Beginner’s Guide: Common PPC Mistakes Hotels Should Avoid
As we head into 2024, the importance of reaching potential guests online can’t be understated. With more travellers turning to search engines to book their stays, Pay-Per-Click (PPC) advertising is a vital tool in your marketing arsenal. When executed correctly, PPC can bring more guests through your doors. However, it’s also an area rife with pitfalls that can lead to wasted budgets and viewers without conversions. That’s why it’s crucial for your hotel to sidestep the common mistakes. If you’re new or looking to optimise your current strategy, check out our Hotel PPC services to ensure you’re starting off with a strong foundation.
Navigating the PPC world without making costly errors can be challenging. Especially for hotels, where booking seasons, client expectations, and competition are robust. The stakes are high because mistakes don’t just cost money; they can lose future bookings too. In this post, we’ll dig into the deeds you should steer clear of in your PPC campaign to get the best return on your investment.
Ignoring Negative Keywords
For hotels, specificity is key. Negative keywords prevent ads from appearing in irrelevant searches. A national ad campaign isn’t always the best choice for a boutique hotel. Build a list of negative terms to avoid irrelevant clicks. Have regular checks and updates since trends and guest behaviours change.
Broad Match Overuse
If you rely solely on broad match keywords, you might cast too wide a net. This can attract people who aren’t interested in booking a room or looking for something unrelated. Consider using a mix of match types: phrase match and exact match for more control. This way, you target folks who are genuinely interested in your type of hotel.
Not Using Location Targeting
Location targeting is a game-changer in the hotel industry because many guests search for local accommodation. Failure to utilise location targeting could mean your ads show in regions where potential guests aren’t planning to visit. Tailor your ads to specific locations, especially during events or seasons when tourists flock to certain areas.
Poor Ad Copy with No Call to Action
No one wants to spend all their time and resources on a campaign that fails due to weak ad copy. Focus on clear, concise language and ensure every ad has a compelling call to action. You want the potential guest to know exactly what step to take next, whether it’s booking a stay or visiting your website for more information.
Overlooking Mobile Users
The importance of mobile optimisation has only increased over the years. If your hotel’s PPC ads haven’t adapted for mobile, you’re missing out on a significant chunk of potential guests. Ensure your ads and landing pages are mobile-friendly by regularly testing them on different devices. Users should have a seamless experience from click to conversion.
Not Tracking Conversions
Understanding where your bookings come from is vital. Without tracking conversions, you’re flying blind. Set up proper tracking to know which ads are driving bookings and which aren’t. This lets you focus on strategies that work and adjust others as needed.
Ignoring Competitor Ads
Failing to review what your competition is up to is a missed opportunity. Do some research into their tactics and see what you can learn. Knowing their keywords, strategies, and ad creations can give you insights and ideas to improve your campaigns. If they’re offering packages or value-added services that you aren’t promoting enough in your ads, include them.
Staying Compliant with Guidelines
Ignoring advertising guidelines can get your ads disapproved or worse, your account suspended. It’s essential to familiarise yourself with the latest rules to ensure your campaigns run smoothly. Regularly visiting the platforms’ help centres is a prudent step.
The Importance of A/B Testing
Finally, if you haven’t been A/B testing your ads, now is the time to start. Testing allows you to determine which elements of your ad copy resonate most, whether it’s the wording, the layout, or the imagery. Experiment methodically to constantly improve your conversion rates.
These mistakes can cost your hotel not only financially but in brand reputation and missed growth opportunities. As you streamline your PPC strategy, avoid these pitfalls to make sure your hotel stands out for all the right reasons.
Ready to take your PPC to the next level? Check out our PPC management for Hotels.
