Pay Per Click (PPC) Marketing

Pay Per Click Strategy for Hotels: How Evision Is Different

At Evision, our campaign management style is 100% strategic and hands-on; we never use bid management software, and we always give each client a unique strategy. We’re a great fit for clients looking to make sense of their overall marketing program, control their costs, and generate quality traffic for their business.

PPC for Hotels: PPC Campaign Setup & Management

We understand that not all clients will need 24/7 active bid management every month, because in some markets the paid search competition is not that aggressive…there are not as many competitors, and they are not as competitive with bidding. That’s why we offer a “small market” option for hotels in second-tier locations.

For hotels in larger markets where the competition is more aggressive, we offer full monthly management services. When there are more competitors using aggressive bidding strategies, you need an experienced team behind you. We’re here to monitor your market and campaign as often as needed to give you the edge over every other PPC advertiser in your market.

Revenue and ecommerce managers are an integral part of the online conversion/revenue equation. Even the best hotel PPC campaign will perform poorly if your rates are not properly managed, or if your reservation system is not properly set up. No matter which PPC option you choose, we work directly with your revenue management and ecommerce teams to make sure we are advertising the correct rates and packages in your ad copy, planning for upcoming city/hotel events, and brainstorming on new international markets to target.

PPC should be viewed as just one piece of the online marketing equation – but one that can produce stellar revenue results.

Option 1: PPC Campaign Setup and Training for Hotels in Smaller Markets

For clients in smaller but active markets, we offer the following services:

  1. Full PPC Campaign Setup: We perform thorough keyword research, create a keyword list, write ad copy, set up the campaign within Google AdWords, and set up tracking and reporting through Google Analytics.
  2. PPC Management Training: We train your Ecommerce Manager or other team members so you can manage your campaign in-house.
  3. Quarterly Consultation: Every quarter, we review your campaign and provide a tell you how your campaign is performing and converting. We’ll also make any necessary adjustments/additions that are needed, such as expanding your keyword list, changing ad copy, or adjusting bids.

Option 2: PPC Campaign Setup and Monthly Management for Hotels in Larger Markets

For client in larger markets, we offer complete hands-on management that includes:

  1. Full PPC Campaign Setup: We perform thorough keyword research, create a keyword list, write ad copy, set up the campaign within Google AdWords, and set up tracking and reporting through Google Analytics.
  2. PPC Management: Dedicated hotel PPC specialists (not software) monitor and manage your campaigns daily. We ensure campaign consistency in traffic and conversions, and keep tabs on what your competition is doing.
  3. Ongoing Research and Consultation: We consult with your team as often as need to  make any necessary adjustments to your campaign such as: expanding your keyword lists, changing/testing ad copy, adjusting bids for certain keyword groups, testing new keyword markets, and expanding into new geographical/international markets.

Creating and optimizing your hotel PPC campaign

These are the steps that go into every Evision PPC campaign:

  1. Keyword Research: Your PPC campaign is based on a detailed analysis of your hotel and competitive landscape. We put in extensive research time to make sure we are using the right keyword mix to meet your specific revenue goals.
  2. Creative Ad Copy Development: Dedicated PPC ad writers create effective ad titles and descriptions to help maximize click-through and conversion rates. Ads are continually updated and tested for optimal results.
  3. Landing Page Selection: We help you determine which of your website pages are the best places to land PPC visitors. Our recommendations help you boost site conversions and reduce bounce rates.
  4. Campaign Tracking: We ensure that proper tracking is installed on your website, so that you can successfully track PPC conversions and ROI.
  5. Account Maintenance: Ongoing campaign management includes monitoring your budgets and conversions; testing new ad copy; and adjusting bids and keywords to continually optimize results.
  6. Monthly PPC Analysis: Our paid search director performs a monthly analysis of your campaign relating to your goals, keyword costs, and conversions. We go beyond ROI and evaluate user engagement to help you determine the overall benefit of your PPC efforts.

Contact us to find out which hotel PPC program is right for your property and market.