Competing with others in today’s fast-paced business environment is hard—especially for hotel owners. With the introductions of the OTA’s independent hoteliers must maintain razor-thin margins to stay competitive, but even at ultra-low prices, getting customers in the door can be a struggle. There’s nothing easy or pleasant about it; more business professionals want a piece of the pie and customers want the most convenient and affordable—not necessarily just the most delicious—pie. This is where our intro to PPC comes into play.
To find success in the crowded hotel climate of today, you need an edge on the competition.
And that edge is pay-per-click (PPC) marketing. Luckily for readers, this intro to PPC contains all of the information required to not only get started, but to succeed using this ever-popular marketing platform.
But before we get into the specific information that will help your hotel thrive with PPC marketing, let’s take a look at what exactly PPC marketing is.
What is PPC Marketing and What Exactly are AdWords?
What sort of intro to PPC would this be without a brief explanation of what the marketing style is?
More seriously, PPC marketing is a style of online advertising in which one is able to market his or her product, service, or in this case, hotel stay, to customers who may very well be interested in what is being offered, as he or she will see the advertisement because recently searched keywords match-up with pre-chosen keywords behind the
advertisement (AdWords). Basically, if someone searched for “hotels in Candyland”, a hotel in Candyland—based upon the selected search term and the searcher’s online behavior—would pop-up.
What’s truly great about PPC advertisements, though, is that the business or professional who is running an ad won’t have to pay unless a customer clicks on the ad (hence the title, “Pay-per-click”). For those who have struggled with “impression-based” advertising in the past—where an ad is displayed to uninterested individuals who, after deciding not to click, still cost the advertiser money—this is a very big deal. And while these clicks may very well cost more than an impression, it’s important to remember that they are also much more effective.
In short, PPC marketing is an exposure-heavy and cost-effective form of advertising wherein companies and individuals are able to show their specially designed advertisement—even if it consists purely of text—to potential customers who are likely to be interested, as demonstrated by their recent searches (which correspond with AdWords, or pre-designated search terms that determine when and to whom the advertisement will be broadcasted), geographic location, and demographic. Also, advertising to these individuals is cost-effective and more likely to produce results, as advertisers pay for clicks as opposed to simple impressions. To make money, advertising professionals will need to find the interested customers who show intent, and entice them to click. This mutual interest in success is what has allowed so many to amplify the popularity and the profits of their business, service, and/or establishment.
PPC marketing could be your hotel’s ticket to success. But naturally, you may not be completely sold yet. Let’s expand upon this intro to PPC by taking a more specific look at how exactly it will benefit your hotel.
How Can Hotels Benefit From PPC Marketing?
Hotels can benefit from PPC marketing in a number of ways.
First, PPC marketing allows potential customers as opposed to random clickers to be reached. This is once again possible thanks to the tried-and-tested keyword research behind PPC; if you research keywords that are perfect for your hotel, your website’s visits
—and your business—will increase shortly after. There’s certainly some comfort in knowing that interested individuals will be presented with your ad based upon their recent searches, as the idea of random advertisements being placed all over the vast internet, while the person or persons running them pays for impressions, is worrisome.
Also, PPC marketing will help your hotel in that it will comfort and inform potential customers. In today’s internet-centered age, the reality is that most people turn to the web for information and data before making a decision—even booking a hotel stay. If a friend or family member recommends your hotel to someone, there’s a good chance that he or she will search for it online; to assure that your establishment is listed over the others (especially when searched for by name), PPC marketing is a must.
Now let’s take a look at the definitive, industry-leading PPC professional.
What PPC Resources Should You Try?
While all of this information certainly sounds great, there’s a good chance that you’re feeling overwhelmed right now; how in the world should I go about utilizing these services, you may be asking?
There are a few ways that you can go about it. If you are anything like me, then you might want to tinker around a bit. If this is you, then you will want to take a look at the following resources:
A wealth of pay per click guides can be found at:
Always Handy PPC guide by Moz:
Wordsteam also has a great PPC training course:
Learn PPC step by step the Google way:
Get your introduction to Google AdWords and much more:
More Google PPC training:
On another note, we also offer these services:
Since 1996, E-Marketing Associates has been providing hotel owners with the best possible PPC services, to assure that the most possible customers are reached. Feel free to reach out to us with any digital marketing questions you may have.