1. Search Engine Marketing (SEM) - SEO & PPC:

Strategy & Execution: Develop, implement, and manage comprehensive SEO and PPC strategies to increase organic and paid visibility for our tour program.

Keyword Research: Conduct in-depth keyword research to identify high-value keywords relevant to our target audience and tour itineraries.

On-Page SEO: Optimise website content, meta descriptions, title tags, and images to improve search engine rankings.

Technical SEO: Collaborate with development teams to address technical SEO issues (e.g., site speed, mobile-friendliness, sitemaps, crawlability).

Content Optimization: Advise on and optimize content for search engines, ensuring it is engaging, informative, and aligned with search intent.

PPC Campaign Management: Create, manage, and optimise Google Ads and other paid search campaigns (e.g., Microsoft Advertising) across various ad formats (search & display).

Bid Management & Budget Allocation: Monitor bid strategies, allocate budgets effectively, and identify opportunities for improved ROI.

Ad Copywriting: Develop compelling and conversion-focused ad copy that resonates with our target audience.

Landing Page Optimisation: Work with website stakeholders to ensure landing pages are optimised to achieve their goal.

Competitor Analysis: Monitor competitor SEM activities and identify opportunities and threats.

2. Display Advertising:

Campaign Planning & Execution: Plan, execute, and manage display advertising campaigns across various networks (e.g., Google Display Network, programmatic platforms).

Audience Targeting: Identify and target relevant audiences based on demographics, interests, behaviours, and remarketing segments.

Creative Briefing & Optimization: Work with design teams to develop engaging ad creatives and optimize them for performance.

A/B Testing: Conduct A/B tests on creatives, ad copy, and targeting to continuously improve campaign performance.

Performance Monitoring: Monitor campaign performance, analyse data, and provide insights for optimization.

3. Social Media Marketing (Organic & Paid):

Strategy & Content Creation: Develop and execute a comprehensive social media strategy that aligns with overall marketing goals and the Albatross ‘brand voice’.

Platform Management: Manage and grow our presence on key social media platforms relevant to the travel industry (e.g., Facebook, Instagram, TikTok, Pinterest, X/Twitter, LinkedIn).

Community Engagement: Foster an active and engaged online community, responding to comments, messages, and reviews in a timely and professional manner.

Content Calendar: Develop and maintain a social media content calendar, scheduling engaging posts, stories, reels, and live content.

Paid Social Campaigns: Plan, execute, and optimize paid social media campaigns across platforms to drive reach, engagement, traffic, and conversions.

Influencer Marketing: Identify and collaborate with relevant travel influencers to expand our reach and credibility (where applicable).

Trend Monitoring: Stay up-to-date with the latest social media trends, features, and best practices.

4. Analytics, Reporting & Optimisation:

Data Analysis: Proactively monitor, analyse, and report on the performance of all digital marketing campaigns across all channels.

Tool Proficiency: Utilize tools such as Google Analytics, Google Search Console, Google Ads, social media analytics platforms, and other relevant reporting tools.

Performance Reporting: Generate regular reports detailing campaign performance, key metrics (e.g., ROI, CPA, CTR, conversion rates), and actionable insights.

Website Maintenance & Optimization: Assume responsibility for website maintenance and optimization, including creating new pages as required and leading development and testing efforts for enhancements.

Budget Management: Monitor and manage digital marketing budgets effectively, ensuring optimal spend and ROI.