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Results are in — Americans aredetermined to travelin 2022 and beyond, and trends show an overall increase in travel spending. Vacation rental bookings are also up, with most guests stayinglonger than seven days.
There’s no better time to revamp and double down on yourvacation rental marketingplan, and PPC advertising is a good strategy to start with.
Traffic attracted through PPC advertising yields50% more conversionsthan organic advertising.
Are you leveraging PPC in your marketing efforts? Let’s get started.
View the GuideWhat is PPC advertising?
Pay-per-click (PPC) advertising is a type of digital marketing thatlets you place bidson different text, video, image, and search result ad space across the Internet. You’ve probably seen them in the form of top results on the search engine results page (SERP) or as a banner on a website page.
The PPC model lets you choose the maximum amount you’re comfortable spending on a single ad campaign, and you only pay for how many times a user clicks it.
How PPC can improve your vacation rental ads
When a searcher sees a paid ad in the SERPs or on a website, it’s because they searched for something similar to the product or service advertised, making them an already-warm lead.
If they click your paid ad, they will be taken to the landing page of your choice, whether that’s a contact form to fill out for more information or a reservation page to browse upcoming availability at your rental.
A PPC campaign should be part of everyvacation rental advertising planbecause:
- It boosts your visibility:With82% of all revenuein the vacation rental sector predicted to come from online sales by 2026, you’ve got to be sure your rental is visible to as many people in as many relevant places as possible. Users who click on a PPC ad are50% more likelyto book a stay than those who click on a regular search result.
- Cost management is simple:Effective rental management involves allocating enough funds to each area of ownership and management per month, like maintenance and repairs. PPC lets you choose the maximum amount you’ll pay for your ad campaign, so it’s easy to incorporate it into your advertising budget without any surprise costs.
- You’ll stay competitive:Like it or not, your competitors likely already take advantage of PPC and other paid digital advertising. Since the top three paid spots in SERPs getnearly half of all page clicks, running your own campaign is the best way to stay competitive.
- It’s a versatile option:PPC is flexible and easy to adapt to your current marketing goals because you choose the places you want to bid on an ad and the types of users you want to target.
What to expect when marketing your vacation rental property with PPC ads
PPC campaigns work differently based on ad type and location. For example, Google decides where your paid ad shows up in its SERPs by factoring in your bid amount, the ad quality and its relevance to the searcher, your ad rank in terms of keyword usage, and more.
On average, a PPC campaign takesabout three monthsto start generating noticeable results if you’re starting from scratch. However, it could take more or less time, depending on how competitive the bid auction is, what kind of ad you use and whether you create it on your own or outsource it to a professional.
The cost of PPC ads
A paid ad in Google SERPS has an average cost-per-click (CPC) of $1.16, and most companies spend about$9,000 to $10,000for a monthly campaign. Unless you outsource to a professional marketing agency — which adds anywhere from$350 to $5,000 monthly— you should also factor in these expenses:
- Finding, hiring, and training someone to design the advertisement and manage the campaign
- Necessary research tools like data analytics programs and keyword research databases
- A/B testing to determine which ad type, location, and audience gets more leads
Should you outsource?
Outsourcing your PPC campaign— or all of the digital marketing for your vacation rental — to a professional saves you time, optimizes your investment, and gets you access to industry-leading resources and experience.
Instead of wasting valuable marketing dollars on A/B or trial-and-error testing, a PPC pro can determine exactly where your PPC ad will work the best and conduct all the ad creation, bidding, monitoring, and analysis over the campaign’s duration.
PPC management plansfrom WebFX also include:
- Keyword analysis for improved ad ranking.
- Channel targeting to identify, find, and reach the right audience.
- Landing page creation with calls to action that convert.
- Ongoing testing and monitoring to maintain your ad’s rank and track success.
- Competitive analysis to see what your top competitors are doing to optimize your strategy.
Letting someone else take care of PPC advertising for your vacation rental means you and your team have more time to focus on your business and wow your customers with your service, amenities, and quality.
Meet WebFX:
Your world-class, tech-enabled marketing agency with over1.6 millionhours of combined expertise.
Learn more about WebFX’s marketing strategies for vacation rentals
With decades of experience earning clientstop spots in PPC campaigns, WebFX knows how to create a marketing strategy that works. We currently manage more than $120+ million in annual ad spending and have a team of hundreds of professionals specializing in everything from market research and ad creation to Google Ad ranking and campaign management.
Already have a PPC campaign? We can look at what you’ve got — we’ve found that clients who use our proprietary toolMarketingCloudFXsee a 20% improvement in existing PPC runs.
Whether you’re looking for a one-time campaign or want hands-on help determining the best way to market your vacation rental, we’ve got you covered.Request a free proposaltoday to learn more!