target marketplace would be UK. It would be golf packages into Ireland. I'm asking on behalf of someone else as its not my area at all. Can forward them your details if interested-just let me know.
I'm guessing their budget will initially be small to test the water so to speak but if successful then would of course grow.
Segment the keywords based on keywords that are being targeted.
Make sure that your adwords are stuffed with proper keywords.
Directional bidding every 2 weeks is an important factor.