CEO and Project Manager
September 9, 2016
Hotel PPC is an area that will continue to be one of the most powerful marketing opportunities for hotels. Managing hotel PPC campaigns without specific objectives is setting the hotel up for potential failure.
It is important to set benchmarks and create goals that can help refine your strategy. The questions may arise, what is the end goal? What do you want to achieve by launching list of germany consumer email the campaign? Is it just for branding purposes ? Is it for a last-minute vacation? What are the hotel’s PPC strategies to convert potential guests once they visit the website? Once you have answered these questions, you can begin to define Key Performance Indicators (KPIs) such as CTR, impressions, clicks on the booking button and revenue per booking so that you are ready to monitor, measure and test the results.
Creating a goal plan is just the beginning of a paid search campaign. The following best practice tips are a good starting point for achieving your goals.
Table of Contents [ Hide ]
1 The seasonality related to the hotel.
2 Distribute the budget wisely / Budget optimization.
3 Deliver the right PPC ads.
4 Google Ad Extensions – Give potential guests more reasons to click.
5 Optimize the landing page.
6 Geo-targeting.
7 Announcement scheduling.
8 Negative Keywords and Campaign Refinement
9 Device targeting and bid adjustments.
10 Track everything and consistently monitor results.
Seasonality related to the hotel.
Seasonality is one of the most important factors in planning a PPC campaign , especially in the hotel industry which is seasonal in nature. The hotel PPC budget should be planned appropriately based on peak demand months and peak demand months. During low demand months or seasons, the business can be promoted by creating special offers which would then be launched in advertisements. It is necessary to launch these campaigns well in advance to yield an increase in business.
Allocating the budget wisely / Budget optimization.
Initially, it is good practice to distribute the budget evenly across all campaigns . After the campaign has been active for a few weeks, the keywords will dictate where to allocate the bulk of the budget in response to the conversions received. If one ad group receives a large percentage of the conversions, you should consider running the campaign itself to allocate a large portion of the budget to that tested element. It is always good practice to save a large portion of the budget for the best performing keywords.
