Welcome to the Friday Freebie! Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more direct bookings.
This week’s freebie: Get more bang for your marketing buck by replacing overused, broad PPC keywords with targeted phrases.
A common (and extremely costly) PPC mistake that hoteliers make is sinking too much money into short phrases (three words or less) that are too broad, too generic and too expensive. These high-volume key phrases such as, "Portland hotels” or “Hotels in Salt Lake City,” can quickly eat away at your budget with their high price tag. We’ve seen costs for these overused terms cost up to $8 per click.
Even worse, these generic key phrases reap little to no ROI. Usually, an online visitor who uses search for these keywords are at the beginning of their travel search. They don’t yet know which neighborhood they want to stay in, what type of hotel they’re looking for, or even what price range they should expect. In essence, they’re simply "checking things out" with no real intention of booking yet. You’ll have better success with folks in the early stage of research by using phrases that relate to your DESTINATION, rather than hotel-related keywords.
Yes, there may be thousands of people searching for "Portland hotels," but when it comes to PPC, you should strive for quality over quantity of visits.
The solution is to aim for long tail keywords that are targeted and more specific. So, invest in phrases such as "boutique portland hotel pearl district" or "family friendly downtown Chicago river hotel." You are more likely to capture traffic from these long tail search terms AND shrink your spend.
Get more tips on how to save precious marketing dollars: Start Saving On These 4 Hotel Marketing Costs
About TambourineTambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com