If you've spent some time surfing the web, you know there's no lack of advertising space on a myriad of websites. But what you may not realize is many of these advertising spots are "for rent." Dubbed remarketing (or retargeting), it's all about enabling companies to show relevant ads to people who have initially expressed interest in what you have to offer online.For instance, did you visit a clothing site and later that day, on another website, see an ad for the article of clothing you looked at ? While it may appear that the stars are aligning to help you rationalize that purchase, it's actually Google's remarketing engine at work. And, it may just be the tool to help drive more online sales for your tour or activity company.

What Is Remarketing/Retargeting?

We interviewed Margot da Cunha, previous content marketing specialist at WordStream, a Google Premier SMB partner focused on search marketing. According to da Cunha, remarketing, also known as ad retargeting (these terms are used interchangeably), is “essentially when you cookie your past site visitors to follow them around with ads on various sites they browse."In a sense, it's kind of like an acceptable business form of stalking. If someone comes to your website and is looking into purchasing a kayak tour experience, but then gets distracted and pulls up a new website, a visual prompt advertisement of your choosing will show on other websites they visit, such as Facebook, to "remarket" to them. The hope is that they'll see the image of the kayak they were researching on your site, along with your carefully crafted advertising message, and realize that it might be time to head on back to the page or shopping cart they abandoned.

Does Remarketing work?

“Most people who are doing paid search, who start to then embrace remarketing, are blown away by the results," da Cunha says. “It works because you're targeting people instead of just keywords." In other words, you know they're more qualified than people who just stumble upon your ad, because they've actually been to your website before and shown an interest.There's no tried and true statistic on how exactly retargeting will help your business, but in general, anytime you're advertising to people who are interested in what you have to offer, the better the results will be. “Conversion rate increases with exposure," says da Cunha. "The more your target sees your ad, the more likely they are to convert." And, don't worry too much about people becoming annoyed because “your odds of overwhelming the audience, because of the way Google controls things, are pretty low."

Retargeting works because you're targeting people, not keywords

How do I get started?

The process to set up remarketing efforts for your tour, activity or rental business will be fairly straightforward. If you already have a PPC campaign running through Adwords or Wordstream, there is a simple setup process, which you can learn more about here: How Does Google Remarketing Work? It involves modifying your website pages with a small piece of tracking code (called a tag), creating a list of people you would like to remarket to and deciding how often you want them to see your ad.You can get as general or specific as you see fit when it comes to setting your criteria (who sees it and how often). Here are few scenarios of people you can target with ads of your choosing:

• Everyone who has visited a certain page on your website.
• Only people who visited a specific landing page (for instance, your wine tasting ticket purchase page), but didn't convert.
• Only those who placed a bike or kayak in their cart, but then abandoned ship.
• Only people who purchased a Halloween escape room adventure last year, who you want to casually remind to do so again for the upcoming season.

What's it going to cost ?

Similar to Google Adwords, you can spend hundreds, thousands or even more on your remarketing campaign. As with any new service, it's best to start by allocating a reasonably sized portion of your online marketing budget, along with tightly defined goals, so you can measure how remarketing affects your conversions.The broader your remarketing campaign's criteria, the higher your cost will usually be. You can fine-tune and set frequency caps (i.e. this person can only see this ad a certain number of times per day) and duration (i.e. this person will no longer see this ad after 30 days) as you see fit to manage costs.Wordstream does have some recommendations when it comes to duration and frequency based on recent studies and experience:

• Duration should be set to three times your average sales cycle for best results.
• Setting the frequency to unlimited is worth it. Even if you set frequency cap to unlimited, those people will only see it an average of 3.71 impressions per day.

There's no time like the present to get started with remarketing for your tour, activity, or rental business. If you're interested in learning more (which you should be), check out this guide: Complete Guide to Content Remarketing.

Americans can't seem to break away from their smartphones. In the U.S., mobile usage now accounts for 51% of digital media time. And that trend continues to seep into the travel industry, as mobile bookings now make up 40% of all transactions for travel businesses. In other words: It's very likely that potential customers can be looking to book campsites while hiking into town.So it's time to start taking strides to attract these on-the-go travelers. Luckily, this won't take thousands of marketing dollars to accomplish. A few small-scale tactics will help you find the campers you're looking for, and more importantly, help them find you.

