khatunrita309
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Post by khatunrita309 on Mar 12, 2024 6:52:02 GMT
How much does it cost to protect your hotel brand name on Google? But, above all, how much does it cost NOT to protect it at all? New research from the NetAffinity company shows us that avoiding brand protection and thinking that organic results are enough to bring conversions can cause serious damage to the hotel's direct sales. If all the OTAs bet thousands of euros a year on the name of your hotel, it means that many users click on their ads instead of visiting your site. But until now no one had ever attempted to calculate the traffic lost or gained from branded ads. At least as far as Google is concerned. Bing: if a hotel fails to protect the brand it loses 40% of visits Bing Ads was the first to analyze this phenomenon. In 2015 the search engine examined 400,000 impressions relating to the travel market to understand where the clicks were going. The results show that: When the brand's ad is not present on the SERPs, the brand still receives 61% of organic clicks, while a good 40% go to OTAs. When the brand's ad is present in the SERPs, clicks increase by 27%. Of these, half will go to the staff and the other half to the announcement. If the hotel shows both organic and paid results, only 12% goes to competitors : 4% click on their paid ads and 8% on competitors' organic results. Google: if a hotel fails to protect the brand it loses 70% of visits NetAffinity 's research sheds new light on the issue, showing even more worrying numbers than Bing's. According to the advertising company, on Google. When there are no hotel ads, the hotel's organic results receive only 30-40% of the available clicks, while 60-70% goes to other organic results and especially to OTA paid ads When the brand's paid ad is present, the hotel manages to obtain 60-70% of clicks In conclusion NetAffinity claims that without doing brand protection the hotel risks losing the majority of traffic to its site. How to do brand protection without spending an arm and a leg Whoever told you that doing brand protection is trivial and inexpensive lied. The cost per click can vary greatly depending on the destination and competition, but there are hotels in Rome or Florence that pay more than €1 per click to protect their brand on Adwords Industry Email List The thing is, the cost of the click and the monthly budget aren't actually relevant : if the campaign generates enough revenue to justify the expense, you'll have nothing to complain about. According to NetAffinity, the best strategy is not to set a daily budget , but to set the campaign so that it can cover the entire day and does not miss even 1 click in the moments of greatest traffic. Now in reality we know perfectly well that being able to cover all the impressions from each country with campaigns in the language is very difficult and the monthly costs would certainly be very high, but if you want to get results you need to make an effort . Don't stay tied to a monthly budget. If double or triple that budget can bring you double or triple revenue, then it's worth the investment Carefully select the countries from which the most bookings arrive and focus on those. Make sure you cover the entire day cycle for those countries Do some tests : try going for a few weeks without limiting your daily spending and see how much your account is capable of spending. That should be your starting point for establishing your monthly budget. Use the CPA, i.e. the cost per acquisition, as a reference point : add the campaign management costs to the click costs. If in percentage this cost is lower than the OTA commissions you have already obtained an excellent result. Don't rule out other types of PPC campaigns , such as remarketing, which targets those who have already visited your site. The more the user sees your name, the more likely they will remember you and come back to look for you. Don't do it alone : a brand protection campaign may seem simple to do, but there are so many variables that you risk losing a lot of money It may not be the solution to all your problems, but brand protection is already a good starting point! Share Did you like this article? Share this article Subscribe to the RSS Feed Add it to your favorites Read other users' comments Sign up to our newsletter Write your opinion Read similar/related articles Print this article Other items that may interest you: No related articles. Home › Forum › Hotel PPC: if you don't focus on the brand name you lose 70% of the clicks Tags: ppc campaigns , google adwords , hotel brand protection , pay per click hotel , ppc hotel This topic has 0 replies, 1 participant and was last updated 8 years, 1 month ago by marghe . You must be logged in to reply to this thread. Username: Password: Keep me connected Login Subscribe to the newsletter! Enter your email address to: » stay updated every week on the web marketing.
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