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In the first part of our complete guide to online marketing and strategy for hotels, published earlier this week, we talked about brand protection to drive direct sales. Another method that can be used and is very effective is pay per click (PPC) advertising in search engines, also known as search engine marketing, or SEM.
SEM drives high ROI through brand protection
As most of you will undoubtedly know, you can bid on keywords searches in Google, Yahoo, Bing and other search engines. Ads appear above the natural search results in the search engine result pages (SERPs), as well as below.
The positions at the top and the bottom of the search engine pages get premium visibility, hence you can bid on them via a PPC model.
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