The benefits of CPC marketing for hotels shouldn’t be overlooked when strategizing for the future. If leveraged successfully, cost-per-click advertising can attract and retain customers, as well as introduce your brand to a new audience. This cost-effective marketing channel offers targeted campaigns that provide both a short and long-term return. Plus, when you use mobile PPC ads, you can reach customers anywhere.

To stay competitive in a constantly evolving hospitality industry, hoteliers should consider integrating a variety of paid ads into their marketing strategies. Whether you’re employing search ads, display ads, metasearch ads, or something else, marketers can explore CPC marketing campaigns to maximize these ten benefits for hotels.

1. Increase Direct Bookings

One of the top benefits of CPC marketing for hotels is the compatibility with the property’s booking engine, allowing people to seamlessly book directly with the brand. This streamlined booking process improves the user experience and can lead to repeat business and return guests. When guests book through the hotel instead of a third-party website or OTA, the hotelier can forgo hefty commission fees and enjoy complete control over the booking experience.

2. Improve Audience Response and ROI

Hotels can also benefit from pay-per-click ads based on the capability to segment and target guests by demographics, location, as well as many additional factors. The more tailored the advertising, the better your return on investment (ROI), because the ads home in on the searchers most likely to convert. Using keywords to match what guests are actively searching for, like “family-friendly hotel” or “pet-friendly hotel in Atlanta,” offers solutions for the searchers’ problems served at the ideal time.

3. Reduce Abandoned Bookings

Retargeting (sometimes referred to as remarketing) ads are effective PPC strategies that benefit hotels by urging guests to revisit abandoned sessions, and converting them into reservations. When remarketing campaigns are set up correctly, searchers who have engaged with a PPC ad but have begun browsing elsewhere are served a personalized reminder to complete their purchase. These ads can also be directed toward past guests, which can encourage future bookings and increase loyalty. 

Learn the difference between retargeting and remarketing here.

4. Generate Immediate Results 

Organic Search Engine Optimization (SEO) for hotels is a highly effective way to boost a brand’s visibility in the SERPs but these marketing efforts take time to materialize. The benefit of CPC campaigns for hotels is that the bidding takes effect nearly immediately, positioning your brand at the top of the SERP without much delay. Paid ads are an ideal way for hotels to improve visibility and capitalize on increased demand, area events and more.

Here are four additional out-of-the-box ways you can generate immediate results (and revenue).

5. Showcase Special Offers To Boost Occupancy

Because CPC ads work quickly, hoteliers can use these to increase occupancy when demand is down without a lot of advance notice. Tailored ad copy can highlight the property’s features and current promotions, as well as tap into marketing psychology tactics, such as scarcity or urgency. When the ads are paired with a compelling landing page, hoteliers can promote the most persuasive offers to secure bookings during times of need.

6. Manage the Marketing Budget

Budgeting features of pay-per-click campaigns allow marketers to control spending, ensuring small or large marketing budgets can participate. To reap the benefits of CPC campaigns for a hotel, marketers can select the most cost-effective ad platforms, bidding strategies, and keyword competition to limit spending without sacrificing revenue. A hotel can opt to use manual or automated adjustments to increase efficiency and maximize profits.

7. Measure and Adjust Marketing Campaigns

Another benefit of CPC marketing for hotels is the performance data that the ads generate for hotels. Metrics such as Click-Through Rate, Conversion Rate, and Cost Per Click provide real-time information that enables marketers to tweak ads to maximize the return on investment. Measurable campaigns are also easier to scale and monitor so efforts can be boosted for a more aggressive bidding strategy with ease.

8. Cut Out OTAs

We know that guests are more likely to book when they don’t need to search for rates and availability, which is why metasearch is a useful CPC method for hotels. These platforms show real-time data and offer a direct route to the hotel’s booking page, giving guests a satisfying customer experience. When hotels control direct bookings, they can offer packages and loyalty perks that OTAs can’t match. Increasing the property’s direct bookings and reducing its reliance on third-party sites are two benefits of CPC marketing for hotels that offer less fees and more immediate revenue.

9. Strengthened Brand Awareness

CPC campaigns offer more for hotels than just clicks. Display advertising and non-brand paid search ads can increase brand awareness, while retargeting and remarketing can bolster brand recognition. We know that travelers are more likely to book brands they are familiar with, so every impression counts.

10. Complement All Marketing Campaigns

A major benefit of CPC marketing is that it seamlessly integrates with your overarching hotel marketing strategy. Compelling ad copy that echoes your marketing messaging reinforces brand image and voice, while leaving a lasting impression on new guests.

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Creative hotel marketing strategies can maximize your campaigns and offer benefits from cost savings to improved performance. If you’re ready to get the most out of your ad spend, contact TravelBoom to hear how our campaign management techniques and insights can help elevate your performance. You can also check out our list of the the most profitable marketing channels for hotels to ensure you’re leveraging avenues that work for you.