Contributed by:
David Addison, eStrategist
Yasmin Davila, eStrategist
Thinking about Paid Search for the first time? If you’ve read any of our previous posts then you know that there is no better time to take advantage of PPC than the Holiday Season! Given the number of online channels that are now offering paid search (Google, Bing, Yahoo, Facebook) and the different targeting options within each channel, (Basic Text Ads, Image Ads, Mobile and Local Ads are now all available) it’s hard to know exactly where to start. To help bring some peace of mind to the end user, Milestone has been able to put together a bit of a cheat sheet for anyone considering PPC for the first time. Simply find your ideal budget and follow along:
Minimum Budget ($500 – $1000 per month)
Medium Budget ($1000 – $3000 per month)
Large Budget ($3,000+ per Month)
It is important to note that these recommendations are not taking into consideration factors such as the competitive nature of your market (a searcher’s click for New York Hotel will cost a lot more than a click for Santa Fe Hotel) or the type of hotel you own (Economy, Midscale, Luxury). These two factors can drastically affect how much funding you need to allocate to paid search, and potentially what channels you should consider. In most cases, as long as the hotel has a good understanding of what their end goal is (increasing conversions vs increasing awareness), as well as a good understanding of their market, trying out a new channel can be a great opportunity. If you need any further clarification on some of the major paid channels mentioned above, feel free to check out another great post comparing Google vs. Facebook vs. Bing.
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