Be smartphone friendly

There's little use in having an amazing website if it doesn't work on smartphones. At the very least, make sure that all the important information—like your location, contact details, and opening hours—is easy to find. This is likely the key information potential customers will be searching for.You'll also want to optimize your most popular site pages. (The information you'll need to do this can be examined in your site analytics, including what pages visitors are landing on when they first come to your site, whether they are using a mobile or desktop, how long they spend on each page, and much more.)But perhaps the most important feature to make mobile friendly: your booking page—and online reservation software, such as Peek Pro, will let your campers do this by incorporating mobile booking options right into your website.

Make sure all your important information is easy to find on your mobile site

Social media is your best friend

Today's campers are no strangers to technology. This means that there is a very heavy reliance on social media to find information, ask for suggestions, and share opinions with the world. In fact, Forbes recently reported that one-fifth of leisure travelers worldwide turn to social media platforms for inspiration for their travel planning, with Facebook at the top of that list. Research for ADARA further shows that up to 50% of those travelers are booking their trips last minute. This is where the immediacy of social media can come in handy!By using a thoughtful social media strategy, you can ensure that you find a much larger number of new and returning customers than if you had kept all of your marketing efforts completely offline. Keep your Facebook page up-to-date with relevant information, respond to comments quickly, and generally, be a friendly face for the traveler that is breezing through your area.

How to become more search friendly

There are a few things you can do to make sure that your campground is more search friendly when it comes to Google. As mentioned earlier, you have to make sure you give visitors what they're looking for. Write clearly, and think about what words users would type in to look for what you offer (such as "campground near [location]). Make sure other sites link to yours when possible. Are you friendly with the local kayak rental company? Ask them to link to your campground. Create a helpful, information-rich site, and let Google do the rest.

Don't be afraid of geolocation

One of the joys of having a smartphone is the ability to use the device as a map. Today's smartphones have a GPS chip inside, which uses satellite data to calculate its exact position. Services like Google Maps can then map out the area using this location.This means that geolocation apps essentially do two things: they report a user's location to others, and they associate real-world locations (like your campground) to others who happen to be in the area. As a campground owner, geolocation can be a powerful tool in your marketing toolkit. Tapping into geolocational features—such as paying to advertise to people searching Google for campsites in your area, or making your location obvious to all by having an address visible on your site and a Google Maps listing—can help potential campers find you when they are nearby, desperately in search of a well-reviewed campground in their vicinity.With more and more travelers booking their trips and amenities from their smartphones, it's important to make sure you're doing all you can to capture this on-the-go market. From making your site more mobile friendly to taking advantage of geolocation services, you can take a few easy steps to begin increasing these last minute booking.

Americans—more than 40 million a year, to be exact—continue to head to the hills for that weekend camping trip. And while the activity of camping hasn't changed much in the past 30 years, the needs and habits of today's campers continue to evolve. Large tents have been replaced for lightweight models; small RVs have been traded up for larger, tech-infused vehicles; and tech-savvy travelers are now booking their camping getaways online.Here is a closer look at the needs and travel habits of today's campers, and how your campground can best cater to them.

Understanding Travel Needs and Booking Behavior of Today's Campers

Experts at Virtuoso have found that baby boomers and millennials travel for very different purposes. Boomers see travel as an opportunity to enjoy quality time together and value escapism. They're not afraid to splurge and prefer to travel with families. Millennials, on the other hand, tend to travel for personal fulfillment and look for customized experiences when traveling. Also, most prefer to travel with friends.Knowing this means you can tailor your offerings and marketing messages for these two distinct groups. Baby boomers may be attracted to camping packages that include a trip to an area day spa, for example, where they can unplug and de-stress. Millennials may be more eager to book packages for groups with kayaking lessons, paddle-boarding adventures, or other outdoor activities they can enjoy with friends on or near the campsite.

Upgrading Campsites and Amenities to Appeal to Today's Campers

Your campground may not be able to accommodate larger RVs or provide enough electricity to support some of the upgraded vehicles, gear, and accessories today's campers rely on. Consider expanding parking sites (by trimming trees and shrubs) to accommodate for larger vehicles. (Class-A RVs can be as long as 45 feet, so you should have at least one spot that could easily fit this type of vehicle.) Also, many campsites aren't able to support the 50-amp plugins required by some newer RV models, so consider updating your electrical outlets if you can't handle this type of setup.A large portion of campers will be looking for some type of hiking activity, according to the Outdoor Foundation. These hiking enthusiasts will often rely on GPS devices and smartphone apps to map out their routes. In order to stay connected and maximize their experience using technology, these campers need high-speed Internet access. Campgrounds and RV parks that offer free WiFi access and connectivity amenities, such as power outlets to charge phones and camera batteries, will be a more attractive destination for the modern traveler.Another interesting fact: 52 percent of campers between the ages of 18 and 34 years did online research to buy items for their camping trip and then purchased in-store, according to the Outdoor Foundation. Be the campground that sells accessories and other items—from extra batteries for portable coolers to basic cooking utensils—through your own online store or at your campsite to cater to these shoppers. This will also open up another revenue stream for your campground business.

