There is no denying the impact pay-per-click advertising can have on your digital marketing success, but a successful PPC campaign takes careful planning. It’s important to know what you are doing and how you can optimise your campaigns, as this will put you in good standing to rank ahead of your competitors.
Do Your Research
There is something exciting about hotel PPC, and you might be tempted to rush ahead and get started straight away. However, it’s important to do your research beforehand. There are an endless list of keywords for you to target, but not all are going to be ideal for your business. Popular keywords can be expensive and they will have a lot of competition, so take a look at bid levels and find keywords that are within reach. These are likely to be more niche, long tail keywords but they will still reach your target audience.
Optimise Your Bids
To be successful at PPC advertising, you need to have a bid strategy in place. This will help you to manage your spend and budget, but to also ensure that you have the best chance of securing the keywords that are important to your business. Over time, you might need to adjust your campaign spend, depending on which keywords and campaigns are performing best.
Use Location Extensions
When someone sees your PPC advertisement, you only have a few seconds to grab their attention and tell them as much information as possible about your business. This is why you should enrich your ads with call links, opening hours and directions. Before clicking, everyone knows exactly what you offer and where you are based, as well as how to contact you.
It’s unlikely that you are the only business offering your products and services, and so you need to think about your competitors. To truly take advantage of PPC advertising, you need to think about who and what similar businesses are targeting. As a campaign manager, you can keep an eye on your online competition and outbid them for key search terms. Not only will this ensure that you are showing up for relevant search terms, the key terms that you know are working for other businesses, but it means that you will be found before competitors.
The main aim of hotel PPC is to spread the word and bring in more bookings, and it’s entirely possible to track these bookings. With more people clicking on your website, you are likely to convert more people into paying guests, and this is a sign that your advertisements are working. However, knowing which keywords are the most successful can help you to grow the campaign. Focus your bid budget on the PPC efforts that are working better than others, which will be clear based on which keywords are bringing in the most bookings.
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