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Paid Search Event Promotion

Paid Search campaigns are a great strategy to target specific events such as concerts, sports and meetings. Since the events are short term focused, launching a good landing page with enticing ad copy will help bring more conversions and revenue.

  1. Landing Page: Appealing USP with Keywords
    • Use your hotel’s unique selling points in the landing page content to help differentiate your hotel from the competition.
    • Make pricing information easy to read on the landing page to draw conversions easily.
    • Make sure you include similar keywords in both the ad copy and landing pages to increase your quality score.
      PPC Event Promotions
  2. Ad Copy & Keywords:
    • Provide actual price or discount amount in the ad copy to entice guests.
    • Offer incentives and package information within the ad copy to increase attention.
      PPC Incentives
    • Set up “Exact Match” or “Phrase Match” to eliminate irrelevant clicks that wont prompt conversions.
  3. Timing:
    • Launch the Ads at least 2-3 weeks before the event starts.
    • Example: 3X ROI for event campaign run for a luxury hotel in Chicago for a 2 week period prior to the event.
      PPC Conversion Value

Conclusion:

  • Event driven ad groups are a great way to capitalize on tourists coming for a concert, sporting event, or other venue;
  • Relevant landing pages and enticing ad copy will help draw conversions if users can easily see the package that is offered;
  • Use Phrase & Exact match keywords to eliminate unnecessary traffic and overspending;
  • Ads should be launched at least 2-3 weeks before the event to maximize potential guests.

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Contributed by: Alice Lee, e-Strategist, Milestone Internet Marketing

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