Brand Terms & Paid Search – Why Hotels Should Capitalize
Being that paid search accounts for nearly 2/3 of clicks via keyword searches on search engines – what are you waiting for? Learn how the paid search channel and dedicating budget on your brand name can deliver revenue generation and benefit your property.
Advantages of Paid Search
The hotel industry is a very competitive market in the search channel. Neglecting brand
- Quality Scores
- Lower Cost-Per-Clicks
- Higher Direct Revenue
- Higher Conversion Rates
- Higher Impressions, Clicks, and Clickthrough Rates
Without bidding on your brand terms, paid search will not provide the type ofperformance desired.
It's all about Collaboration!
Search Engine Optimization (SEO) and paid search efforts have always been a jointaffair. It's inaccurate to describe the relationship between paid and natural search results as a competition since they support one another.
For paid search, most individual properties have monthly budgets that don't approachthe potential spend, which limits your relevance. And in natural search, there's no guarantee a hotel will show in a brand search query too. A majority of the time, if SEO best practices are in place, both are shown on the same search results page. The benefits of utilizing both are more real estate, higher reach & retention, free advertising and revenue.
When both ads show in the same search result, brand awareness and the probability ofa clickthrough both rise. In paid search, ad extensions are utilized and seen if ads show at the top.
Reach & Retention
Opportunity appears in search results when maximizing the total possible relevantsearch results for the brand name of a hotel property. Since most travelers who search brand terms already know the hotel property, it makes the search results a vehicle of brand retention.
Paid search is a pay-per-click basis, so any ads that aren't clicked are a way offree advertising for hotels. It's a branding mechanism that creates reach and awareness to potential guests that incoherently drives the brand message.
This speaks for itself. More search real estate means more traffic and direct websiterevenue.
New Devices – The Future
As mobile and tablet searches continually evolve, so does the question of which deviceis more important to advertise on. Which contains the most potential for revenue, and at what stage during the conversion funnel are guests using these devices? The device doesn't dictate the stage of the search funnel process. It still lies within the search queries; brand search queries historically are at the end of the shopping and booking phase of online search activity for guests.
Casting a wide net on the array of devices paid search ads show on for your brand namegives you numerous opportunities to increase direct paid search revenue. Placing further importance on this initiative is the fact that mobile searches are traditionally on the rise and are forecasted to surpass desktop searches by 2014. Maximizing exposure for the ads focused on your brand name has never been more pivotal to ensure profitable success. By expanding your investment portfolio of paid search on multiscreens, you maximize return on investment. In an ever evolving landscape of searches, it's survival of the fittest in digital travel marketing; you either evolve, or get left behind.
Kristen M. Poillon
Director of Corporate Marketing
Phone: (904) 389-1130 x 171