As the economy picks up, hotels are becoming even more aggressive in their marketing strategies. Among those strategies, hoteliers are utilizing PPC campaigns. It is important that you not only stay ahead of trends but also remain competitive. One way to make sure you are staying ahead of competition is by bidding on your brand name. Here’s why:
How this Affects Quality Score
The case study below illustrates a PPC campaign where a hotel is bidding on its brand name along with other keywords in their geographical area. The example depicts a significantly higher CTR, nearly 14 times greater than the non-branded keywords. Additionally, the average CPC is extremely low with the average position of the ad being much higher than the non-branded keywords. This in turn affects your quality score in a positive way.
In conclusion, bidding on your brand keywords is crucial to staying competitive in multiple ways. Share your experiences with us in the comments below!
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*Contributed by
Soumya Nath, eStrategist
Ashim Neogy, eStrategist
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