In the world of internet marketing, Hotels mostly prefer SEO campaign. And why not, it is the best way to gather traffic. But there is one more approach which can be very effective, hotel PPC ( pay per click) marketing.
In your Hotel PPC campaign, you will pay for the visits on your website. I would like to quote Wikipedia here
Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.
PPC is an important internet marketing approach for your hotel along with SEO and content marketing. So let us discuss some points to extract most of out our PPC campaign.
Just like your hotel SEO campaign, you will have to target keywords in hotel PPC campaign also. Although things are a bit complex here as you are investing money.
What we are looking for as a hotel owner or manager is a list of keywords that relevant to our hotel and are low-cost but high performing.
We must exclude high rated keywords that do not perform well.
For relevancy, we should also target long-tailed keywords.
You must invest your time in your keyword research as you do not want to make a mistake here. A single mistake will result in the loss of resources. Look for a keyword which is relevant for your potential guests and is related to your hotel.
We are targetting a high rate of conversion with our Hotel PPC campaign that is why who sees your ad is very important.
As I am paying for every click, I will never want a person to click on my hotel ad if he is not even interested in booking my hotel and he just came across my ad because of my wrong choice of keyword.
Ergo, take your keyword research seriously.
There are many platforms out there on which you can hold your hotel PPC campaign. But our desired platform should be the one that has a high number of visits per month.
Some of the best platforms are Google, Yahoo, Bing, and Facebook. Google is the most successful.
These platforms also provide you interfaces where you can manage your campaign.
Although search engines and social media platforms are very global still while selecting a platform you must keep the regional aspects in mind too.
Google is the most successful search engine but there are some search engines that are very popular in some specific regions. For an example, Yandex is more popular in Russia with 62% share than Google with a 26% share. Similarly, Yahoo Japan is popular in Japan.
So must keep this in mind too.
Do not target just a single platform, go for a multi-platform approach for the highest number of visits
In the hospitality industry, the occupancy largely depends on the seasons.
If you have a beach resort you expect high occupancy in summers than winters. So starting your hotel PPC campaign in winters is nothing but a waste of resources. And also do not wait for the summers, as when your campaign will groom you will have lost the best of the season.
So you have to strike at the perfect timing. Not too soon and not too late.
You can rely on the past data of your business. Analyze when you have the highest occupancy and not only highest occupancy but you must also note down the period when people make the maximum number of bookings.
As most of the people make their bookings in advance so your targetted time should be a bit earlier than the season when everyone is searching for a hotel.
It is your ad copy which is going to attract people to your website and decide how much your hotel PPC campaign is successful. It will be your facade in the SERPs. So make an ad copy that is highly targetted to your potential customers.
Try to be specific and personalized in order to get the maximum ROI. Try to put your maximum in the limited space you have got to write your ad copy.
Your ad text should have your main keyword, a lucrative offer and a clear call to action.
Also, use ad extensions. Ad extensions can be your contact number, address, and ratings. They also have an important role to play. Ad extensions create a feeling of authenticity in your ad copy.
You must optimize your landing page in order to have a clear call to action and high conversion rates. You have done all these efforts just to bring people on your website. If you do not have an attractive landing page that is not able to make conversions then your Hotel PPC campaign is a waste.
Use a booking engine like QloApps on your website in order to get direct bookings. Keep in mind if someone clicks on your ad then you will have to pay for it. So you must allure that person to make a booking.
Try to make the booking process as easy as you can. The simpler the booking process is the higher the chances of getting your desired ROI.
Also, most of the searches these days are made on mobile devices. So make your hotel website highly responsive and optimized for small screens.
With Hotel PPC campaign we make investments in internet marketing and expect a return on our investments. The aim of Hotel PPC campaign is to get you clicks on your website. It will be your website that will ensure conversions. It will be the value of the services you are providing.
All marketing campaign fails if you do not have the worth for money service. After all, all these arrangements are for the customers. And if the customers are not satisfied then it will have a great negative impact on your business.
We aspire to serve the hotel industry with our product QloApps and that process we have taken a step forward by launching the QloApps Forum. So please raise any of your issue on our Forum.
For any kind of technical assistance, just raise a ticket.