Nevistas Mobile Hospitality Edition



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SEM Fundamentals: A Hotelier’s Study Guide – By Dani Moragne

Do you want to create a Search Engine Marketing (SEM) strategy for your hotel but don’t know where to start? Have you tried, but are bogged down by all the jargon? Don’t worry, you’re covered with our SEM fundamentals.

More importantly, we know studying can be dry. So, we are implementing a reward system. Every time you finish a solid chunk of this study guide, you’ll get an adorable animal photo. Study on and conquer your SEM strategy!

SEM Study Guide: Definitions

Often the most confusing part of building an SEM strategy is understanding the terminology. So, to start us off, here are some definitions for relevant SEM foundation blocks—acronyms and all.

SEM: Also referred to as Paid Search. It refers to the practice increasing website visibility or traffic through paid advertising on search engines.

For any SEM strategy, there will be a few different bidding strategies for your ad campaigns. What you choose depends on your campaign type and advertising goals. Because of this, it is important that you write down and prioritize your marketing goals. Once you’ve done so, you can find the best bidding strategy for you. Here, we list and define the bidding strategy vocabulary.

Pay-per-click (PPC): This is when an advertiser pays only when their ad is clicked. Sometimes, PPC refers to pay-per-call, which is when a mobile user makes a direct call from the delivered ad. It is also important to note that SEM is always PPC, but other types of advertising such as Facebook, Twitter, or others can also be classified as pay-per-click. This is similar to how all squares are rectangles, but not all rectangles are squares.

As far as other words used in the world of online advertising, there can be too many to count. Below are some of the most common terms hanging around out there:

Your second stint of definitions is done! Hopefully, you have more energy than these two cute kittens, because we have more coming your way.

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SEM Study Guide: Need to Knows

Before you get jammin’ with your SEM strategy, we discuss a few useful concepts and resources.

Paid Search Platforms: Google AdWords is often the preferred paid search platform for search marketers. Developed by Google, it helps you advertise on the Google Search Network and its affiliate sites. You can bid on keywords so that your ad appears in Google’s top search results for visibility. Bing Ads follow Google AdWords closely as another paid search platform. Google AdWords, Bing Ads, and Yahoo search ads all have their own starter guides to help you grow your business through their platforms.

Above and Below the Fold: having a search result or ad “above the fold” means that it appears on the upper half of a web page, making it visible without having to scroll down. “Below the fold” is therefore the opposite, where a search result or ad is on the lower half of a web page.

You are always striving to be above the fold. With it becoming increasingly difficult to achieve preferred ad placement organically, paid search is a great complementary strategy to get you above the fold.

Campaign logistics: depending on which paid platform or platforms you choose, you will want to know the logistics of your campaigns. There is usually a structure or hierarchy to your campaigns.

Your Paid Search Platform account is at the top, your campaigns are second, your ad groups are third, and your keyword lists are last. It is helpful to structure your campaigns according to the structure of your website and your ad groups according to your services or products.

For example, you may have two campaigns, one for your hotel’s rooms, and the other for your hotel’s amenities. An ad group under your room campaign might be dedicated to your family suite package. On the other hand, an ad group under your amenities campaign might have your couple’s spa options. In general, creating organized campaigns and ad groups will keep you on top of your marketing goals.

You have conquered so much knowledge. Your destination is in sight! To keep you motivated and moving, here is an adventurous pup.

Best Practices for Creating Effective Ads

When creating ads, there are a lot of factors to consider to ensure you are getting the most bang for your buck. It may be helpful to write down this checklist and cross off each one as you implement best practice in your own campaigns.

About Dani Moragne

Dani is Sojern’s Content Marketing Intern. She holds a BA in Earth Science, loves the outdoors and spends her weekends working in ceramics. Her travel bucket list is long, and growing every day!

Posted by on December 6, 2017.

Categories: Hotel Industry News

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