Визит Дагестан: paid search advertising for tours in Dagestan and the Caucasus

At the time of launching paid search advertising, we were already handling the project's SEO and had a good understanding of the business specifics, target audience, and the most popular tour destinations.

Despite the positive dynamics of organic traffic, it was important for the client to accelerate the acquisition of new clients and increase the number of leads during the high tourist season. To achieve this, a decision was made to additionally launch paid search advertising in Yandex Direct.

The main objectives of the project were:

• Rapidly increasing the number of inquiries and bookings;
• Attracting additional targeted traffic besides SEO;
• Promoting the most profitable tours and excursion programs;
• Scaling sales during periods of high demand;
• Obtaining a predictable flow of leads from the paid acquisition channel.

An additional advantage was that by the time the advertising was launched, the website had already been well optimized for SEO: the structure of landing pages was prepared, tour cards were optimized, and analytics were set up. This allowed us to launch advertising campaigns faster and focus on improving their efficiency.

As a result, paid search advertising became an additional source of leads and helped significantly increase the total volume of inquiries compared to using only organic traffic.