Google Ads has always been a great ally of the luxury segment, whether cars, real estate, beauty, travel or, of course, the maritime industry.
The nautical world is interesting in that it has several types of products and services concerning the boat itself.
Over the last 10 years, we have been able to analyse and manage Google Ads campaigns for the maritime sector in various sub-sectors, such as:
1. Chartering
2. Yacht surveying
3. New boats for sale
4. Used boats for sale
5. Boat insurance
6. Boat maintenance
7. Yacht interiors
8. Nautical safety products
9. On-board entertainment products
Unlike other sectors in the luxury segment, the nautical world has several decision-makers when it comes to generating conversions in Google Ads. The buyers (and consequently the sellers), the buyers' trusted circles (both personal and professional), the yacht brokers, the skippers, the chief stewardesses, the chief officers, the head chefs, the tourists (if chartering, for example), the insurance agents (for surveying), the port crews, etc. – all of these roles come into play.
That is why it's essential to thoroughly understand the client's business, prepare a unique set-up to measure conversions and create extremely well-targeted Google Ads campaigns to deliver results.
In the luxury segment, Google Ads can be a bottomless pit if you don't know how to measure data, conversions and behaviour flows. On the other hand, it's also the perfect channel because your next boat sale or charter service hired can be waiting right behind the next click.
Let's look at a few examples:
Mark is looking for a chartering company in Split, Croatia, for his next holiday.
There are about 1500 avg. monthly searches for related keywords from the UK alone, searching for a charter specifically in Split (we are talking about a micro niche market):
And 41% are searches from a computer (read our article Luxury Google Ads to understand how important this factor is).
1550 searches per month is about 50 searches every day of the year.
Now let's take an example of a person from Ireland, the United Kingdom, the Netherlands, Norway, Sweden or Finland (these countries were not chosen at random, by the way...) who is looking to buy a boat:
There are more than 400,000 avg. monthly searches for related keywords:
Of the countries we have selected:
Over the course of the year:
The monthly search graphs are very similar between the 2 examples. That is why it's essential to have access to several Google Ads accounts to be able to cross-reference data from the same sector or the same target market.
By calculating the possible conversion value that a user searching for a nautical-related keyword on Google can generate, Google Ads search campaigns for the maritime sector are a powerful tool to obtain quality leads at the exact moment that the user is searching for your nautical product or service.
On to the next conversion!
Dean.