Beginners Guide To PPC: Preston Businesses
Looking to boost your Preston hotel’s bookings through captivating ad copy? You’ve clicked on the right post. Even in today’s digital age, a well-crafted ad can be your secret weapon. Since the hospitality market in Preston has its unique characteristics, understanding how to address them in your ad copy is essential. Whether you’re targeting tourists eager to explore the Harris Museum or business travellers attending events at the University of Central Lancashire, your words can make a significant difference.
By weaving in local insights and tapping into what makes Preston special, your ads can resonate on a personal level. If your goal is to improve click-through rates and ultimately increase bookings, you’ve got to get the wording just right. Take a look at PPC for focused advertising that targets potential guests effectively. But first, here’s a guide to sharpening your ad copy so it speaks to prospective visitors better than any stock image ever could.
Understand Your Audience
The first step in writing effective ad copy is knowing who you’re talking to. Not all hotel guests in Preston are the same. Are you targeting families visiting the Guild Wheel or solo travellers enjoying the Ribble Steam Railway? Identify your audience, and your message will resonate much more strongly. Research past booking data to understand your typical guests. This insight can guide the tone, language, and length of your ad copy.
Highlight Unique Selling Points
What makes your Preston hotel stand out? Is it your locally-sourced breakfast, impeccable views of Avenham Park, or proximity to the city centre? Use these unique selling points as cornerstone elements in your ad copy. Guests typically compare several options before booking. Highlighting what makes your hotel different helps them choose you.
Be Direct and Engaging
Directness is key in ad copy. You only have a second to grab your viewer’s attention. Use straightforward language and avoid fluff. “Book direct for a 20% discount” speaks louder than “Enjoy various savings.” Ask questions or include calls to action that invite interaction, like “Ready to explore Preston?” or “Join thousands who chose comfort.”
Showcase Local Attractions
Your hotel isn’t just a place to sleep; it’s part of the Preston experience. Highlight nearby attractions that might tempt visitors. Whether it’s a short stroll to the bustling Fishergate or a quick tram ride to the charming Winckley Square, let people know what they can easily access when they stay at your place. This context enriches your offer and presents your hotel as part of the overall adventure.
Lean on Social Proof
People trust people, so include any accolades or recognitions your hotel has earned. Positive reviews from past guests often provide compelling social proof. Maybe your hotel was praised for “excellent service” or for being the “most welcoming stay in Preston.” Incorporate these into your ad copy, whether as direct quotes or subtle endorsements like “Join our satisfied guests.”
Incorporate Time-Sensitive Offers
Urgency can drive action like nothing else. Special promotions tied to Preston events, such as the Lancashire Encounter Festival or Christmas markets, can encourage bookings. Let your readers know that these deals won’t last forever with phrases like “available this month” or “while rooms last.”
Use Bullet Points for Easy Reading
When detailing amenities or specific offers, bullet points can work wonders. They break down complex information into an easy-to-read format. For instance:
- Free high-speed Wi-Fi for all guests
- Complimentary breakfast buffet
- Room service with local favourites
Test and Tweak Your Copy
Finally, remember that successful ad copy isn’t static. Regularly test different headlines, offers, and calls to action. What worked last year might not be galloping in 2024. Use analytics to see what’s delivering results and adjust accordingly. A/B testing can help fine-tune your approach. Keep your message fresh and responsive to changes in guest preferences.
Looking for more support or want to ensure your PPC campaigns succeed? Check out our PPC Management in Preston. We can help map out a strategy that converts clicks to bookings, making sure every word in your ad counts where it matters most.
