A No-Nonsense Guide to PPC Advertising for Hotels, B&Bs, and Beyond
Andy Burns
Tourism, Hospitality & Agritourism Marketing Expert | Driving Bookings & Brand Growth | Data-Driven, Strategic Solutions
Struggling to compete with OTAs? Unlock more direct bookings with our no-nonsense guide to PPC advertising for hotels, B&Bs, and beyond!
Ever feel like you’re shouting into a void, hoping someone, anyone, will hear your call for bookings? I’ve been there. Picture this: Pete, our hands-on hotel manager, pacing the lobby, desperately refreshing his booking system, muttering about rising OTA fees. Or Melissa, our marketing maven, head in hands, battling to meet those occupancy targets, fueled by lukewarm coffee and sheer grit. They’re both fighting the same beast: the relentless, noisy online travel market.
It’s a brutal reality, akin to trying to sell ice in the arctic…except everyone else is also selling ice! You’re up against the OTAs, those behemoths with bottomless pockets, and a sea of competitors all vying for the same eyeballs. It is enough to have one going utterly bonkers. But before you chuck your laptop out the window and become a llama farmer (a perfectly valid career choice, I might add), take heart. There’s a secret weapon in your marketing arsenal: PPC advertising.
Now, I know what you’re thinking: “PPC? Sounds complicated, expensive, and…well, a bit dull.” But hold on a minute, sunshine. When done right, PPC isn’t just some techy marketing jargon; it’s a laser-targeted way to attract direct bookings, boost your visibility, and, most importantly, make those tills ring (cha-ching!). This isn’t magic fairy dust; it’s a strategic approach. And in this article, we’re going to break it down, stripping away the jargon and giving you a no-nonsense guide to PPC that even your grandma could understand (though, maybe don’t ask her to run your campaign – unless she’s a secret digital marketing ninja!).
The PPC Landscape: Why It Matters for Accommodation
Let’s face it, the world has gone digital-mad. Unless you are booking into a digital detox retreat. How often do you phone a place to book accommodation these days? Thought so. According to Phocuswright’s “Global Online Travel Overview 2023,” online travel bookings are showing no signs of slowing down. Something worth considering if you’re planning for the future.
If you’re not playing in the online space, you’re essentially invisible. This isn’t news, of course, but the way you play matters more than ever.
And that’s where PPC comes in, striding in like a knight in shining armour!
We’re competing with the big boys like Booking dot com, Expedia, and the rest of the OTA gang. And they’ve got marketing budgets that make your eyes water. But here’s the thing: PPC allows you to level the playing field. How? By letting you target specific niches and offer unique value propositions that the OTAs simply can’t replicate.
Think of it this way: if you’re a small B&B in the Busselton that’s dog-friendly, your potential customers are people searching for dog friendly B&Bs in Busselton, not looking through endless lists on those websites. PPC allows you to show up specifically when people are searching for what you offer. It’s like placing a beacon of irresistible accommodation right in front of the people who are looking for precisely what you’ve got! Imagine the possibilities!
And, of course, you’ll drive direct bookings, avoiding those hefty OTA commissions. Let’s do some quick maths. A typical OTA commission is around 15%. As SiteMinder reported in 2024, direct bookings are, on average, 20% more profitable than those secured through OTAs after commission fees. If you generate $10,000 in bookings through an OTA, you’re handing over $1,500. Imagine what you could do with that extra cash! New linen? A fancy coffee machine for the breakfast room? A decent marketing budget! The possibilities are endless.
And speaking of decent marketing, remember that a marketing strategy can only go so far if it isn’t done right. To make sure you make the most of it, then be sure to check out one of our great articles on digital marketing by reading our article Your 30-Minute Tourism Marketing Miracle. You’ll thank me later!
Getting Started: Defining Your Target Audience and Goals
Before you dive headfirst into the world of PPC, let’s take a step back, breathe, and think. Who are you trying to attract? What are their needs, their desires, their deepest holiday fantasies? Seriously, think about this. Are you targeting romantic couples seeking a weekend getaway? Families looking for a fun-filled holiday? Business travellers needing a convenient place to crash? Or perhaps adventurers with a penchant for obscure geographic challenges?
