Reducing OTA Fees With PPC Campaigns

Using PPC Campaigns, a Vizergy client reduced their OTA fees and boosted direct ROI by 212%!

Client Profile:

Vizergy’s client is a high-traffic hotel located in New York City, just a short shuttle ride away from LaGuardia Airport.

Its 358 modern-styled rooms feature spacious work areas for the business traveler. The hotel boasts an indoor heated pool, on-site restaurant and lounge, as well as a business center. Whether traveling for business or leisure, the hotel’s amenities leave guests feeling relaxed and revitalized.

Client Goal:

Our client’s goal was to reduce commission fees paid to OTA’s by increasing their direct bookings through an optimized pay-per-click (PPC) campaign.

Vizergy Strategy:

Vizergy’s strategy was to increase the client’s monthly PPC budget and employ a target outranking share bid strategy to combat OTA competition. Target outranking share allowed us to target specific competitors and ensure we outrank them for overlapping keyword searches.

We also implemented a geo-targeting campaign within a radius of the LaGuardia Airport to attract last minute bookings from travelers. This campaign consisted of both brand and non-brand keywords that have performed well historically.

Tactics:

  • Pause current PPC campaigns to focus on ROI and brand specific campaigns
  • Set timeline: 3 months – Set budget: $2,000/month
  • Choose geo-targeting radius: 3-miles
  • Exclude existing brand campaigns from radius for geo-targeting campaign

Campaign Results:

258% Better Click-Through-Rates (CTR)
212% More Return On Investment (ROI)
35% More Customers Delivered to Reservation System (CDRS)

Looking for more information about PPC? Check out some of our latest blog posts:

Hotel PPC & Display Advertising Explained
Display Advertising for Hotels
Attracting Over 500,000 Hotel Guests Using Display Ads
Making PPC Search Ads Work For Your Hotel

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