3 PPC Management Tips for Hotels and Resorts

PPC SERVICES FOR HOTELS AND RESORTS

At Optimum7, we know the complexities and challenges of marketing in the hospitality and tourism industry. We’ve created strategic PPC campaigns for hotels and resorts that have increased their online visibility and bookings they receive online.

Some of our PPC services include:

• PPC Management
• Google Search Ads & Display Ads
• A/B Testing
• PPC Audits
• Video Production & YouTube Ads

…and more. To learn more about how Optimum7 can help your PPC efforts, click below and reach out to one of our experts below.

1. CHOOSE THE RIGHT BID STRATEGY

Depending on your goals, you’re going to want to employ different bidding strategies. Conversion-based strategies such as CPA and Maximize Conversions will make a big difference in your operation if you simply want to increase website conversions.

It’s crucial to define your goals as early as possible; going in with unclear goals is a good way to throw money out the window.

It may be tempting to try to go for all of these goals within one campaign, but the fact is that if you send mixed messages to a user, they will get lost, confused, not do most of what you want, and just leave. Ask for one thing at a time.

For the hotel and resorts industry, the most important short-term goals will simply be the conversions and leads.

Long-term goals and strategies, such as email newsletters that create community, establish your business as an expert in the field, etc. will help get a strong footing in your industry and ensure your company will have a longer lifespan and stability.

2. THINK MOBILE FIRST!

Data shows that over half of all web traffic is done so through mobile devices and that number is only expected to increase.

You’ll want to tailor your ads specifically for mobile devices and make sure to test your ads for mobile compatibility before you publish them.

As a result, you’ll see a lower cost-per-click (CPC) from the host platform and higher click-through rates across the board. Google factors in mobile usability when determining ad score, so overall your ad will perform better if you optimize it for mobile viewing.

3. USE A/B TESTING FREQUENTLY TO OPTIMIZE PPC CAMPAIGNS

Ultimately, you need to consistently A/B test your campaigns to get the best results. Many hotel and resorts don’t have time to do so, and make the mistake of treating their PPC campaigns as “set it and forget it”. At that point, it’s better to outsource your campaigns to an organization that can devote consistent attention overtime.

A/B testing in the context of PPC marketing means running two similar ads against each other and comparing their performance. There are numerous factors you can test when you create a PPC campaign.

These include, but are not limited to:

• Your headline
• Your body text
• Your visual elements (videos, photos, etc.)
• Audiences

Often, you will want to maintain your current advertisement, and publish a new one to see if your changes measurably improved your performance.