Defining your target audience is crucial because it informs every aspect of your PPC campaign, from the keywords you use to the ad copy you write to the landing pages you create. We touched on our key personas earlier – are you speaking to a Kay or a Melissa? Understanding who you are talking to will greatly improve your marketing communications.
And while you’re at it, set some clear goals for your PPC campaigns. “Get more bookings” isn’t a goal; it’s a wish (and a rather vague one at that!). We need something more concrete. Enter the SMART framework: Specific, Measurable, Achievable, Relevant, and Time-bound. It will set you up for certain success!
Here’s an example: “Increase direct bookings by 15% in the next quarter.” That’s a SMART goal. It’s specific (direct bookings), measurable (15%), achievable (realistic), relevant (to your business objectives), and time-bound (next quarter). Make sure you are checking on your goals regularly, and always keep up to date, because that’s what any smart marketing manager will do.
Don’t forget – install conversion tracking! If you don’t know whether your campaign is resulting in an increase in sales or leads, you won’t be able to measure the effectiveness of your campaigns. So, set up conversion tracking in Google Ads to track bookings, phone calls, and other valuable actions. Use this data to make informed decisions and optimise your campaigns. Trust me, it’s like trying to bake a cake without knowing if you’ve added the flour!
Keyword Research: Uncovering Hidden Booking Gems
Okay, now for the nitty-gritty. Keyword research is the foundation of any successful PPC campaign. It’s about understanding what your target audience is searching for and identifying the keywords that will trigger your ads. Ditch the generic terms and dive into those longer tail phrases!
Think beyond the obvious: don’t just use “hotel” or “B&B.” Get specific. Really specific. Target customer needs. Here are some examples to ponder:
See what I did there? Deeper, more specific – more effective.
Get to know your keyword research tools. There’s plenty of great ones out there, and they’re all worth using. Google Keyword Planner, SEMrush, and Ahrefs – Use these tools to identify relevant keywords with decent search volume and manageable competition. You can also check in to see what the competition is doing by analysing keywords.
While you’re at it, take a peek at what the competition is doing. What keywords are they targeting? What ads are they running? You don’t want to copy them, but it’s always wise to check them out and get ideas. It’s like peeking at your neighbour’s answers during a quiz – just don’t get caught!
Finally, and crucially – use negative keywords to filter out all the irrelevant traffic that will waste your time and money. Make a list of the things you don’t want to show up for, and use them. If you don’t want to be found by people searching for “jobs”, “careers”, “wiki”, “blog”, etc… block them! It’s like putting up a “No Solicitors” sign on your front door.
Crafting Compelling Ad Copy: Making Every Click Count
Right, you’ve got your keywords, now it’s time to write some ads. This isn’t just about slapping together a headline and a few lines of text; it’s about crafting a compelling message that grabs attention and persuades people to click. Think about creating an ad copy that appeals to emotion, highlighting those specific selling points. Tell stories and get them excited!
And a tip – don’t be afraid to ask questions! Ask questions that get people thinking about what they are really after. Remember, you aren’t just a B&B, you are a peaceful escape from every day life. Don’t be afraid to get a little deep! It’s all about understanding your audience better than they understand themselves.
For this to really pay off, you need a clear call to action (CTA). Tell people what you want them to do! Book Now, Check Availability, Learn More… It’s like giving them a gentle nudge in the right direction. “Book Now” will certainly grab more attention than “Read More”.
Landing Page Optimisation: Turning Clicks into Conversions
So, you’ve got people clicking on your ads. Excellent! But don’t pop the champagne just yet. You need to make sure your landing page is up to the task of converting those clicks into bookings. This isn’t about sending all traffic to a generic homepage. This is about creating dedicated landing pages that are highly relevant to your ad copy and keywords. Make sure the landing page has a clear value proposition and easy navigation.
The design must be user-friendly and uncluttered. If it looks too busy, they’ll go elsewhere. Think of it as decluttering your house before guests arrive – nobody wants to trip over piles of laundry.
