Protect your hotel's brand

In the hotel industry, protecting your establishment's brand is essential to ensure its long-term profitability and growth. In a digital environment where OTAs dominate distribution and competition for user attention is fierce, investing in digital marketing strategies, specifically in PPC (Pay Per Click) campaigns with brand keywords, has become a crucial tool for hoteliers. Below, we explain why investing in brand keywords is not only recommended, but essential to protect and enhance your business.

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1. Protect your brand from the competition

One of the main reasons to invest in brand keywords is to protect your hotel from the competition. OTAs and other competitors frequently bid on hotel brand names to capture traffic and bookings that would otherwise go directly to your website. By investing in PPC with your own brand keywords, you ensure that your ad appears above competitors' ads, driving more traffic to your website and maintaining control over your potential customers. This not only protects your brand, but also ensures that customers find the most relevant and direct information about your hotel.

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2. Reduce dependence on OTAs

OTAs can be an important source of bookings, but at a high cost in commissions, which in some cases can reach up to 30%. By driving qualified traffic directly to your website through PPC campaigns, you reduce the need to rely on these platforms and, consequently, decrease the cost per acquisition of each customer. This not only improves your profit margins, but also strengthens your brand by fostering a direct relationship with your guests.

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3. Control the message and customer experience

Another advantage of investing in brand keywords is the total control over the message presented to users. Unlike OTA ads, where the message is focused on their own interests, in your PPC campaigns you can highlight exclusive promotions, benefits for booking directly, or any other relevant information that reinforces the unique values of your hotel. This allows for more effective communication aligned with your brand strategy, which can significantly improve the customer experience from the first point of contact.

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4. Improve visibility and conversion rate

Even if your website appears in the top organic positions on Google, PPC ads often occupy the most prominent spaces on the results page. By not investing in brand keywords, you run the risk of users seeing ads from your competitors or OTAs first before reaching your website. In addition, brand searches tend to have a high purchase intention, which means that users who directly search for your hotel are closer to making a reservation. By ensuring that these users reach your website through a PPC ad, you can significantly increase the conversion rate and capture more direct bookings.

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5. Minimize navigation errors and capture lost traffic

Investing in brand keywords also allows you to minimize the risks of navigation errors. For example, if a customer misspells your hotel name in the search engine, without an active PPC campaign, they could be directed to an OTA or a competitor. With PPC, you can capture even searches with typos, ensuring that users reach your official page, where they are more likely to make a direct booking.

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6. Complement your SEO strategy

PPC and SEO are not mutually exclusive strategies; in fact, they complement each other perfectly. While SEO is essential for maintaining a strong organic presence, PPC allows you to have additional and more immediate visibility in the top positions of the results page. This combination reinforces the perception of your brand, increasing user confidence and the likelihood that they will click on your website, which ultimately improves your overall results.

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7. Obtain valuable data to optimize your strategy

PPC campaigns provide a wealth of data about user behavior, such as the most effective keywords, conversion rates, and ad performance. This data is invaluable for optimizing both your PPC and SEO strategies. By investing in brand keywords, you not only protect your business, but also gain critical information that will help you make more informed decisions and continuously improve your marketing strategy.

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8. Agility to communicate promotions and offers

Finally, PPC campaigns allow you to quickly communicate any promotion or campaign you want to launch. Unlike OTAs, where your promotions can get lost among thousands of options, in your PPC ads you can highlight exclusive offers and direct users straight to the booking page, ensuring a higher conversion rate.

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ADDITIONAL WAYS TO CONTINUE PROTECTING YOUR HOTEL'S BRAND

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In addition to PPC campaigns, you can also protect your brand from OTAs. If you have detected that many of your users come from a specific metasearch engine, you can protect your brand on that metasearch engine. Investing, for example, in Tripadvisor Business Advantage allows you to have top positions in searches for your hotel, as well as being able to insert the URL of your hotel's website in the Tripadvisor listing. Otherwise, a third party could invest for you and insert the URL of a website similar to yours and market your hotel as if that were the official page.  

In conclusion, investing in brand keywords in PPC is an essential strategy to protect your hotel from the competition, increase the visibility of your brand, improve direct booking conversions, and obtain valuable data to optimize your marketing. At Roiback, we offer advanced PPC solutions that will help you maximize your brand's potential and maintain control over your customers. Don't let others capture your potential customers! Make sure your hotel is the first option when users search for your brand online.

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