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You’ve completed extensive keyword research and examined the competition in your particular marketplace within the hospitality industry. You’ve determined your unique selling proposition - what sets you apart from your competitors, and why customers should buy from you instead of from them. Now, you’re ready to set up your pay-per-click (PPC) advertising.

You write and rewrite ads until you’ve arrived at the perfect copy, creating a title that packs a punch and a snappy ad with a strong call to action. Way to go! Now, do it again, and again and again and again…

Research shows that generic ads used across your entire pay-per-click campaign are not nearly as effective as ads written for specific keywords or groups of very closely related keywords. A bed and breakfast ad targeting golfers must be very different than one aimed at shoppers, gourmands, or art aficionados; a couple looking for a romantic getaway will be swayed by different copy than a family traveling with children.
Even within the same general niches within the the travel and tourism industry, your ads should be very individualized and targeted towards the guests your travel destination caters to. For example, women golfers may have different triggers than male golfers. Women may be attracted by add-ons like spa treatments, while things like a putting green on site or guaranteed tee times at a famous course may be more enticing to men.

Yes, writing separate ads for every few keywords you bid on is tough and time consuming, but it is an important part of your internet marketing strategy and it will really pay off in your click-through and conversions rates. So, if you’re serious about PPCs, start writing.

Mary Bowling - Blizzard Internet Marketing, Inc.

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Categories: SEM, SEO.
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