Mobile Pay-Per-Click Ads and the American Hotelier
Erin Blank | 10 September 2007 |
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For only a small investment, there is huge profit potential.
The mobile search market is booming right now, and, as usual, Google is at the forefront of the action. Recognizing the increased profitability and the benefit of a more targeted audience, Google is capitalizing on the importance of the ever-evolving cellular market, benefiting both the consumer and the advertiser. Closely related to Local Search, Mobile Search is the next step in providing usable, specific data to the Google Search user.
Why is the mobile market proving to be so profitable for hoteliers? There are several reasons:
Targeted Audience – Many travelers are using mobile search to find a place to stay upon arriving at a destination. They simply enter the zip code and lodging type they’re looking for and are supplied with a list of hotels. They’re already in the town they want to stay, and they need a room – it doesn’t get much more targeted than that!
Increased Profitability – Mobile pay per click is still a relatively new concept, and many properties are slow to catch on. At this time, clicks are still very inexpensive, and conversion rates tend to be high.
High Tech Society – Cellular phones are evolving rapidly, and consumers are eating up the new technology. Cellular search is taking the place of the soon-to-be antique phone books, with people using their phones for everything from ordering a pizza to booking a hotel.
Convenience – Your potential guests like their travel plans to be come together without a lot of work. They pop a zip code into their phone, and a hotel listing comes up. If the hotel’s style and price match the consumer’s desires, they’re likely to book with you.
As mobile search is still relatively new, you can count on cheap bids and little competition at this time. It is best to get your ads set up now, so that you can gain credibility with Google before the competition catches on. This will greatly increase the opportunity for you to continue to pay less for excellent placement.
At this time, your mobile ads will probably not generate more than a few clicks a month, but for a couple of cents per click, they’re very worth the price. We are seeing such excellent conversion rates with these ads, you can’t afford not to set up a mobile ad campaign!
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