Comments on: Does Pay For Click Work for Irish Hotels? http://www.hotelconsult.ie/does-pay-for-click-work-for-irish-hotels Mon, 30 Aug 2010 09:00:00 +0000 http://wordpress.org/?v=2.8.2 hourly 1 By: Eimer Walsh Webassist.ie http://www.hotelconsult.ie/does-pay-for-click-work-for-irish-hotels/comment-page-1#comment-3 Eimer Walsh Webassist.ie Mon, 27 Jul 2009 21:54:24 +0000 http://www.hotelconsult.ie/?p=114#comment-3 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. 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.

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