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Top 5 Successful PPC Strategies for Hotels in 2011

Contributed by Jonas Pauliukonis & Soumya Nath

As 2011 comes to a close, we took a look back on several PPC tests and case studies Milestone developed over the last year and selected the most successful strategies to share. From device targeting on mobile PPC campaigns to leveraging organic and local search results for cross-channel optimization, we’ve discovered new opportunities for maximizing return on paid search.

Top 5 PPC Strategies for Hotels

  1. Quality Score Management
  2. Google Adwords Express (formerly Google Boost)
    • Strategy: a hybrid of local and paid search, Adwords Express gives greater prominence to Google Places results and directs traffic to a specific website
    • Results: in one case study, Google Adwords Express produced 315 clicks, a CTR of 5.81% and generated $5,376 in revenue at a total cost of $46.53.
    • Top 5 PPC Strategies for Hotels

      Example of an Adwords Express result – includes address, phone number, and directions

    • Further reading: http://blog.milestoneinternet.com/website-promotion/top10-ppc-best-practices/
  3. Mobile-targeted PPC
    • Strategy: Saturate PPC markets and include mobile as this is the future of search according to Google’s CEO Eric Schmidt.
    • Facts:
  4. Custom PPC Landing Pages
    • Strategy: designing landing pages tailored for keyword relevancy and quick conversions
    • Results: in one case study, changes to a landing page resulted in a 3x increase in revenue and a 2X increase in click-through-rate (CTR) month-over-month.  Running new ad copy and a new, relevant landing page will help increase click-through-rate and qualified clicks.
    • Top 5 PPC Strategies for Hotels

      Example of the purchase path – ad copy offers are reflected in the landing page call-to-action

    • Further reading: http://blog.milestoneinternet.com/web-development/landing-pages-for-ppc-optimization/
  5. Cross-channel optimization:
    • Strategy: apply the top performing keywords, specials, and packages in organic and local search data to a PPC campaign and vice versa
    • Results: By applying the top keyword in Google Analytics, 5 clicks generated $2,129.40 for a single account. In another example, a Facebook ad that ran for three weeks, generated almost 500 “likes” – increasing brand awareness in their social media.
    • Top 5 PPC Strategies for Hotels

      Three weeks of running Facebook ads produced nearly 500 new Facebook fans

    • Further reading: http://blog.milestoneinternet.com/website-promotion/paid-search-for-cross-platform-optimization/


One Response to “ Top 5 Successful PPC Strategies for Hotels in 2011 ”

Thos are some really good strategies. I like the ideal of creating landing pages specifically for your campaign keywords. This should easily increase your ad rank. Would this work for mobile pages also?

“apply the top performing keywords, specials, and packages in organic and local search data to a PPC campaign and vice versa”
Why would you want to run PPC keyword campaigns with the same keywords you already organically rank high for? You are already driving free traffic to your site using those keywords organically.


Tips on Developing and Promoting Hotels on the Internet