Category: PPC

Budget season tips: Mapping your hotel’s 2018 digital marketing budget

Budget season tips: Mapping your hotel’s 2018 digital marketing budget

It’s budgeting season, which means your hotel is probably ready to start planning how, when and where you’ll be investing during 2018. In the following two-part series, we’ll be offering expert tips to help you budget for two areas that could define how successful you are next year—your digital marketing strategy and your hotel website. When it comes to allocating your digital marketing budget for 2018, our top tip is…

by Ben Hanley September 14, 2017 Comments Marketing, PPC
Using Remarketing Lists for Search Ads (RLSAs) to drive higher ROAS on your hotel’s paid search campaigns

Using Remarketing Lists for Search Ads (RLSAs) to drive higher ROAS on your hotel’s paid search campaigns

Of all the various tools that Google AdWords provides for digital marketers, one of most useful (and perhaps underused) ones for the hotel industry is its Remarketing Lists for Search Ads, also known as RLSAs. What are RLSAs? RLSAs allow hotel advertisers to tailor search campaigns based on whether a user has previously visited the hotel website, and the pages that the user has visited on the site. Users are…

by Ben Hanley May 4, 2017 Comments PPC
Paid search attribution models: Is your hotel doing it wrong, and paying for it?

Paid search attribution models: Is your hotel doing it wrong, and paying for it?

To gauge the success of a paid search campaign, hotel marketers need to have a clear understanding of the metrics they’re using. And that means being aware of two different forms of measurement: click-through conversions (CTC) and view-through conversions (VTC). Understanding these attribution models is critical to assessing just how successful your paid search campaigns are. So with that in mind, here’s a quick definition of what they involve. Click-through…

by Nate Lane May 2, 2017 Comments PPC
The tricky business of naming your hotel in the digital age

The tricky business of naming your hotel in the digital age

Naming your hotel is no light task—get it wrong, and it can affect your bottom line. For most hoteliers, that means choosing a name that is interesting, memorable, and easy to pronounce, as well as a name that evokes emotion and portrays the right brand image to your guests. But now that’s not the only factor. Now that the world has become a digital marketplace, a hotel name can’t simply…

by Tris Heaword January 31, 2017 Comments PPC, SEO
Why your hotel’s SEO & PPC teams should work together

Why your hotel’s SEO & PPC teams should work together

A number of hotel marketers may think that they are better off focusing on either SEO or PPC when it comes to their digital marketing strategy. Maybe they don’t believe they have the budget for both, or that it’s a waste doing both at the same time. Admittedly, it can seem counterintuitive to bid on your hotel’s brand name in a Google Adwords search, when your hotel already ranks #1…

by Matt Tutt November 16, 2016 Comments PPC, SEO
Google experiments with new hotel ad placements

Google experiments with new hotel ad placements

Google has been playing around with its hotel ad product lately. The digital marketing team at Travel Tripper recently spotted a subtle change of its metasearch box from the right side of the screen to the left. Below you can see what a typical hotel search returns on a search engine results page (SERP). A box populated with the Google Business listing information appears to the right side, immediately followed…

by Tris Heaword November 10, 2016 Comments Marketing, PPC
Why hotels need to bid on their own brand name in AdWords campaigns

Why hotels need to bid on their own brand name in AdWords campaigns

There is a school of thought out there that hotels should NOT bid on their brand names in Google AdWords. In this school of thought, it’s dumb for a hotel to be paying a portion of their AdWords budget on something as basic as their brand name. “Why pay for a brand name keyword? Isn’t this essentially paying money to preach to the choir since people who are Googling my hotel…

by Tris Heaword May 11, 2016 Comments PPC
10 conversion optimization takeaways from a Disney World vacation landing page

10 conversion optimization takeaways from a Disney World vacation landing page

In our recent podcast and blog article on creating winning PPC campaigns, we discussed at length about the importance of good landing pages and the key elements within that help increase conversion rates. We’d like to show you what that actually means in terms of a real travel marketing campaign. Below you’ll find a landing page for a PPC ad on Disney World vacation packages. Each number corresponds with an…

Creating winning PPC campaigns with Josh Garofalo and Tristan Heaword

Creating winning PPC campaigns with Josh Garofalo and Tristan Heaword

Every year hotels around the world spend millions advertising on Google AdWords, yet in many cases, too much time is spent deciding on which keywords to bid on rather than considering a conversion-oriented strategy that actually generates bookings and revenue. So what’s the secret to creating winning PPC campaigns for hotels? A lot of it has to do with how well connected your PPC ad is to your website landing…

Podcast transcript: Winning PPC campaigns with Josh Garofalo and Tristan Heaword

Note: This is a full transcript of our podcast. For a summary of the main points in the interview, please check out the article “Creating winning PPC campaigns with Josh Garofalo and Tristan Heaword.” Nancy: Hello, and welcome to another edition of Travel Tripper’s hotel marketing podcast. I am Nancy Huang, Marketing Manager at Travel Tripper, and today we’ll be diving into the world of search engine marketing and the…

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