How much would Google Ads cost for your Safari business? Is what most African safari & tour operators must be wondering. And it is obvious because you will want to figure out whether your business can afford it or not.

The good news is, it can be afforded by anyone in the safari industry. But the bad news is, there is no fixed budget that we can answer. The closest one that we can provide is that it depends.

Don’t worry, after reading through the blog, you will have an idea about all the functional aspects and variables included while running an Ad & will be clear about the budgeting.

Let’s first explore the opportunities African safari businesses have in Google Ads!

For those who don’t know what Google Ads actually is, it’s Google’s online Advertising platform. Where you can create and run advertisements for your target audience who might be interested in the services or products you provide.

Google Ads uses a pay-per-click (PPC) advertising concept that is you only have to pay when a searcher clicks on your Ad.

Some of the benefits for an African Safari Business include:

Google’s Huge Reach – With over 5 billion searches per day, if you are able to provide what your safari customers are looking for, even with an Ad, you are more likely to get noticed.

Targeting Range – You can target people specific to country, region, age and even their search intent for your safari business.

Full Control of your Campaign – You will have the control to start and end a campaign or even control the price invested in running the ad.

Quicker results and Enquiries – As it targets the first page of Google SERP, there are more chances of getting noticed and getting clicked. And if your content or the landing page is optimized enough to provide value to the visitors, you are surely hitting more conversions.

Building Brand Awareness – It can be a great platform to even build a reputation and trust with your visitors. Even if they are not clicking on your Ad, it still creates that brand awareness as it gets the space to be seen.

Now that you have some idea about Google Ads, here’s what you will be exploring as you read more:

1. Factors that affect the cost of Google Ads for African safari businesses.
2. Example of typical CPC (cost per click) for keywords related to African safari businesses:
3. Strategies for managing Google Ads costs for African safari businesses
4. Key takeaways of running Google Ads for your safari and tour business

Factors that affect the cost of Google Ads for African safari businesses:

There are many factors that your Google Ads cost depends on to perform the best. Let us discuss the 4 most important ones –

Keyword competition and relevance – The keyword you are bidding on can make or break your campaign cost.

It totally varies with the intent of a searcher. If the keyword is informational or navigational for ex. ‘Safari in Tanzania’ or ‘Where is Arusha National Park’, then there is no indication that your customers are ready to convert yet. Here the cost for your target keyword would be lower.

But if the search intent is commercial or transactional for ex. ‘Things to do on a safari in Tanzania’ or ‘Flight cost to Tanzania’ then there are high chances to convert. As the keywords will give you enquiries, these will bid at a higher cost.

Ad placement and targeting options – If your Ad is placed at the right location, whether it’s on YouTube or on a webpage, it can contribute a lot in driving enquiries.

For example, if you are dealing with the safari industry, you may want to target booking websites, travel channels or even review sites where your audience will mostly be spending their time.

Targeting plays a vital role as well because you can show your Ad to people who have an interest in your service. To go more specific, you can as well target your desired location and device targeting can be done too!

Geographic location and audience targeting –

With the Google Ads location tagging you get a broad range of options to selectively decide your target audience.

You can choose from countries, regions of a country, around a specific location, business location, or a certain demographic group.

Ad format and quality score –

An ad format is a way you want your ad to be displayed in different targeting locations. The formats can vary from static banners to dynamic banners, textual ads to direct mail ads – choose the format after testing what works best for your safari business!

A quality score is a number between 1 to 10 that google gives to its ads. The higher the score, the better the chances of getting the bid. The score hugely depends on your landing page’s relevance to the targeted keyword and your landing page experience.

Example of typical CPC (cost per click) for keywords related to African safari businesses:

Let’s take a look at some examples of typical cost per click for African safari keywords with low and high bidding ranges with the target country being the United States.

Impact of ad format and targeting on CPCs:

You can ensure that your brand connects with various user types with the assistance of the appropriate device ad formats and placements, significantly raising brand recognition and conversion rates. To achieve the best outcomes, a blend of interactive ads, video and image ads, and banner ads can be effective.

Comparing the key aspects of running a Google Ad by targeting the right keywords:

As we prioritize targeting the keywords that are actually relevant to your safari business, and with specific demographics which will bring more conversion, the below chart might help you with deciding what to choose!

Strategies for managing Google Ads costs for African safari businesses

Tips for optimizing ad targeting and relevance – Make sure you understand your target audience and the channels they spend most time on. Use tools like Google Analytics to track what performs best.

Advice for improving ad quality score and conversion rates – You need to tailor the ad copies according to the keywords that are relevant to your safari business with highly relevant landing pages.

Advice for improving ad quality score and conversion rates – You need to tailor the ad copies according to the keywords that are relevant to your safari business with highly relevant landing pages.

Key takeaways of running Google Ads for your safari and tour business:

While most agencies will offer you Google ad campaign packages on a lower budget, we recommend you spend a minimum of $2000 to $2500 monthly for the best results with a high conversion rate.

But the amount you want to spend totally depends on your preferences. Whichever marketing method you use according to your target or goals, Google Ads can triumph over them all.

Even if you spend a little more when running Ads with Google you would soon realize it’s not a bad idea at all when you see the immediate enquiries and bookings driving in.

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About Author

MR CHINU PAL

SAFARI MENTOR

Chin’s mission is to serve and help people like those who run safari businesses because many are them are good at operations they don't know website sales marketing and all of them only depend upon agents to give them clients where chin wanted to give an amazing growth to each and every operator to make them so individually powerful with their own branding online where they can get high-value clients, create their own source of income and generate significant revenue online.