Stop throwing away hotel money on google optimization or pay per click advertising! Google can bring a potential customer to your doorstep but it can't convert that click into "money in the bank" unless your website is performing.
Is your website performing optimally? Are you converting at least 3% of all unique visitors to the reservations page?
The tools are available through GoogleAnalytics to track website success or the lack thereof. How often do your visitors leave your website immediately after they view the HOME page? (if this is the case perhaps you are targeting the wrong keywords, the wrong markets .... or your HOME page needs some work!). How long are visitors spending on the site and/or are the returning? And when are they leaving?
The combination of a powerful, carefully monitored pay per click campaign on Google and a hotel website that delivers the content the consumer "needs" to book a vacation can be one of your most cost effective channels bring unprecedented profit to the bottom line!
For those can afford it Google will manage your clicks for you. Unfortunately the cost is prohibitive and only make sense to those with inventory and funds to spare. But if Google can bring back returns of, let's say, $15:$1 or more that is a very good indicator that there is room for improvement in your own campaign.
For the larger companies who can afford to have Google manage (with those statistics) it is a NO BRAINER decision to let the guys who know it best manage it.
For all others, do the homework or have someone who knows how to use these two factors bring you back RATE OF RETURN. DO NOT just through money at Search Engine Optimization or Pay Per Clicks as all it delivers to you are CLICKS.
Richard B Evans, CHA, CHAE, CRME, LKKD
Hotel Revenue Consultant
(786) 897-0652
