Digital Advertising & PPC
Creative ideas, executed tactically for maximum ROI…
While an effective Search Engine Optimisation strategy is the best route to long-term success in Hotel Internet Marketing, rich Digital Media and Pay Per Click (PPC) advertising campaigns can be an excellent tactical weapon in your online marketing arsenal.
The key element here is being TACTICAL.
You wouldn’t run a print, radio or TV campaign continuously 24/7/365 and so it is in the digital arena as well – there are “need periods” when you want to stimulate demand and “high demand” periods when you would should wind back your digital advertising investment.
Every market has it’s unique elements so, researching and analysing the best keywords is always approached from a fresh perspective. And as every hotel has a unique sales proposition, determining the best creative message needs to be equally unique whilst being focused on the target audience. During the set up phase your Business Analyst will also conduct an analysis of the online demand cycle and consumer search behaviour within the domestic and international market so as to balance your investment to suit your hotel’s demand peaks and troughs.
We Structure Your Campaigns
The above research and analysis will then be used to develop tactical campaigns and ad creatives to target your keyword groups, varying your investment reflect the dynamics of the demand cycles specific to your property (e.g. January $10,000, February $16,000, March $12,000 etc)
We Actively Manage Your Campaigns
Your Business Analyst will work closely with you throughout each month, refining your Digital Advertising or PPC strategy, making demand-cycle adjustments continuously. This includes ongoing refinement of keyword strategy, ad creative variations and tactical budget allocation.
We Measure Results
At the completion of each month you will receive detailed Performance Reports that will provide thorough cost-per-click analysis, itemised conversion reports and overall Return on Investment (ROI) data.
For every assignment we start from a clean sheet…and we always start with three core questions:
- Exploring the motivations behind your need for digital advertising now
- What if…
- Imagining alternative possibilities and choosing solutions
- Creating solutions to reach and connect with your target audience
Once we all agree on the answers to those initial questions then the financials, strategies and tactics immediately start to flow…we then add in the creative elements, determine the delivery mechanisms and media, produce your ads and put in place the means to measure the outcomes and you have a cohesive digital advertising solution that is ready to test, tweak and then execute.
Our ultimate test on the merits of every campaign is our…
be SMART think BIG act FAST measure ALL do GOOD and be HAPPY™
…philosophy, which we will happily expand on when we chat with you – so let’s chat.