Participants on the Online Marketing Award have now broken up for summer. If you do no other online marketing over summer DO KEEP BUILDING YOUR CUSTOMER DATABASE.
Simplifying Google Adwords
Most hotels cannot live without a Google Adwords campaign, yet getting the best from them is proving every bit as complex as understanding how Google operates Search Engine Ranking.
Many of the features are straightforward enough (see list below), but the one seemingly complex area is the Quality Score, which of course affects the Cost per Click. It helps to try and imagine the problems Google had when setting up Google Adwords; Their problem was that the large corporate companies could have stomped in with their big Marketing Budgets and Purchased all the keywords. To make an extreme example, FORD could have made high bids on the keywords Hotels IN Dublin, even though they have nothing to do with Hotels, they opwuld be happy to divert web vwiers to their car website.
Now Google could not allow the big players to crowd out everyone else, so it applies to concept of 'relevance' to the pricing of costs per click, and it appears to do this in 2 ways;
A. By looking at the content on the website, ie in the case above FORD would have had to pay big money for those keywords Hotels in Dublin because there is no content on their website relevant to 'Hotels in Dublin'. Moral of the story (and Google seems able to measure this in someway) if you are bidding on keywords make sure that these RELEVANT keywords are appearing somewhere in your text.
B. However, Google likes to see RELEVANCE between the advert and what is appearing on your website. ie If you are advertising 'Horse Riding Lessons' on your Google Adwords campaign, then you should have very clear, easy to find 'Horse Riding Lessons' text on your website, ensuring that the viewers stay on your website. YES GOOGLE CAN MEASURE THIS, after clicking on a Google Adwords Campaign how long do viewers stay on your website?
Take this example below, The Great Northern 
Hotel set up a Google Adwords Campaign for the Bundoran Live Show that includes stars such as Meatloaf. Any web viewer interested in Meatloaf will Click on the Adwords, go through to the Great Northern Website, and find straight away at the top of the site the information about Meatload. RELEVANCE. If the viewer had not EASILY found the Meatload information they would have quickly left the website AND GOOGLE CAN MEASURE THIS.
Online Marketing Forum
Interested in building your Online Marketing Knowledge? AccuBook now has a forum dedicated to the Online Hotel Marketing Industry, free feel free to post your questions or post your thoughts. Here is a selection of recent messages..
From our Knowledge Database