PPC is a form of advertising which is used for driving traffic to websites. In this model advertisers pay the publisher every time their ad is clicked by a web user. In PPC campaigns on search engines, advertisers usually bid on keywords or phrases which are relevant to their target demographic. These keywords are usually discovered in the preliminary research phase and are thought to be used by the target audience in a search field when researching specific good or services on Internet.
On content sites this is done using a fixed price per click system. PPC advertisements which are also known as ‘banner ads’ are displayed on websites or search engines. Many compatible online platforms that utilize PPC ads, display an advertisement whenever a keyword query matches an advertiser’s keyword list. These advertisements are known as sponsored links or ads, and these can usually be seen adjacent to or above or beneath organic search engine result pages.
A PPC advertising can allow a hotel’s website to display simple texts ads to potential customers on search engine result pages such as Google, Yahoo or Bing. A hotel owner can effectively increase the flow of traffic to his/her website and subsequently its revenue by employing a well managed PPC plan. An efficient hotel PPC promotion can result in big return on investment even with a small budget campaign. Every time a web user who is planning a holiday types in some specific keywords or phrases in a search engine, the PPC advertisements containing similar or exact phrases display with the organic results. This form of advertising can give immediate exposure to a hotel’s website as well as edge over its competitors.
Setting up an effective hotel PPC campaign involves an intensive preliminary keyword research including alternate keywords, negative keywords, related keywords, and even misspellings of keywords. Other important mechanics includes an ad copy for each keyword grouping, defining keyword bids, monitoring impressions and click through ratios (CTR), as well as Key Performance Indicators (KPI). A PPC campaign manager also keeps a periodic check on spend levels, campaign quality levels (which impact cost per click) and much more.
On this note, for a hotel business owner, it is not only essential to spend in an impressive and classy hotel website design, but also to actively invest in the hotels online marketing strategy involving an effective PPC campaign. In an increasingly competitive hospitality industry, these strategies become even more important and essential to set a hotel business apart from its rivals.