Search Marketing has become the most popular online advertising format. Over 40% of all advertising dollars in the U.S. will be spent on search marketing (keyword buys).

Hospitality eBusiness Strategies is one of the very early adopters of Pay-per-click (PPC) Marketing. Our consultants have been actively using and devising PPC campaigns since 1997. Over the years HeBS has managed the PPC marketing campaigns of hundreds of hotel companies.

Allow HeBS principals to evaluate the existing Search Marketing campaigns and search marketing performance. Make sure your internal team or current vendor is spending your marketing dollars wisely and generating the return you expect. HeBS principals have nearly twenty years of Internet and search marketing experience, have created many of the best practices in the field, publish extensively in this field, and teach best practices in graduate programs.

Name of HeBS Service Package:

PPC Marketing Audit and Best Practices

Consulting Service Type:

Audit, research, analysis & recommendation written report + phone consultation

This HeBS service is ideal for:

Major hotel brands, independent brands, luxury and boutique hotel brands, hotel management companies (HMC), condo and residential resort brands, hotel representation and marketing companies, CVBs and DMOs.

Features of the Service Package:

• Audit of the Internet marketing Budget and its Search Marketing Allocations
• Audit the utilization of all five search marketing aspects:
  • Natural (Organic) Listings
  • Paid Inclusion Listing Services
  • Keyword Search Marketing (Pay-per-click Marketing - PPC)
  • Local Search marketing
  • Meta (Vertical) Search Marketing
• Audit the utilization of best practices for successful PPC marketing:
  • Global Search PPC Campaigns
  • Local Search PPC Campaigns
  • Direct Response PPC Campaigns
  • Thematic PPC Campaigns
  • Event-based PPC campaigns
  • Brand Building PPC Campaigns
• Audit the Brand Building vs. Brand Erosion aspect of current search marketing campaigns
• Audit the PPC campaign set-up:
  • Multi-Ad Group vs. Single Ad Group Property PPC Campaigns
  • Search Network vs. Content Network
  • Countries and Territories
  • Use of Dynamic Text
• Audit the Management of the PPC campaigns:
  • CPC (Cost Per Click)
  • CTR (Click Through Rate)
  • Keyword Matching: Exact Match vs. Broad Match
• Keyword Terms:
  • Generic vs. Highly Targeted Keyword Terms
  • Use of Competitor-Related Keyword Terms
  • Customer Segmentation Analysis
  • Missing Important Keyword terms
• Quality of the Landing Page
  • Google AdWords Landing Page Algorithm
• Written Report with Action Plan and recommendation