When selecting keywords for your hotel PPC (pay-per-click) advertising campaign, it’s tempting to pick words and phrases that seem to make the most sense, such as “hotels in San Francisco” or “hotels near Yellowstone.” In reality, this is a good way to burn through your PPC budget in nothing flat.
Before you target your keywords, you need to target your campaign. Ask yourself what goals you’re aiming for when you set up a PPC advertising effort.
Are you staking out your territory?
If your goal is to prevent your competition from highjacking your hotel’s name to drive traffic to their web sites (hey, it happens), allocate a healthy amount of campaign dollars toward keywords that include your hotel’s name. If this sounds like a no-brainer, it is—so much so that its importance is often underestimated. You may not even be aware you’re being “brandjacked” until you investigate why your previous hotel PPC campaign was unsuccessful.
Do you want to attract customers looking for hotels in your region?
Another way to target your hotel PPC campaign is to go after travelers who are already planning a trip to or through your area. Let’s say your hotel is located near a professional sports team’s game venue. The team’s top rival is coming to town for a game on a certain date. Therefore, you already know customers will be looking for “hotel near Giants stadium” or “hotel near Fenway Park,” and pretty much when they’re going to be searching. Voila, you have the keywords and the time frame for your hotel PPC campaign. This is one of the most efficient ways to spend your PPC dollars.
Are you looking to establish your brand name?
No way around it, getting your hotel’s name in front of as many eyes as possible is an expensive proposition. A branding mission is the most expensive type of hotel PPC campaign, but if your hotel is new on the block, it’s still a bargain compared to other types of traditional advertising.
Establish Your Presence
One ever-present goal is to make customers aware your facility exists, so it’s essential that you make every click count. How? By ensuring that every customer who clicks on your PPC link is greeted with a top-notch landing page that’s attractive, informative, and functional.
SmarteHotels.com can help you build a hotel PPC campaign that pops. Contact us today!