Pay Per Click Advertising in Tourism, Part 2

What people search for in Summer is different to what they search for in Winter. You need to adjust your PPC keywords accordingly because you don’t want to deal with a low-performing summer campaign in winter. All you are doing is wasting money.
PPC should also be adjusted for mobile devices. People search on these differently. Searches tend to be shorter and more specific.
Keep monitoring your PPC campaigns and change to suit the needs of the customer.