Example AdWords Account Let’s take this Example Account to base our findings as we make some basic changes to demonstrate how it will affect your profit.
Add Basic Bid Management The first step in any Hotel PPC Campaign is bid management. You have to make sure your ads are shown and that your bids are adjusted properly to maximize ROI. On average, utilizing basic bid management for your hotel can reduce your CPC by 10% and increase in Conversion rate by 10%.
Increase Quality Score Taking your quality score from 6.5 to 8 will garner an 18% decrease in CPC(Cost Per Click). Quality Score is a very complex metric and requires allot of work to achieve higher scoring. In many instances additional landing pages are needed on your site for your ad groups.
Increase Conversion Rate Increase your conversion rate to 3% from 2%. Conversion rate is the most important factor in PPC Management. Utilizing conversion data is extremely important for the success of any business website. As you see below, a 1% increase in conversion rate will doubling the ROI.
Utilize Negative Keywords Taking out the bad traffic by including negative keywords will give you .25% higher CTR and a .5 higher Quality Score. Google offers a Search Query report that can help you reduce costs on keywords for someone looking for something like “LA Hotel jobs” when your campaign designed for hotel bookings.
Increase Your Spend and Clicks Adding more to your daily budget will always get you more results. Let’s increase the budget to earn 50 more per day. Increasing spend per day directly influences your profit considering that the account continues to generate the same average conversion as before.
What are the effects of it all together? As you read through this you are probably learning that all these little things have a significant affect on profit. Below you can see what will happen when you utilize all of these items pouring lots of time and experience into an account.