How to increase your hotel's market share with Pay Per Click Ads?
May 31, 2020|Hotel Marketing

Pay-per-click advertising, commonly referred to as PPC, is a cost-effective way of increasing traffic and bookings on your hotel website. It is cost-effective because you only pay for the clicks your ads receive instead of their reach.

If a search engine determines that a user is looking for a hotel, it will auction ad placements in real-time to hotel properties with existing PPC accounts. The highest bidders will show up on the top of the search engine results page.

Let’s say your hotel is in San Francisco, California. You can google San Francisco hotels through a private browser. Click on the map on the right-hand side of the page. It will open up and show you the hotel properties in your local market. You will see an ad icon beside the top two or three property names on the list. That means that the properties spent money on PPC and were the highest bidders for that ad placement.

Let's say the top properties spend $2 per click. ABC property can outrank them by bidding more at $2.01 per click. Another property, XYZ, can outrank all of them by bidding even more at $2.05 per click. As XYZ is getting more clicks, its budget, say $1,000, will continuously decrease. When its budget hits $0, XYZ will no longer show up on the top of the results until they fund their account again.

The same process goes for Expedia, TripAdvisor, Kayak, Trivago,, and other OTAs. If you bid higher, you show up higher in the results. In some very high-demand markets like New York, Las Vegas, Istanbul, or Paris, you could be paying as much as $20 per click because there is a lot of hotels there bidding to be on the first page.

If you want to know more about PPC or if you need help in setting up a digital marketing strategy, call us at 888-999-8086 or email us at

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