Google AdWords is used by a majority of lodging operators to promote their website in search engines.
A hotel is constantly optimizing its AdWords account to maximize ROI. A tough question asked by many hotel marketers is not just “what is my ROI?” and “How do I compare to the market? ” but, “Are others spending more or less?”
In an effort to try to answer some of those questions, we looked at Google Analytics for 101 lodging websites. 59 of those websites had AdWords data. The 59 include hotels, vacation rentals, resorts and inns.
We found that the average lodging website got 6,825 AdWords clicks during February, 2011:
- That is down from about 10,000 clicks a year ago.
- For those sites that used AdWords, AdWords accounted for 12% of their visits during February 2011.
- The average per-click price was $1.24.
Of those 59 lodging website, 45 of them had their e-commerce tracking turned on and setup. Because this smaller group was tracking $ revenue, we were able to generate a few other interesting averages:
- The average revenue generated in February, 2011 from AdWords was $33,478.
- The average ROI was 16 (for every $1 spent, $16 in revenue was generated
How does your AdWords performance compare to those averages?