"Today businesses in the travel and tourism industry face increasing challenges to achieve a favorable rank position and improve PPC performance, as costs have increased dramatically while conversion rates have declined. In the past, a well-funded campaign was often all that was required to obtain a sufficient number of clicks and conversions. Now, tactics that were once successful are no longer generating the desired number of conversions while cost per click has increased significantly. If sponsored ads are not accurately targeting high performing keywords, advertising costs can escalate quickly, resulting in diminishing ROI." http://t.co/7Lw16Tou ..