Have you heard the term "you have to spend money to make money?" With pay per click advertising, the saying couldn't be more true. The beauty of PPC is that you make more money than you spend, and you generate sales leads who had no idea you existed. By bidding on your own brand terms, you are taking control of where the web surfer ends up and rise to the top of search results for specific search phrases. That means postive return on investement and plenty of new customers! For the hospitality industry, it’s especially important to bid on your own brand via PPC because the online travel agencies like Booking.com and Hotels.com bid on your brand term and draw visitors to their website instead of yours. If you see the example below, when I searched for Hanalei Colony Resort, the paid ads appeared higher in search results than the website, and finding the actual website is like an Olympic hurdle tryout once you get sucked into the alternate website.
Bidding on your own brand terms actually doubles your visibility in search results and reinforces your brand to the searcher, providing multiple results for the first page search. Organic search results mixed with PPC have proven to increase click through rates to websites, according to Google. The graphic below shows what happens when PPC is reduced to zero. It’s clear that you’ll miss out on potential conversions by strictly rely on organic search results when you have the opportunity to display twice for a term.
With PPC, you can analyze which terms are most effective using tools like Google Adwords and Google Analytics and even determine the cost you’ll be spending to stay on top of the search engines. You can determine the cost of the first page bid and set your bid higher so your results show above other advertisers.
With more travel and review websites emerging, RezStream suggests alocating a budget towards search engine optimization and paid advertising such as pay per click. How much is a click to your website worth? Find out what your competitors are paying and pay a little more. With time, careful attention to detail and control of your own keywords, PPC mixed with SEO is a surefire way to generate new customers and increase website traffic. About Company: RezStream is an internet marketing agency located in Denver, Colorado that offers hospitality solutions including web design, SEO, reservation software and booking engine