A Top Concern

Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are two top concerns for most lodging companies. While organic search engine optimization can be extremely cost effective and bring increased, qualified traffic to your site, sometimes you need to augment this approach with paid search engine advertising to reach the desired amount of website traffic.

Bookt has trained professionals who can help you maximize your Search Engine Marketing ROI.

Detailed Keyword Analysis

SEM is similar to SEO in that keywords are a critical part of of the mix. Together we analyze your core offering and specific attributes, converting that information to a specific set of keywords that we then use as a basis for your campaigns.

We are very cognizant of cost and make sure that you don’t waste time and money on either too broad (e.g. European Hotels) or too narrow phrases (e.g. Luxury Boutique Hotel in Rome’s San Marco Area with underground parking).

Campaigns and Ads

To effectively utilize the keywords and target various opportunities we will create distinct campaigns for each core offering. We will then refine these keyword combinations even further into smaller so called Ad Groups that are targeted and can have their own max bid etc. Some ad groups will perform better than others. A big part of our job is to continuously evaluate the ad groups and make the necessary adjustments.

Each ad group will have unique ads targeted to that specific group. Google AdWords allow a very limited amount of text, which is both a pro and a con. Short and to the point means each ad is easy to scan but you have very limited space to tell your story. The objective is to get the user to click and then be taken to a page that meets his exact expectation so he continues to engage with the site and is likely to either book or submit a lead inquiry.

Campaign Evaluation

An important part of the campaign is to understand what keywords work. To determine that we will track these metrics:

• Site: The site you are referring to (in this case, Google)
• Keyword: The keyword or search phrase which has generated the click
• Total cost: The total cost over the report period for the specified period
• Clicks: The number of clicks your listing received during the reporting period
• Cost Per Click: The average cost per click
• Conversions: The number of conversions each click has generated
• Cost per Sale: Total cost divided by sales will give you the total cost per sale.