For years, independent hotels, motels, and B&B’s have been trying to compete against large corporate hotels to attract guests. With small marketing budgets and limited resources this was a mighty task. However, the internet has transformed the advertising industry. Search engines like Google & Bing are the new billboards. Luckily for small businesses, Pay-Per-Click advertising (PPC) makes it possible to get your hotel on these “billboards”. If you are unfamiliar with the topic, PPC allows you to create your own digital ads, and place them on websites like Google, to drive customers to your website.
What is AdWords?
AdWords allows you to create your own advertisements and display them to customers looking for a hotel in your area. It’s free to create & list your ads. You only pay when a user clicks on your ad – thus the name “pay per click.” You choose how much you are willing to pay for each click. The more you pay, the more likely you are to have your ad displayed at the top of Google’s results.
Here’s an Example
If a Super 8 hotel in Chicago targets the key words “Chicago hotels”, and a Google search for Chicago hotels is performed, Super 8’s ad will be shown to the user. If the user clicks on Super 8’s ad, the user is directed to Super 8’s website, and Super 8 pays Google for the click. Clicks can cost as little as $0.05 each depending on the words that are targeted. But like a traditional auction, the more popular a key word is, the higher the cost per click.
Measure Your Results
The great thing about *Pay Per Click* advertising is that everything is measurable so you know what’s working and what isn’t. Google provides you businesses with reports so you know exactly what percentage of users click your ads, which ads and key words are performing the best, and the cost of each click. This information allows you to constantly improve your advertising. If something isn’t working, changing or cancelling your ad is quick and easy.
Try it for FREE
Google offers free $75 coupons to all new users. This is a great way to try AdWords and see how it helps your hotel attract new guests!
To learn more about AdWords or to sign up for an account, click here.