Learn How to Enhance Your PPC for Hospitality

It can be challenging for individual hospitality businesses to earn a high placement on search engines organically, but you can give yourself an edge over the competition with pay-per-click advertising or PPC.

At WebFX, we’re here to help businesses in any industry improve their marketing campaigns. Call us at888-601-5359to speak to one of our PPC experts, and keep reading for more tips on transforming your hospitality PPC campaign.

What is PPC?

Pay-per-click advertisingis a popular marketing option in which an advertiser will pay a fee each time a customer clicks an ad. PPC is a powerful tool for hospitality companies trying to promote services like online travel bookings. Since the searcher may have their credit card in hand while looking for hotels, it’s critical to ensure your ads are present to attract their attention over your rival hotel across town.

The number of clicks your link receives dictates the amount you must pay for the campaign, making it a cost-effective way to drive traffic to your business’s website. Also, it’s important to note that your PPC campaign can also attract travelers who are not as close to booking and make them more likely to reserve a room at your hotel when they decide to take their trip.

8 steps to enhancing your PPC campaign

创建一个成功的PPC活动是至关重要的growing your hospitality business. Without making a set PPC plan, you risk losing valuable resources. Some steps to follow to create a PPC strategy for your business are:

1. Establish your objectives

The first step in any successful PPC campaign isestablishing your marketing goals. Your ideal growth goal and how fast you wish to achieve it will set the tone and direction of your PPC strategy.

2. Set your budget

As youset your budget是现实的,多少你愿意pend. Depending on your platform and the keywords you target, you could be paying a couple of dollars per click, which can add up over time.

3. Perform keyword research

After establishing your goals and budget, you will need to perform keyword research. Keyword research is aPPC optimization strategywhere you find the best keywords to target and bid for your campaign. An excellent first step in keyword research is to list terms your audience may search for or ask if your audience is looking to buy a product or find more information when they search.

4. Perform competitor research

Research your competitors to see which keywords they are using, and adjust your marketing strategy based on what you find. Once youunderstand your competition better, brainstorm how to deliver your brand message more effectively.

5. Structure your campaign

It’s essential tostructure your hospitality PPC campaignso that the right people see your marketing messages. Some vital tips to keep in mind when structuring your campaign include:

• Choose relevant topics.
• Attach your ad budgets to campaigns.
• Ensure you don’t have too many ad groups in your campaigns.
• Target valuable and relevant keywords.

6. Create your ad

After learning the structure of your PPC campaign, it’s time to create the ad. It’s essential to knowhow to write an effective PPC adthat is direct and engaging and appeals to your target audience.

7. Design a high-converting landing page

To create an effective PPC campaign, have it link to ahigh-converting landing page. As you develop your landing page, follow these tips:

• Keep your marketing goals in mind.
• Ensure the design is simple.
• Create a compelling call to action.
• Add a video to generate leads.
• Include reviews or testimonials.

8. Launch your campaign and review your performance

After launching your PPC campaign,check the analyticsand evaluate if your campaign is performing correctly. If needed, adjust your strategy until you see the results you want.

PPC best practices

To help your hospitality business command the top spot on search engine results pages, use the following best practices when creating your PPC campaign:

Hone your target keywords

Pay-per-click advertisements are only as good as thekeywords you target. You wouldn’t want the ad for your business to appear when someone is searching for an unrelated topic. Focusing on long-tail keywords can also help your business reach your ideal customers.

Adjust your hotel ads for mobile devices

As you create your PPC campaign, you must consider what your customers are using to search for your business. For example, if your guests are primarily searching on mobile devices, you may want to consider how your ads will appear on mobile andoptimize accordingly. Mobile usersoften purchase last-minute hotel reservations, meaning that creating an ad campaign with urgent messages or specific offers can generate higher click-through rates.

Place emphasis on the quality of your ads

A Google quality score is anumber Google will assign to your PPC campaignbased on relevance, click-through rate, and landing page experience. Your campaign should focus on the following to achieve a higher score:

• Keyword relevance:Your campaign will be more successful when you choose keywords specific to what searchers are looking for.
• Landing page experience:The landing pages for your campaign should be relevant to what your potential guests are searching for. Google will also crawl your landing page to determine user experience and your content’s relevancy.

Incorporate extensions for callouts and offers

Google allows advertisers to feature extensions on their PPC ads, enabling users to interact with the ad to learn more information, place a call, or take advantage of a promotion.

Some of the most beneficial extensions for the hospitality business include:

• Location extension:Shows searchers where to find your hotel on a map.
• Call extension:Allows hotels to add a link to a phone number to make reservations.
• Sitelink extension:Lets you feature multiple links to rooms, restaurants, and other high-converting pages.
• Review extension:Showcases customer testimonials and reviews.
• Callout extension:Enables your hotel to highlight important features such as a specific service or special offers.

Enhance your PPC campaign with WebFX

If you’re ready to start or enhance your PPC campaign, WebFX is here to help. We are a full-service digital marketing agency with over 25 years of experience managing PPC campaigns andoffering other servicesfor various industries. Ouraward-winning teamknows how to create successful advertisements that convert visitors into paying customers.

Call us at888-601-5359orcomplete our online contact formto learn how we can help your hotel attract more guests today!