3 PPC Management Tips for Hotels and Resorts
If you want to build a digital strategy for your hotel or resort, you’re going to run into a lot of competition. Tech giants such as hotels.com, AirBnB, bookings.com, or VRBO are dominating the online space for hotels and resorts. If you want to to stand out and attract new guests having robust and highly targeted PPC campaigns is a key element to your success. PPC for hotels and resorts allows you promote your business to a targeted audience on some of the world’s most popular websites such as Google, Facebook, Youtube, and other sites. With PPC, you can have a steady incoming flow of web traffic from users who are actively showing an interest in your offerings.
When today’s consumer is planning their next vacation, more often than not, the first place they go is online. Whether they use search engines to find the best reviewed hotels and resorts or look to social media for inspiration, most research by consumers is done through online channels. PPC advertising can help market your hotel or resort in front of a specified audience on the websites they’re already visiting. By making your brand visible while your audience are still in the research phase of the purchase journey, you can present your hotel or resort an attractive option from the very start.
PPC SERVICES FOR HOTELS AND RESORTS
At Optimum7, we know the complexities and challenges of marketing in the hospitality and tourism industry. We’ve created strategic PPC campaigns for hotels and resorts that have increased their online visibility and bookings they receive online.
Some of our PPC services include:
- PPC Management
- Google Search Ads & Display Ads
- A/B Testing
- PPC Audits
- Video Production & YouTube Ads
…and more. To learn more about how Optimum7 can help your PPC efforts, click below and reach out to one of our experts below.
Speak to an ExpertPPC, short for Pay-Per-Click advertising, is a form of internet marketing in which advertisers create an ad, display that ad on a host site, and pay the host a fee every time their ad is clicked.
The first step of PPC campaigns is keyword research. This is where you determine which search terms, also known as keywords, your audience is searching for that are relevant to your business.
Then, different advertisers bid on having their ad displayed for particular term and pay a fee determined by how competitive a search term is and how much an advertiser is willing to pay for a click. This fee is known as the cost-per-click (CPC).
You then create an ad based on your target audience based on location, demographic, interests, and search terms.
Search Ads / Paid Search
Search Ads are paid advertisements that show on search engines, such as Google, when a consumer searches for a keyword relevant to your niche.
For hotels and resorts, you can reach people searching for accommodation in your regional area. For example, you can target users searching for “Resorts in Boca Raton,” and so on.
Display Ads
Display Ads promote products or services using text-based, image, or video advertisements on relevant, third-party publisher websites.
Display ads are heavily visual and are frequently used as a remarketing tool to target users who previously visited your site.
Social Media Ads
Social Media Ads are paid ads that display on social networking sites such as Facebook. These ads are targeted based on demographics, interests, or other data collected by the platform.
For Industrial companies, LinkedIn is often the best choice as it is a common platform for B2B networking.
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PPC Tips for Hotels & Resorts
1. CHOOSE THE RIGHT BID STRATEGY
Depending on your goals, you’re going to want to employ different bidding strategies. Conversion-based strategies such as CPA and Maximize Conversions will make a big difference in your operation if you simply want to increase website conversions.
It’s crucial to define your goals as early as possible; going in with unclear goals is a good way to throw money out the window.
It may be tempting to try to go for all of these goals within one campaign, but the fact is that if you send mixed messages to a user, they will get lost, confused, not do most of what you want, and just leave. Ask for one thing at a time.
For the hotel and resorts industry, the most important short-term goals will simply be the conversions and leads.
Long-term goals and strategies, such as email newsletters that create community, establish your business as an expert in the field, etc. will help get a strong footing in your industry and ensure your company will have a longer lifespan and stability.
2. THINK MOBILE FIRST!
Data shows that over half of all web traffic is done so through mobile devices and that number is only expected to increase.
You’ll want to tailor your ads specifically for mobile devices and make sure to test your ads for mobile compatibility before you publish them.
As a result, you’ll see a lower cost-per-click (CPC) from the host platform and higher click-through rates across the board. Google factors in mobile usability when determining ad score, so overall your ad will perform better if you optimize it for mobile viewing.
3. USE A/B TESTING FREQUENTLY TO OPTIMIZE PPC CAMPAIGNS
Ultimately, you need to consistently A/B test your campaigns to get the best results. Many hotel and resorts don’t have time to do so, and make the mistake of treating their PPC campaigns as “set it and forget it”. At that point, it’s better to outsource your campaigns to an organization that can devote consistent attention overtime.
A/B testing in the context of PPC marketing means running two similar ads against each other and comparing their performance. There are numerous factors you can test when you create a PPC campaign.
These include, but are not limited to:
- Your headline
- Your body text
- Your visual elements (videos, photos, etc.)
- Audiences
Often, you will want to maintain your current advertisement, and publish a new one to see if your changes measurably improved your performance.
At Optimum7, we have over 15 years of experience marketing hotels and resorts online. Call us today to find out if PPC advertising is the right solution for you.
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