In terms of Marketing, Hotels are always looking for more effective forms. Pay Per Click (Adwords) is generally just one of the methods utilised by high end companies. Even some budget hotels are getting into the act of doing Adwords.
However with the marketing budget of a big 5 Star Hotel like Sunway or Hilton, it is very hard to compete on that platform. You are not only competing with the big gun hotels but also with major OTA players like Agoda, Booking.com. The cost of PPC is anyhere depending on the words your after from 1USD to 6USD and even more in some cases.
Take into account the clicks are not sales but a click through to a landing page. Now I have just opened another can of worms here with landing pages. We won't discuss that today, and stick with PPC costs. A efficient method is looking for longer tail keywords.
Know the enemy as I like to say and do your homework and research, Plan, Plan and Plan. The keywords like Hotel in Kuala Lumpur, is simply not a converting keyword for most Hotels. It is A; too generic, and it doesn't fit the bill of the end user. This is where the research is comes in. Are people searching via narrow locations eg using suburbs.
I have recently been engaged by Apple Hotel in Kuala Lumpur who have a modest budget for this however our performance outranks the big players due to research and finding the right converting keywords. Keyword tools from google is great for research however other tools are available and don't forget the Ad copy. Write a few and monitor to find the best.
In Malaysia, Adwords is still under utilised in most markets however in the Hotel market, you need do a lot of research to get this right.
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