Be the campground that sells accessories and other items through your own online store or at your campsite to cater to these shoppers

Providing Mobile Booking Options for Today's Campers

The vast majority—90 percent—of millennials book travel online, according to Virtuoso. Take advantage of online reservation software, such as Peek Pro, to incorporate online and mobile booking options into your website to capture this large segment of the market. This will make it a cinch for campers to reserve spots that fit their RVs, or to make reservations for outdoor gear and supplies.Also, as Skift points out, personalization in travel is one trend travel operators simply can't ignore2. Instead of booking a campsite and settling in for the day, campers may be interested in enjoying localized experiences during the trip. Offering the option to customize a camping experience—such as adding a workshop or educational tour to the visit, or giving guests a chance to have food or groceries delivered from area businesses—can make for a personalized experience.And don't overlook social media activity. Encourage visitors to use Instagram and Twitter to share their photos and updates while mentioning your business. This allows them to join a community of fellow travelers while helping your business become more visible in the social media sphere.The American tradition of camping isn't disappearing anytime soon. But the needs of today's campers continue to evolve with technology. Catering to today's tech-savvy campers with online booking options and introducing modern amenities into your campsite will help keep your booking calendar full year-round.

Site reservations and general stores shouldn't be the only revenue stream for your campground. In fact, almost 27 percent of total income earned from a camper was generated from sources other than campsite reservations, according to a study by the Journal of Travel Research. You can tap into several revenue opportunities to maximize sales from each and every camper that sets foot on your campground.Here are just a few ways to optimize your campground's profit centers.

1. Recreational Equipment Rentals

Not all of your campers will have enough room in their RV or vehicle to bring along recreational gear and equipment such as kayaks, canoes, or even pop-up tables for meal time. Make things easy for your customers by offering equipment rental options for a modest fee, and set up a pickup station or area where staff can keep track of inventory and store it safely after each use.

Create packages for newer campers who need basic equipment such as a grill, tables and chairs, or other necessities to round out their experience.

Create packages for newer campers who need basic equipment such as a grill, tables and chairs, or other necessities to round out their experience. If you are using a campground reservation system like Peek Pro, you can manage equipment rental inventory and payments all in the same system.

2. Special Events and Activities

From hosting fun holiday events like carols and s'mores around a big bonfire, or providing live entertainment during the summer months, ticketed events are a great way for your guests to build fun, lasting memories at your campground. These might appeal to both campers and visitors in the area looking for something to do during a vacation. If you open up these events to the public, could also attract locals and garner some attention from area businesses during the season.Make sure to promote these events heavily on social media sites, and set up a Facebook event so the general public can easily find it when they're searching for local things to do on the Internet. You could also list your event with area magazines and publications as part of your promotional efforts.

3. Lessons and Workshops

Lots of campgrounds offer activities such as painting lessons, tie-dye t-shirt making classes, and games. While these mainly cater to children, such workshops are a big revenue generator. Additionally, watersport activities like kayaking and stand-up paddle boarding can be turned into educational opportunities for first-timers or beginners. Offer lessons as part of your roster of daily activities on the campground for an extra fee. Another option is to host educational workshops, such as seminars or hands-on activities from nature guides, teachers, and other experts to give campers something to look forward to during their visit.Consider partnering up with local instructors who can offer services your staff isn't trained to provide, so that you can offer a variety of experiences for outdoor enthusiasts.

4. Breakfast or Meal Service

Give campers the option to purchase a meal onsite so they can save time and effort during their vacation—some visitors will probably appreciate less time doing dishes, and more time going on hikes in the surrounding area! As long as you have a food and beverage license for your operation, you can set up a dining area to serve meals as part of the camping experience. Use this food and beverage cost calculator formula provided by Buzztime to estimate your total investment for managing food costs and setting up reasonable pricing. Consider selling meal tickets as part of the camping reservation or sell meal plan packages for guests who may want to enjoy multiple meals onsite during their visit.From offering memorable experiences to renting equipment, there are several ways to enhance your guest's outdoor stay, while generating revenue beyond the campsite reservation. Explore some of these ideas to leverage your campground's profit potential.

