Search Marketing for the Property Website
Search Marketing has become the most popular online advertising format. Over 40% of all advertising dollars in the U.S. will be spent on search marketing (keyword buys).
Search engines are an essential component of the hotel direct online distribution strategy:
According to Forrester research about 80% of overall website visits begin in a search engine or a directory service. Many other surveys also show that up to 85% of Internet users rely on search engines to locate relevant information on the Web (e.g. Google, Yahoo, MSN, etc).
PhoCusWright surveys found that three-fifths of online travel shoppers cite search engines as resources to research their vacations.
According to a recent study by the comScore Networks (February 2005), some 73% of online travel buyers conducted relevant keyword searches in the weeks prior to an online travel purchase.
Merrill Lynch predicts that search-related travel bookings will double each year through 2007.
A recent report by DoubleClick states the following:
Approximately one out of every two online purchases is preceded by research on a search engine.
In the case of the travel segment, nearly three out of four travel buyers consulted search engines before making a purchase.
Travel buyers averaged 6 relevant searches in the 12 weeks before their transaction.
The study shows that brand names of online retailers were in the minority of all the purchase-related searches; most searched using generic terms like “Boston Hotel” or “Hotel in Boston” etc.
Hospitality eBusiness Strategies is one of the very early adopters of Pay-per-click (PPC) Marketing. Our consultants have been actively using and devising PPC campaigns since 1997. Over the years HeBS has managed the PPC marketing campaigns of hundreds of hotel companies, from large hotel brands to small boutique properties. This expertise translates into saving precious marketing dollars for its clients.
Search engine marketing has five unique aspects:
Natural (Organic) Listings
Paid Inclusion Listing Services
Keyword Search Marketing (Pay-per-click Marketing - PPC)
Smart hotel marketers can successfully use PPC marketing in a variety of ways:
Search Marketing for the Property Website
Consulting Service Type: Budget, conceptualize, launch and manage search marketing campaigns + ongoing reporting and consultation
This service is ideal for: Franchised and independent hotels, luxury and boutique hotels, luxury and boutique hotels, beach and mountain resorts, spa and golf resorts, inns and other lodging establishments
Features of the Service Package:
Budget proposal
Budget finalization
Prepare the Search Marketing Action Plan
Creative & Campaign Set-up & Management Services:
Keyword analysis
Destination focused research
Promotional copy creation
PPC services set up
PPC campaign management
PPC bid management
Ongoing reporting