Pay Per Click (PPC) is a highly effective marketing strategy for generating traffic on search engines like Google and increasing conversions. You only pay for the number of clicks your ad receives.
To drive more results for a hotel business, PPC is an advertising model that attracts more traffic, users and conversions to your site. Unlike SEO, which delivers free, organic, and long-term results, PCC is paid and provides short term results – ideal for those ‘quick wins’ and driving traffic to time-sensitive campaigns.
PPC For Hotels: How PPC Can Generate More Bookings
With the potential to reach hundreds of thousands of people in just a few hours, hotel PPC is one of the most effective tools for your marketing efforts online. Pay Per Click (PPC) allows hotels to directly target potential guests, ensuring their ads are seen by those most likely to book a stay.
This tool brings your product or services to the right audience – buying customers. If ads were solely charged by the number of view (otherwise known as impressions), this kind of advertising would be restricted to multimillion-pound businesses. However, thanks to PPC, companies with smaller budgets are still able to reach their ideal audience, paying only when a user clicks on their ad.
Attract the right clicks and increase bookings with PPC for Hotels
Just like any other paid media campaign, PPC for hotels needs to follow a series of guidelines to be correctly implemented so you can achieve your desired results. To boost hotel bookings, your PPC needs to target relevant keywords, your ad campaigns need to be optimised, and you need to create engaging ad creatives.
Hotel PPC is an effective method for attracting qualified traffic and clicks to your hotel’s website and increasing reservations. By implementing targeted strategies and optimising your campaigns, you can maximise your hotel’s booking potential.
Additionally, a well-executed hotel PPC strategy helps you compete more effectively with OTAs. It’s no secret that OTAs often bid on hotel brands. To offset sales lost to OTA bids, it’s crucial to manage your hotel PPC campaigns properly and bid on your own hotel brand. This approach ensures you maintain visibility and attract bookings directly, minimising the impact of OTAs on your revenue.
Here are some key tips and strategies to leverage PPC to enhance your hotel’s online presence and drive more bookings.
Creating High-Converting PPC Campaigns for Hotels
Although it may seem easy, creating a high-converting PPC campaign for hotels is not a simple task. It requires careful planning and research before implementation to ensure that the effort and money invested is not wasted on a campaign that will not deliver results…
To simplify the process, here’s five main points for creating and monitoring a successful hotel PPC campaign.
Choose the Right PPC Platform for Your Hotel
Understanding your hotel’s audience is vital as the keywords they use can vary across different platforms. Auto-suggestions on Google and Instagram have changed how people search, often completing or rephrasing their queries.
Context is key to a successful PPC strategy, or any digital marketing campaign. Where your Hotel ads are displayed play a significant role in determining the results you achieve. Choose platforms that match your audience profile, adapt keywords, and implement tailored strategies for better conversions.
Make an effective ads keyword research
Keyword research is perhaps the most important part of structuring a PPC campaign for hotels. It requires time to confirm the keywords chosen attract relevant traffic and achieve better results. To try to identify and analyse search terms that your audience uses, make sure you follow these key elements when doing keyword research for hotels:
Relevance: Ensure the keywords are relevant to your hotel’s services and location.
Search Volume: Target keywords with a high search volume to reach a larger audience. Also, consider keywords with lower search volumes that have higher conversion potential. These keywords may not attract as many visitors, but they can drive quality traffic and higher conversion rates.
Balancing high-volume keywords with these niche terms ensures a comprehensive strategy that maximises both traffic and conversions.
Competition: Analyse the competition for each keyword to find a balance between high traffic and lower competition.
User Intent: Understand the intent behind search queries: do they match the intent of your content and what your audience is looking for? Focus on commercial keywords to assure that your PPC campaign targets users who are ready to book a hotel.
By aligning your landing page content with commercial intent, you can significantly boost conversion rates, attracting users who are more likely to complete a booking.
Use Location Specific Keywords: Incorporate location-specific keywords to attract local and regional traffic.
Write a Compelling Ad Copy for your PPC hotel campaign
Your hotel PPC ad copy must be engaging to attract clicks and drive conversions. Craft compelling headlines that clearly state what you’re offering, like special discounts or offers.
Highlight your hotel’s unique selling points, and detail unique features in the body copy, such as exclusive amenities, exceptional service, or great experiences that guests can’t find elsewhere. Include a clear call to action (CTA) with phrases like “call us now” or “book your stay today” to guide the user’s journey to the desired action.
Ensure the ad is visually appealing and aligns with your branding, and continuously optimise based on performance data to maximise conversions.
Create Optimised Landing Pages for Your Hotel PPC Ads
Creating optimised landing pages for your hotel PPC ads helps convert clicks into bookings. Ensure the headline matches the ad copy, highlights unique amenities and services, and includes high-quality images.
Use clear CTAs and make the booking process simple. Optimise for mobile users with fast loading times and responsive design. Continuously test and refine based on performance data to improve conversion rates and maximise the effectiveness of your Hotel PPC Ads.
Performance Monitoring
Performance monitoring is essential for your hotel’s PPC campaign success. Creating optimised landing pages for your hotel PPC ads helps convert clicks into bookings. Regularly track metrics like click-through rates (CTR), conversion rates, and cost per acquisition (CPA) to evaluate effectiveness.
Use tools like Google Analytics and Google Tag Manager, for proper tracking and analyse keywords, ad copies, and landing pages to optimise bids and targeting. Monitor your budget and ROI to maximise investment returns. Regular reviews enable data-driven adjustments, enhancing your campaign’s effectiveness and driving more bookings.
Arise Hotel Marketing offers a complete package of PPC services for Hotels
Arise Hotel Marketing is a specialised hotel PPC agency dedicated to driving more bookings and increasing revenue for hotels. Our comprehensive PPC services are tailored to meet the unique needs of the hospitality industry, ensuring that your hotel stands out in a competitive market.
