PPC for Hospitality: Everything You Need to Know

It can be challenging for individual hospitality businesses to earn a high placement on search engines organically, but you can give yourself an edge over the competition with pay-per-click advertising or PPC. 

On this page, we’ll be exploring everything you need to know about PPC for hospitality. So, just keep reading!

At WebFX, we’re here to help businesses in any industry improve their marketing campaigns. Call us at 888-601-5359 to speak to one of our PPC experts, and keep reading for more tips on transforming your hospitality PPC campaign.

What is PPC for hospitality?

PPC for hospitality is a popular marketing option in which an advertiser will pay a fee each time a customer clicks an ad. PPC is a powerful tool for hospitality companies trying to promote services like online travel bookings. Since the searcher may have their credit card in hand while looking for hotels, it’s critical to ensure your ads are present to attract their attention over your rival hotel across town.

The number of clicks your link receives dictates the amount you must pay for the campaign, making it a cost-effective way to drive traffic to your business’s website. Also, it’s important to note that your PPC campaign can also attract travelers who are not as close to booking and make them more likely to reserve a room at your hotel when they decide to take their trip.

8 steps to enhancing your hospitality PPC campaign

When it comes to PPC for hospitality companies, creating a successful PPC campaign is essential to growing your business. Without making a set PPC plan, you risk losing valuable resources.

Some steps to follow to create a hospitality PPC strategy for your business are:

1. Establish your objectives
2. Set your budget
3. Perform keyword research
4. Perform competitor research
5. Structure your campaign
6. Create your ad
7. Design a high-converting landing page
8. Launch your campaign and review your performance

1. Establish your objectives

The first step in any successful PPC campaign is establishing your marketing goals. Your ideal growth goal and how fast you wish to achieve it will set the tone and direction of your PPC strategy.

For example, do you want to drive more site traffic? Do you want to earn more contact form submissions?

2. Set your budget

As you set your budget, be realistic about how much you are willing to spend. Depending on your platform and the keywords you target, you could be paying a couple of dollars per click, which can add up over time.

3. Perform keyword research

After establishing your goals and budget, you will need to perform keyword research. Keyword research is a PPC optimization strategy where you find the best keywords to target and bid for your campaign. When a user searches for that keyword, the goal is for your website to appear at the top of the results. 

For example, you may want to rank for a keyword like, “places to stay in Rome.”

An excellent first step in keyword research is to list terms your audience may search for or ask if your audience is looking to buy a product or find more information when they search. 

4. Perform competitor research

Research your competitors to see which keywords they are using, and adjust your marketing strategy based on what you find. Once you understand your competition better, brainstorm how to deliver your brand message more effectively.

5. Structure your campaign

It’s essential to structure your hospitality PPC campaign so that the right people see your marketing messages. Some vital tips to keep in mind when structuring your campaign include:

• Choose relevant topics.
• Attach your ad budgets to campaigns.
• Ensure you don’t have too many ad groups in your campaigns.
• Target valuable and relevant keywords.

6. Create your ad

After learning the structure of your PPC campaign, it’s time to create the ad. It’s essential to know how to write an effective PPC ad that is direct and engaging and appeals to your target audience. 

7. Design a high-converting landing page

To create an effective PPC campaign, have it link to a high-converting landing page. As you develop your landing page, follow these tips:

• Keep your marketing goals in mind.
• Ensure the design is simple.
• Create a compelling call to action.
• Add a video to generate leads.
• Include reviews or testimonials.

8. Launch your campaign and review your performance

After launching your PPC campaign, check the analytics and evaluate if your campaign is performing correctly. If needed, adjust your strategy until you see the results you want. 

Best practices for PPC for hospitality

To help your hospitality business command the top spot on search engine results pages, use the following best practices when creating your PPC campaign:

1. Hone your target keywords

Pay-per-click advertisements are only as good as the keywords you target. You wouldn’t want the ad for your business to appear when someone is searching for an unrelated topic. Focusing on long-tail keywords can also help your business reach your ideal customers.

2. Adjust your hotel ads for mobile devices

As you create your PPC campaign, you must consider what your customers are using to search for your business. For example, if your guests are primarily searching on mobile devices, you may want to consider how your ads will appear on mobile and optimize accordingly.

Mobile users often purchase last-minute hotel reservations, meaning that creating an ad campaign with urgent messages or specific offers can generate higher click-through rates.

3. Place emphasis on the quality of your ads

A Google quality score is a number Google will assign to your PPC campaign based on relevance, click-through rate, and landing page experience. Your campaign should focus on the following to achieve a higher score:

• Keyword relevance: Your campaign will be more successful when you choose keywords specific to what searchers are looking for. 
• Landing page experience: The landing pages for your campaign should be relevant to what your potential guests are searching for. Google will also crawl your landing page to determine user experience and your content’s relevancy.

4. Incorporate extensions for callouts and offers

Google allows advertisers to feature extensions on their PPC ads, enabling users to interact with the ad to learn more information, place a call, or take advantage of a promotion.

Some of the most beneficial extensions for the hospitality business include:

• Location extension: Shows searchers where to find your hotel on a map.
• Call extension: Allows hotels to add a link to a phone number to make reservations.
• Sitelink extension: Lets you feature multiple links to rooms, restaurants, and other high-converting pages.
• Review extension: Showcases customer testimonials and reviews.
• Callout extension: Enables your hotel to highlight important features such as a specific service or special offers.

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Master PPC for hospitality with WebFX

If you’re ready to start or enhance your PPC campaign, WebFX is here to help. We are a full-service digital marketing agency with over 25 years of experience managing PPC campaigns and offering other services for various industries. Our award-winning team knows how to create successful advertisements that convert visitors into paying customers.

Call us at 888-601-5359 or complete our online contact form to learn how we can help your hotel attract more guests today!

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