As Google continues to milk their Paid Search cash cow, many hotel advertisers are left wondering how they can compete with larger brands and OTAs with seemingly unlimited marketing budgets.
GCommerce has seen this trend firsthand, with CPCs rising by as much as 30-40% YOY in some cases. All else being equal, this leaves hoteliers with 3 main options:
- Increase Paid Search budgets each year to keep up with rising CPCs
- Keep Paid Search budgets the same, acknowledging that revenue and ROI will most likely fall YOY
- Take budget away from Paid Search and put it into a different advertising channel
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