And of course – is it mobile-friendly? I cannot stress this enough. Most people are browsing on their phones these days. If your website looks like it was designed in 1998 on a mobile device, they’re gone. No one expects you to turn it into a mobile game, but at least make sure the site is optimised. Keep in mind that the booking process needs to be clear and straightforward, so you can be sure the customer has no problems at this critical stage. And finally, build trust by showcasing those sparkling customer reviews, awards, and accreditations on the landing page! If you have any certifications, then be sure to flaunt them!
We’ve already covered off the best ways to display all of this information. So, if you want to find out more about ways to display this information in a visually pleasing manner, be sure to have a look at “Lights, Camera, Bookings! How Killer Photos Transform Your Tourism Website (and Your Bottom Line)“
Bidding Strategies and Budget Management: Making the Most of Your Money
Now we’re talking money. To set yourself up for success, you need to figure out different bidding options, such as manual CPC (cost per click), automated bidding, and target ROAS (return on ad spend). Each has pros and cons, so pick wisely.
Of course, setting a realistic budget is a must. It needs to reflect the goals you are setting yourself, and must consider the competitive landscape. How much are the other advertisers in your market willing to spend? You’ll want to do some research.
The game doesn’t end once you’ve launched the campaign. Keep checking in, on the daily if you can, and adjust bids depending on the results you are seeing. Keep an eye on Google’s Quality Score, which affects ad ranking and cost per click. You can improve your quality score by using targeted keywords and relevant ad copy, so make sure you’re giving that some attention. Think of it like a game, you need to practice every day to stay on top!
Beyond Google: Exploring Other PPC Platforms
Let’s not put all our eggs in one basket. While Google Ads is the undisputed king of PPC, there are other platforms out there worth exploring.
Bing Ads. Don’t laugh! Bing might not be the hippest search engine, but it still has a loyal user base, particularly among older demographics. In fact, according to Microsoft, Bing Ads can reach an audience that’s 40+ and often overlooked by Google. So, it’s well worth a look.
Then there’s the world of social media ads. And social media ads allow you to get highly targeted with your ads. You can target people based on their interests, demographics, and even their behaviour.
Meta Ads are also something to consider! Google Hotels, TripAdvisor, and other meta-search platforms are worth considering, and the focus here should be making yourself visible on these platforms! Think of it as planting seeds in multiple gardens – some will blossom, some won’t, but you’ll increase your chances of a bountiful harvest.
We’ve already discussed the importance of targeted audiences. So, if you are unsure of the best way to go about it, be sure to have a read of our article on Hitting the Bullseye with Paid Ads, A Tourism & Hospitality Guide
Measuring Success and Optimising Your Campaigns
You’ve launched your PPC campaign, you’re getting clicks, and the bookings are rolling in (hopefully!). But don’t get complacent. PPC is an ongoing process of measurement and optimisation. It’s like tending a garden – you can’t just plant the seeds and walk away; you need to water, weed, and prune to ensure a healthy harvest.
You’ll want to track some key metrics, such as:
If you haven’t started A/B testing yet, it’s time to jump onboard! Continuous improvement is the key to long term success. Try out different strategies, change up that ad copy, try some new bids, and keep learning from what does and doesn’t work!
Scott Aussie: Your Partner in PPC Success
Feeling overwhelmed? Don’t worry, that’s where we come in. At Scott Aussie Tourism Marketing, we live and breathe tourism and hospitality marketing. We understand the unique challenges you face, and we have the expertise to create PPC campaigns that deliver real results. We’ll work with you to define your target audience, identify the right keywords, craft compelling ad copy, optimise your landing pages, and manage your budget effectively. Think of us as your sherpas on the steep climb to PPC success. Whether you’re a cosy B&B or a sprawling hotel chain, we can help you unlock your booking potential. Get in touch today for a free consultation!
Conclusion
PPC advertising isn’t a magic bullet, but it’s a powerful tool that can help accommodation providers of all shapes and sizes attract more direct bookings and boost their bottom line. It requires a strategic approach, a keen eye for detail, and a willingness to adapt. So, get out there, experiment, and see what PPC can do for your business.
It’s time to stop leaving money on the table and f you need a helping hand, Scott Aussie Tourism Marketing is just a phone call away. Now, go and make some marketing magic!
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