Pay-Per-Click
PPC for Hotels: Why You Need It
Pay-per-click campaigning offer one of the most effective ways to get your brand prominently in front of online searchers. And unlike the other side of the search marketing coin (SEO), PPC enables granular control of who sees you when, how and at what cost. Plus, if ROI on search marketing is notoriously hard to measure, PPC is a breath of fresh air by allowing you to track everything from click-throughs to conversions-to-booking with ease.
But this power comes at a cost, of course: complexity and strategy. In fact, PPC requires multiple elements to align seamlessly – strategic targeting that successfully hits your intended audience with well-written ads that cull clicks leading to web pages designed to convert customers. Assembling that puzzle to yield picture-perfect results poses quite a challenge – one our experts are primed to answer.
PPC for Hotels: How to Get Started
We treat search marketing as a whole greater than the sum of its parts. We integrate search engine optimization, pay per click marketing, and other marketing threads like local search and email marketing into a cohesive whole that successfully optimizes your online revenue program. This approach captures and converts more traffic at a higher rate of return.
Similarly, 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 set up strategically. 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.
Our Approach
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.
We tailor our PPC efforts to the client. Not everyone will need 24/7 active bid management every month: in some markets the paid search competition is simply not that aggressive, so we offer a “small market” option for hotels in second-tier locations.
For hotels in larger markets with more aggressive competition, we offer full monthly management services. In this scenario, you need an experienced team behind you. We monitor your market and campaign as often as needed to give you the edge over every other PPC advertiser in your market.
PPC for Hotels: Our Service Options
For Everyone: Creating and Optimizing Your Hotel PPC Campaign
- Keyword Research: Your PPC campaign is based on a detailed analysis of your hotel and the competitive landscape. We put in extensive research time to make sure we are using the right keyword mix to meet your specific revenue goals.
- 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.
- Landing Page Selection: We help you determine which of your website pages are the best places to land PPC visitors, which helps boost site conversions and reduce bounce rates.
- Campaign Tracking: We ensure that proper tracking is installed on your website, so that you can successfully track PPC conversions and ROI.
- Account Maintenance: Ongoing campaign management includes monitoring your budgets and conversions; testing new ad copy; and adjusting bids/keywords to continually optimize results.
- 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.
For Hotels in Smaller Markets: Training & Consultation
- PPC Management Training: We train your Ecommerce Manager or other team members so you can manage your campaign in-house.
- Quarterly Consultation: Every quarter, we review your campaign and tell you how your campaign is performing and converting. We’ll also make any necessary adjustments or additions, such as expanding your keyword list, changing ad copy, or adjusting bids.
For Hotels in Larger Markets: Monthly Management, Reporting and Consultation
- Total 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.
- Ongoing Research and Consultation: We consult with your team as often as needed 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.
