18 Steps to a Perfect PPC Campaign for Your Property

  • 1. Clearly Define Your Objectives

    How can this campaign help aid in overall business objectives? What key performance indicators (KPIs) are in place to measure its success?

  • 2. Know Your Customer

    Research your customer so you can appeal to their needs. In other words, don’t sell snow shovels in Florida.

  • 3. Plan to Measure and Measure the Plan

    Ensure you are measuring KPIs through analytics tracking.

  • 4. Don’t Guess…Test

    Implement A/B testing in campaigns, record results, constantly improve.

  • 5. Keyword Research

    What’s working? What isn’t? Evaluate the success of keywords with the end goal in mind.

  • 6. Add Negative Keywords

    Adding negative keywords to your campaign—i.e., the words and phrases you don’t want associated with your campaign—will drastically improve performance and ROI.

  • 7. Optimize Ad Text

    Identify campaigns performing most poorly. Start by rewriting your call to action (CTA).

  • 8. Bid Strategy

    Increase the cost-per-click (CPC) for keywords you want to identify with, decrease the keywords that just aren’t paying off.

  • 9. Brand Campaigns

    Ensure brand campaigns aren’t limited by budget. At the end of the day, these will provide your largest ROI. CPC is low, and ROI is high. Everyone wins.

  • 10. Top of Results

    Make sure your settings promote your ad at the top of page. This is especially important for brand campaigns. Don’t lose sight of CPC, as top of page results will cost you more.

  • 11. Ad Scheduling

    Limit ads to popular hours of the day. Your budget can be depleted by the time customers are ready to purchase. (Hint: Late afternoon and dinner time are when the cash register really starts to ring.)

  • 12. Emphasize Rates and Packages

    Include prices in your ad text. Dollar signs draw attention.

  • 13. Use PPC Ad Extensions

    Not only does this increase your search real estate, but it allows your property to promote amenities, packages, and great reviews.

  • 14. Add “Click to Call” Button

    Mobile users account for over 50% of all searches. Make their lives easier (and yours) by giving them every opportunity to call your hotel.

  • 15. Search Remarketing

    Treat users who have visited your site already differently than those just beginning their buying process.

  • 16. Compare Organic vs. PPC Performance

    Create synergy between the two, and gain valuable insights about what keywords are outperforming the rest.

  • 17. What People Actually Search For

    Use the search terms report to find out what guests are searching for when your ad triggers. Not only does this help pinpoint successful keywords, it will help isolate negative keywords.

  • 18. Whose Bidding Against You?

    Keep an eye on the strategy of online travel agencies (OTAs) and your competition by using the auctions insight report.

  • Get Your Free Copy of A Brief Guide to Pay-Per-Click (PPC) for Hotels and Resorts

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