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PAID SEARCH MARKETING

Paid Search Advertising, also called sponsored listing or Pay Per Click (PPC), is when an advertiser places an ad on a host site and pays each time the ad is clicked. If your hotel advertises on a Search Engine such as Google you will have to bid on keyword phrases that your target audience may search on. Your ad will appear on the top or right hand side of the search engine results page when that specific keyword is searched.

Paid Search Advertising Services:

Keyword Research

Keyword Research is critical to your PPC campaign. We will research which words and phrases your target audience typically searches on and 'bid' for these words. It is helpful to test specific keywords in multiple ads to learn which are most effective.

Creation and Optimization of Ads

O'Rourke will create your PPC ad with relevant targeted messaging and dynamic keywords. By analyzing the metrics we can see which keywords draw the most clicks from your target audience. Our PPC services are focused on Sponsored or Content Match Advertising as offered by Google and others.

Management of Daily Ad Spend

Your daily ad spend is what you are willing to spend per day on your PPC campaign. If you place your ads on the search engine results pages, you will have to 'bid' on the most relevant keywords and phrases. We will analyze statistics on impressions, click-through rate, and cost-per-click to see which ads perform the best. Based on these reports we will make adjustments to your campaign until you get the best results at the lowest prices.

Landing Page Identification

When a potential customer clicks on your ad it is crucial that they are taken to a relevant landing page. We will help you identify, or create, an effective landing page that will motivate visitors to make a conversion. See Landing Pages.

PPC Tracking and Analysis

There are many ways to report on the success of your PPC campaign. We will generate reports for you which will track the performance of your account, campaign, ad group, ads, and keywords.