Pay
Per Click Advertising provides a route to Internet presence the paid
search programmes such as Google Adwords, Yahoo and MSN Adcenter. Paid
search programmes are quick to set up and are highly flexible.
Campaigns
can be switched on and off, upweighted and downweighted very quickly.
They can direct website visitors to specific landing pages for specific
offers or specific hotel business sectors such as weddings, events or
conferences and meetings.
Pay Per
Click activity is highly trackable and measurable. Pay
Per Click advertising requires a good web analytics system that tracks
wesbite visitors and monitors their website use and behaviour.
A key tool is the construction of booking funnels that track
behaviour that leads to bookings or dropouts. The keyword
search
terms, advertising copy, landing pages and promotional messages can all
be tested and refined in order to find the best performing approaches
to gaining website bookings or enquiry conversions.