:

Call only Ads

Traditional Ads
Call only Ads:
Call only Ads are nothing but the search result that appears with the
phone number and the customer clicks on it and makes a call directly
from their cellular device from which they are browsing. This ad is not
available for desktop users.
This type of ad can generate a large volume of calls but it is hard to get
approved in Google.
Traditional Ads:
Unlike Call only Ads these Traditional Ads are a little different. When
customers search for the information, the search results will look
something similar to the screenshot provided below, where customers
click on the link and they are redirected to the landing page, where they
will find all information, and if they are interested they will call on to the
rented number that is displayed on the landing page.
To run this type of Ad it is more important to create a landing page that
is more presentable. It’s important because the quality of the landing
page affects conversion rate to calls. Still affiliates can face issues with
getting their campaigns approved.
So, now let’s review two types of flight booking campaigns: Generic and
Airline specific.
Generic Ads and Websites:
Generic campaign has keywords related to general flight booking,
without mentioning specific airline. Some of the keywords are
mentioned below:
Flight booking, Domestic flights, Flight tickets prices, Cheap air tickets,
International flight tickets, Last minute flights, How to book a flight, How
to book cheap flights, Best way to book flights, book a flight from “xxx” to
“yyy”
Generic ads have USPs about low cost flights, discounts, number of
destinations and airlines. You can see examples of ads below:
When the customers click on this link they are redirected to the generic
landing page and fill in the travel information and either book online or
call the toll free number. For customers who book tickets online,
affiliates need to set up different affiliate programs because we use
Marketcall that works only on a Pay Per Call basis now. Below there are
the sample screenshots of the generic websites:
Affiliates can use pop up windows and banners on their simple travel
landing pages and include the rented phone number for the customer to
call to the advertiser directly. Samples are provided below:
Airline specific Ads and Website:
Unlike generic Ads the airline specific is much easier and targeted to the
customers.
Airline specific keywords are the keywords which have the airline’s name
mentioned.
Delta, American Airlines, Southwest, United airlines, Frontier, Spirit +
Customer service, Bookings, Changes, Cancellations, Phone number.
The Name of the airline + the services makes one keyword. For example,
“Delta customer service” is a keyword that can be used if the affiliate has
the Landing page for that specific airline. This way the affiliate can avoid
non qualified calls from the customers who are looking for different
airlines.
The customer specifies the airline in the search and gets the search result
similar to the following screenshots:
And the corresponding landing pages are provided below. Affiliates can
create a landing page for the specific airline and put a rented number on
display for the customer to call to the number for the services provided.
General Advice:

It's always better to use subdomain websites for easy approval
from Google.

Use Old google ad accounts for higher approval rates.

Use one keyword for every Ad group to learn what keyword works
well with your campaign and then you can make changes.

Listen to your call recordings and adjust the keywords accordingly.

Set up a campaign for no more than $50 per day to prevent loss
and to have enough time to understand the traffic coming through
and modify the campaign.

Keep CPC< $1 to invest wisely and to get a better conversion rate.

Track the percentage of Qualified call conversion in the dashboard
and if it’s less than 12% then probably the campaign is running on
loss. Our top affiliates have conversion rates in the range of 1525%.

Listen to non qualified calls and appeal the good ones to be
billable. This provides higher EPC (earnings per call) to the affiliates
than in other affiliate networks.