Yesterday's camper was happy if they got two minutes of hot running water and a campfire pit. Today's camper wants that—and 24/7 access to Instagram.According to a 2015 survey by Kampground revealed that 83% of campers take their cell phones along on camping trips. What's more: 70% of survey participants reported going online with their device at some point during their stay. So, if you want to keep pulling in campers, this is the one trend you'll want to keep up with.Ready to get started setting up WiFi at your campground? The first thing you'll need to do is make sure you already have high-speed internet access. Then, follow these four helpful steps.

Step 1: Create a Map of Your Campground

To lay the groundwork for WiFi, you'll need to have a map of your campground. If you don't have an accurately scaled map already, you can just take a Google Maps screenshot of your campground. Print it out, and mark the following:

• Highlight every structure, from cabins to bungalows to yurts.
• Mark out potential obstacles. WiFi signal coverage can be slowed by concrete, trees, steel, and heavy building construction.
• Circle “zones" by priority. This will determine where you set everything up. Your office and highest priced cabins may be top priority. The entrance driveway may be the lowest.

This map will help you make educated decisions on your device and signal strength, so make sure it's as clear as possible.

Step 2: Pay Attention to Internet and Power Locations

As we stated before, you can't set up WiFi without a pre-existing internet connection. Mark the location of your current internet equipment. That's where you'll be installing your wireless router. Then, mark all power outlets on your campsite. If you're limited on power outlets, you'll have to do a little more electrical planning in your setup.

Step 3: Decide Where You Want Your Wireless Access Points

A wireless access point (WAP) connects campers to your current ethernet internet connection, allowing them to move freely within the covered areas of the campsite while using their phone, laptop, or tablet. There are two components in a basic WiFi setup:

• Wireless router: an internet router that also functions as a “Wireless Access Point" (WAP). Essentially, this is just the gateway that allows you to access the internet on your device without physical wires.
• WiFi range extender: These little guys plug into a typical wall outlet and can multiply your wireless router's signal and extend coverage.

Ideally, you would install a router in the center of your campsite, where you'll have the best opportunity to expand coverage. Then, use multiple WiFi range extenders to fill in the gaps.

Step 4: Pick Up the Best Wireless Router

Even routers installed in the perfect location won't be quite as effective if they're lacking quality.There's an overwhelming number of wireless routers and WiFi extenders on the market. Your final decision boils down to several big factors, from speed to guest account options.Here's why it pays to look for these features before you buy.

Single- or Dual-Band

A “single band" wireless router means your router will operate over a 2.4GHz radio band. This is the same band that microwaves, mobile phones, and Bluetooth devices and locations operate on—meaning your connection could get a little crowded. We recommend you opt for a dual band model if possible for less interference.

Guest Accessible & Secure

For security reasons (nobody likes to get hacked!), make sure your device includes the option to have a password-protected guest login for your wireless in addition to the admin login. Use an easy-to-remember password for your guests, and change it fairly regularly to avoid attracting potential “WiFi rogues," or those who don't have permission to access the network.

Speedy Channels

We won't dive too far into the numbers, but your router speed is drastically affected by its ability to send and receive information (shown by “802.11 protocols"). If you spot a WiFi router that has 802.11ac technology, you'll likely be happy with the outcome.

If you spot a WiFi router that has 802.11ac technology, you'll likely be happy with the outcome.

Weatherproof

If you can't find a weatherproof router, make sure you either house the router indoors or install it in a weatherproof box. Not all routers are born campers!

Easy to Install

Planning on installing your WiFi router and extenders yourself? You probably don't have all the time in the world to set up a complicated WiFi system. Choose a WiFi router that's easy to install and offers great customer service. Linksys and Netgear are two well-respected names in the industry.Once you've chosen the WiFi router for your campsite, set it up. Then, try out different devices throughout the campsite. If you have a lot of weak or dead spots, then you can install compatible WiFi extenders. Generally, setup is easiest when the WiFi router and the extenders are by the same manufacturer.

Consult Experts With the Right Questions

If you're not a technical expert—or just don't have time to research the right equipment on your own—call in the experts. You don't have to hire a pricey consultant who demands a hotel stay, either. Just head to your nearest Best Buy or other electronics store with your campground map, or request a visit from your current internet provider to determine what you need.Here are some questions to be prepared to answer (for many of these, the map will come in handy), and some basic terms to know.

• Do you have basic internet already? Where is it located?
• Where are electrical sources located?
• What's the size of your campsite?
• How far do you want to extend coverage?

