Pay for Click has been with us for a while now. In the early days it was a great way of getting a R.O.I. It has become a lot tougher now.
Why? It is simple. More people are now doing PPC. The more people doing it mean more people bidding on terms such as Dublin Hotels. The more people bidding the more expensive the term Dublin Hotels become. The more expensive the terms become the less Return on Investment you will get.
It is ironic. The more we all learn and do the less of the PPC pie we get. You can still make it work. What can you do?
Make sure you have access to your AdWords stats.
Make sure you know how much each conversion is costing you.
Make sure you know what terms are been bid on.
Reports. Reports. Reports. Review often.
Contract Pat http://www.hotelconsult.ie/contact or leave a reply
Tags: make ppc work, Pay for Click Ireland, PPC ireland
One Response to “Does Pay For Click Work for Irish Hotels?”
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While PPC advertising on generic terms is certainly becoming more and more competitive, it is these terms that will still continue to drive the highest volumes of traffic for advertisers. Although it is the more specific search terms that will drive conversions, people will only type in a specific search term in the latter stages of the buying cycle. Therfore it is important that an advertiser finds the right balance between the use of generic search terms and specific search terms.
The fact that the online marketing space is becoming more and more competitive is also a clear indication of the growth in the % of people buying online. The first stop for most people now when booking a hotel will be the internet which is why alot of hotels(if they have not done so already) are shifting a large portion of their offline budget to online advertising.
As margins are continuing to be squeezed however, advertisers are becoming more and more conscious of what they are paying per conversion. Having full transparency over your adwords account and using the reports within your account to enable you to analyse the account and make any necessary changes is the only way you can be sure that you are getting the necessary return on investment.