Ask the Expert Video Series: Why should I bid on my hotel name in paid search?

TIG Global's Ask the Expert Video Series offers you the chance to ask your most burning Internet marketing questions and get them answered by TIG Global e-marketing gurus. The questions with the most votes will be answered regularly and posted on our blog, ( http://blog.tigglobal.com ). This video is about search engine marketing. Our SEM manager answers the question: Why should I bid on my hotel name in paid search?

Category:

Education

Tags:

• tig global
• internet marketing
• ask the expert video series
• internet marketing expertise
• internet marketing answers
• emarketing answers
• search engine marketing
• sem
• online hotel marketing
• pay-per-click marketing
• ppc
• hotel brand marketing
• buying funnel

[TIGGlobalVideo]

Thank you for the question! We always want to make sure we are returning a positive and healthy ROI & ROAS for our clients. The cost of brand term bidding is the lowest of PPC strategies. Non-brand keywords are more expensive. So while trying to get new eyes to the site is certainly something we want, bidding on the keywords that will drive that new consumer base will always cost significantly more money than branded terms and will generally return a far lower ROI.

[TIGGlobalVideo]

We utilize an analytical tracking system that allows us to see what % of revenue is driven through our clients organic vs paid listings. We would not want our paid ads to cannibalize the free revenue we may be generating through organic listings, although I have never seen this situation arise here. In performing and reading multiple studies its fairly common to see a dip in overall revenue when turning your brand ads off.

[meancookie34]

thanks to God that I have found your video. It's very helpful! look forward to viewing the rest.

[anthonygraham68]

fantastic video, thanks for sharing .. keep it up =)

[beachtreeproperties1]

That makes perfect sense, thank you.

[beachtreeproperties1]

Playing devils advocate here - what if you are already have the #1 and #2 organic spots for your brand? How do you know if it makes ROI sense to bid on those terms? If people are looking for my brand, sure the competitor might steal a tiny % away, but it seems more common they would have clicked on the organic listing but instead they saw the PPC ad first. So now I paid for a formerly free visit. With limited budget, why not focus on the non-branded terms to get fresh eyes/new customers?