Reference these helpful WiFi terms and definitions so you can have a productive conversation with a consultant or internet provider. For more, see the WiFi Glossary on Talk Tech to Me.

• Wireless Access Point (WAP or AP): the bridge that connects wireless users to a wired internet connection
• Channel: the path for wireless transmissions, determines a wireless router's speed
• Closed Network: requires a password for users to access the network
• Open Network: does not require a password for users to access the network
• Passphrase: a password for a network connection
• Service Set Identifier (SSID): refers to the name of the WiFi network
• WPA (WiFi Protected Access): the secure encryption for a network; protects against hackers, not as strong as WPA2
• WPA2 (WiFi Protected Access v2): currently the strongest encryption for a network

The Bottom Line

A WiFi connection provides so much more than just the ability to post hiking photos on Instagram. It also means campers can check email, access maps, and discover new hidden treasures close to your campground. Now that many cell phone providers are enabling WiFi calling and texting, we've reached a new frontier. A smartphone is now the Swiss Army Knife of electronics. So just follow these simple steps, and your campers will enjoy a richer 21st-century camping experience.

It's growing increasingly important for websites to be mobile-friendly. Research from Google found that 72% of mobile users say mobile-friendly sites are important to them, with another 50% saying that even if they like a business, they'll use them less often if the website isn't mobile-friendly. And this is especially crucial in the travel industry, in which there was a 50% increase in mobile use across business and leisure travelers, with 30% relying purely on their mobiles to make last minute bookings, according to BuzzCity>. On top of all that, Google now factors in mobile-friendliness to determine where sites appear in search results.Now that you know why a mobile-friendly site is important, let's explore how to get it that way.

1. Assess your current site to identify any needed changes.

First and foremost, you need to determine how well your site already accommodates mobile users. Google offers a simple online tool that will analyze a web page and report any mobile-related design issues. Your site may already meet the basic criteria required by Google, or may just need a few relatively simple changes. (If changes are needed, the tool will walk you through the technical guide that tells you how to correct the problem issues.)In addition, you can also use Google PageSpeed Insights to identify issues that may be slowing down your page loading times—which is one of the most common “fatal flaws" of web pages that don't work well for mobile users.

2. Choose a responsive design.

The best (and most popular) approach to making a site mobile-friendly is to choose a responsive design. A responsive design is one that automatically adjusts to accommodate whatever device the visitor is using. There are many responsive themes and templates available now for Wordpress, HTML5/CSS3, and other frameworks—including a number of free options.How much time and effort will be required to convert an “unfriendly" site to a more mobile-accommodating one will depend on a number of factors, including the specific design elements of your existing site. The older your current site is, the greater the odds that it was created using elements or platforms, such as Flash, that are now outdated or don't interact well with mobile devices.

The best approach to making a site mobile-friendly is to choose a responsive design

3. Keep things simple.

One of the most common ways that businesses cause problems for mobile users is by loading up a site with lots of fancy bells and whistles. This can create unnecessary clutter that crowds the page and makes navigation difficult. Equally problematic: It can also drastically impact page-loading speeds. A site that is slow to load is very frustrating to mobile users (and users in general) and is one of the top reasons they will abandon your site before even checking it out. In fact, Kissmetrics found that 40% of shoppers will abandon a site that takes more than three seconds to load. The data also found that a one-second delay in page response can result in a 7% reduction in conversions. Providing a simple, scaled-down site will help optimize load speeds and make things easy and efficient for mobile users.Bonus tip: Pay attention to the content formats on your site. Video, in particular, can be tricky. Some types of video won't play properly (or won't function at all) on mobile devices. Double-check that any video content on your site is playable on mobile devices. Older, Flash-based videos are a common issue and generally won't be viewable on mobile devices. Videos published on major sites such as YouTube and Vimeo typically have a mobile-friendly embed code for sharing.

4. Put the central focus on the call to action.

Consumers today tend to have short attention spans and want to accomplish tasks quickly. This is particularly true for mobile users. Put the most important information—like contact details and how to book—front and center. Also, if there's a primary action you want visitors to take, such as booking a reservation, that must be prominently highlighted in a central location where it is easily visible. Using online booking software, such as Peek Pro makes this goal easy to achieve by adding a prominent button to your site, where visitors won't be able to miss it.Making your site mobile-friendly may take a little bit of time and work. But just consider how much of your potential business likely comes via mobile channels these days, and you'll see it's in your best interest to do everything possible to provide a smooth, efficient experience for users of mobile devices.