Why is Search Engine Marketing important for independent hotels?

Today independent hotels are not just competing with bigger hotel chains, but also with OTAs who also run ads for your hotel. OTAs have much bigger marketing budgets than independent hotels. They spend huge amounts on advertising by bidding for keywords, particularly on ‘hotel brand’ keywords on Google and other search engines, which enable them to appear above the official hotel site when consumers searches for the hotel name.

It simply means that a customer who is searching for your hotel sees the OTA ad for your hotel first instead of your hotel website. This not only takes away the customer who would have booked directly, but also comes at a heavy cost – the OTA commission – if he books your hotel!

To increase direct bookings and control the high commission costs, independent hotels need to be alert and strategically plan their Search advertising campaigns.

Paid online advertising complements your existing SEO strategies, and if managed properly, generates instant traffic by placing you at top positions on search engines. It not only places your site in prominent view of searchers, but also gives you with the ability to understand what your your users are looking for, by accurately testing keywords and content.

Pay Per Click marketing or SEM is even more vital for any digital marketing strategy due to wild competition for top keywords. A well designed strategy – with a right mix of high and low volume keywords which balance impressions on these search engine pages – is crucial for a lower-cost and high ROI Pay Per Click marketing campaign.

Our (SEM) Search Engine Marketing Services for Independent Hotels

Divine Hospitality Consulting provides SEM services for independent hotels to help them in understanding the user requirements better and converting lookers into bookers. Our strategies are designed beyond CTR and conversions, more towards achieving long term ROI and best customer LTV (life-time value).

Boost Traffic, Increase ROI & Bring accountability to your PPC Campaigns

We make your campaigns scalable with:

• keyword research, targeting the right kind of customer for your business with creative ad copy and landing page design, mapping search queries and analysing at which stage visitors are in the purchase cycle.
• By providing the users with information they’re looking for and conveying the right message that best resonates with them, we help you fetch the best return for your SEM advertising spend.

Divine Hospitality’s Search Engine Marketing Services help independent hotels to target searches and build quality links to increase their direct revenue by:

• Designing strategic PPC campaigns
  through effective use of geo-targeting, ad scheduling and other techniques to help the reach the right group of customers during the right time.
• Closely monitoring the paid marketing campaign budgets
  and ensuring that hotels are judiciously allocating their marketing budgets.
• Managing pay-per-click campaigns
  on major travel meta search sites such as TripAdvisor and others

Our Pay – Per-Click Advertising (PPC) services Include: 

• Pay Per Click Audits
• Ad Words Management Services
• Display Advertising
• Social Media Advertising
• Re-marketing
• Landing Page Optimization
• Localization

Our SEM Methodology

• We work with you as an extension of your sales team, and provide each hotel with a tailor-made solution, customized for their markets.
• Our hotel digital marketing services are not limited just to attracting qualified leads. We also focus on optimizing campaign landing pages with enticing content, well – presented USPs and a clear call to action for the guests, to increase conversions with minimal costs of customer acquisition.
• This is followed by using our proven methodologies which combine advanced analytics tools, which target the best keywords which deliver the best results possible and can scale your campaigns, thus giving you a higher ROI and the best value on your advertising spend.
• We follow a set of best-practice optimization processes starting  with Advertising account structure to Campaign Level Reporting and Analysing and monitoring the Key Performance Indicators to ensure your campaign profitability. These are developed and constantly enhanced to effectively manage every element of PPC advertising and also to capture new opportunities and adapt to new technology changes.

Display Advertising

One of the most distinguished features of modern display ads is their ability to target custom audiences as compared to traditional advertising.

• With the continuous array of innovations coming from the Google Display Network (GDN), Facebook and others, Display advertising has evolved dramatically in recent years. Display Advertising has become a large scale powerful performance advertising channel.
• Display Advertising needs to be looked at in a broader view; By effectively attributing the value of Display advertising, It will not just drive direct bookings but also increase brand awareness before the prospective customer is ready to take the desired action and will be a significant contributor of your marketing mix.

Divine Hospitality Consulting delivers the most effectively developed CPA/ROI – targeted Display advertising strategies for your business which are based and expanded upon methodologies applied in Search-based PPC advertising.

• With our customized methodologies for Display Advertising– direct placements, contextual targeting, demographics, interests, topics & re-marketing – and leveraging the sheer scale of display channels, We can help you reach out to targeted customers, increase awareness and drive direct bookings.

Divine Hospitality Consulting provides comprehensive adwords management services to independent hotels from creation, optimization to management to help you get the most out of your search advertising on Google and Bing.

Contact Us today to find out how our Search Engine Marketing (SEM) services can help to increase your hotel’s direct revenues.