Pay-per-click Advertising

Another option for a guesthouse or hotel's online strategy is pay-per-click advertising. This tactic allows hotels to select their keywords (see Search Engine Optimisation for an explanation) and then bid on how much they would be prepared to bid for each person that clicks on their links. The advantage of pay-per-click advertising is that you can (if you bid high enough) move right to the top of the search engines overnight without the need to wait for search engines to spider your hotel website.

Pay-per-click advertising is an excellent form of Internet Marketing, but you must do your sums! Your advertisment will be displayed every time somebody enters your keyword (if your bid is high enough to display you on the first page) but you will only pay your bid amount if somebody actually clicks on your ad and progresses throught to website. You can expect about 10 to 15% of page impressions to result in click throughs. Of these, perhaps 1 or 2 in a 100 visitors will make a booking. This is where the maths come in. How much is an average booking for and how much did you pay for your bid. The sums need to add up to ensure your efforts are financially viable.

Pay-per-click advertising is an excellent solution if you want some quick results and it also has a place in the longer term online strategy of hotels and guesthouses. For new websites it is also likely to help give your site a kickstart and bring your site to the attention of the search engine robots a little sooner. Please feel free to contact us at Hotel-Pro if you wish to discuss pay-per-click advertising or any other aspect of your hotel website's online strategy.