Beginner’s Guide to Search Campaigns for Hotel PPC
Staying on top of your hotel’s digital marketing isn’t easy, is it? Whether you’re just getting started or you’re an old hand looking to refine your approach, search campaigns are crucial for bringing more guests to your doorstep. With online search being such a massive touchpoint on a traveller’s journey, understanding how to navigate this landscape can have your rooms filled up worry-free. Hotel PPC campaigns aren’t just a series of ads; they are a strategic approach to getting noticed at the right moment, with the right message.
Let’s dive into how your hotel can take advantage of search campaigns to boost bookings and make 2024 your year. From understanding keyword strategies to knowing when to hit pause on an advert, there’s more to it than meets the eye. This blog will unpack the essentials your hotel needs to ensure your search campaigns are not just seen, but also bring in results.
Targeting the Right Audience
Knowing who you want in your hotel is half the battle. Defining your audience is crucial before kicking off any search campaign. Are you appealing to business travellers, families, or couples? Identifying who you’re attracting will help tailor your ads and focus your budget wisely.
Once you’ve pinpointed your audience, play around with demographics and interests to ensure the right people see your ads. For example, if there’s a local event happening and your hotel is convenient for attendees, tailor a campaign specifically for them. It’s about being as specific as possible to reach the most potential guests.
Choosing the Best Keywords
Keywords are the backbone of any search campaign. You want your hotel to pop up when someone searches for a place to stay, so you’ve got to get those keywords right. Look for phrases that describe what your hotel is all about and think from a guest’s perspective. What would you type into Google if you were looking for your hotel?
Include both broad and long-tail keywords. While broad ones capture general interest, long-tail keywords will target guests ready to book. For instance, instead of relying on “hotels in London,” targeting “luxury family-friendly hotels in central London” might bring the right traffic.
Crafting Persuasive Ad Copy
Your ad copy is where you convince travellers to choose your hotel. You’ve only got a few words, so make them count. Clearly state what differentiates your hotel from the rest. Is it the breakfast? The proximity to tourist spots? Or maybe the free Wi-Fi?
- Highlight offers and promotions.
- Ensure the call-to-action (CTA) is strong and clear.
Don’t forget to update the copy regularly to keep it fresh and relevant, especially if you have seasonal deals.
Setting Your Budget Wisely
Budgeting can feel like a gamble, but it doesn’t have to be. It’s all about starting small and optimising based on what you learn. If a certain ad isn’t drawing in guests, figure out why and adjust. For hotels, focusing budget during peak planning times, like holidays or summer, can maximise your investment.
A handy tip: set a daily budget that you’re comfortable with and watch the spend closely. You’ll quickly learn which campaigns deliver bang for your buck.
Using Negative Keywords
Avoiding the wrong traffic is just as important as attracting the right. Negative keywords are essential to prevent wasting your budget on irrelevant searches. For instance, if your hotel doesn’t have a gym, use “no gym” as a negative keyword to filter out uninterested guests.
This small adjustment refines your reach to those genuinely interested in what your hotel offers, keeping conversion rates healthy.
Analysing and Adjusting Your Campaigns
Once your campaigns are live, your job isn’t over. Regularly analyse performance. See who’s clicking, which ads convert into bookings, and what time of year they’re most effective.
- Check key metrics like click-through rate (CTR) and conversion rate.
- Adjust bids and keywords based on performance data.
Learning from this data means you’ll make smarter decisions and continually improve year on year.
Get Started With Professional Help
As the hotel market grows, staying ahead of search trends is vital. Partnering with experts who specialise in PPC management for Hotels can streamline your efforts, ensuring your search campaigns not only run smoothly but deliver the results you need.
