When it comes to PPC Campaigns, there is some debate surrounding whether or not hoteliers should bid on their brand name. A brand campaign focuses on the hotel’s name while a non-brand campaign tries to capture keywords like “luxury hotels in Boston.” Here at O’Rourke, we find that brand campaigns typically drive the most revenue, so we recommend bidding on your brand name.
However, some clients question the utility of brand campaigns when their organic listing consistently shows up on the first page of SERPs (Search Engine Results Pages). They ask us why it’s important to show up twice on the same page.
The answer is simple. The more times your site appears in the results page, the more chances you have for users to click on your page. Being visible is key and your PPC Brand campaign is important in ensuring your listing is at the very top of the page. In fact, turning off your existing brand campaign can result in a dramatic loss of clicks and impressions. A 2012 study from Search Engine Land found that turning off brand campaigns can result in a 50-89% loss in clicks depending on where the organic listing ranks within the SERPs.
If your website is losing these clicks, your competitors are gaining them. Typically, a hotel has to compete with OTAs trying to leverage the hotel’s brand name to generate clicks. By turning off your brand campaign, you are making it easier for an OTA to place higher at a lower bid. Consequently, it becomes easier for an OTA to capture more revenue from your brand name.
Brand campaigns are typically less expensive to run than other campaigns because, as the owner of the brand name, you’ll have a lower CPC. Brand campaigns are incredibly effective and efficient, capturing over 50% of clicks and over 90% of revenue from a PPC campaign! Now, why would you want to turn them off?
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