News for the Hospitality Executive
4 Ways to Maximize Returns from Your Pay-Per-Click Campaign.
November 2009 - Your hotel’s pay-per-click marketing campaign can only realize a high return when it’s targeted towards your most responsive market. With the help of the right Internet marketing company, you can execute an ROI-centric PPC campaign that consistently produces a high level of conversions to help you achieve your short-term and long-term marketing goals.
Ways to Maximize Returns with PPC Marketing
There are several specific strategies you can use to maximize your returns with a PPC campaign. Some of the most effective ways to increase ROI include:
1. Remember that your end goal is maximizing ROI. There are dozens of ways to increase impressions and reduce your cost-per-click with PPC marketing, but if these methods don’t result in conversions, you will be wasting your marketing dollars. In many cases, targeting keywords that encourage making a purchase -- rather than targeting keywords that people use to research information -- is more expensive. However, this difference in price will usually be made up in improved ROI.
2. Make sure the marketing agency is matching your landing page content to targeted keywords. After the keyword research is complete, make sure the content on your landing pages contains a high percentage of each keyword or keyphrase and unique content. For example, if the keyword revolves around the proximity to an attraction but the landing page doesn’t mention the attraction, you’re less likely to realize strong conversions.
3. Leverage the power of geo-targeting. Geo-targeting can improve the effectiveness of the campaign. Target your feeder cities so that you’re only marketing to the most responsive markets. You’ll find that conversions improve and you are spending less to attract only highly qualified leads. Dissecting your target market into regions is still one of the most effective ways to generate quality traffic for your property season after season.
4. Clearly communicate your goals to your marketing company. Make sure you’re clear about what you expect from your marketing company and be open-minded when they offer advice. An experienced SEM company will have insights about your hotel’s online marketing strategy that you might not have considered otherwise.
Make sure your campaign is on the right track by maximizing ROI with the right types of keywords, creating unique landing page content, leveraging the power of geo-targeting and being clear about your online marketing goals. Hotel pay-per-click marketing campaigns are very different from PPC campaigns designed for retailers and other businesses, so you need to work with an agency that specializes in hotel marketing and has several years of experience using the latest SEM tools and methods.
This article was produced by eMax Hotel Internet Marketing. For more information visit www.emaxhotelmarketing.com
eMax Hotel Internet Marketing
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