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Once the ad was paid for there wasn't the profit in the item.
The biggest reason that happens is that someone is letting their bids be driven by what the competition seems to be doing instead of doing their own math and sticking to bids that are sustainable for their own conversion rates.
timed well, etc
I am in travel and adwords just is not profitable anymore.
WordStream pegs Travel & Tourism as the third largest spender in Google AdWords in 2011 at $2.4 billion (behind Finance & Insurance, $4 billion; and Retailers & General Merchandise, $2.8 billion). And, the top five travel brands in Google AdWords spending, according to WordStream, were:
Booking.com, $40.4 million
Expedia, $28.9 million
Kayak, $28.7 million
Marriott, $20.9 million, and
Priceline (which owns Booking.com), $19.6 million.
the space is so competitive, the Life Time Value of a lead / buyer, is something you'd better be very tuned into
lower their bids and find the point where the clicks pay for themselves