Fly Agencies Aggressively Targeting Hotel Company Keywords in PPC [Study]

October 30th, 2013 by admin Leave a reply »

Bidding on a competitor’s keyword is a pretty daily practice in the paid search region. But BrandVerity conducted a study to observe just how many online travel offices were potentially stealing attention caused from a hotel brand’s name into the SERPs.

What the explore found was that travel agencies any significant and consistent presence into the PPC ad results when performing research online for a hotel’s brand name.

One example of this in action is the NUMEROUS results showing for a search on “Miami Best Western”:


These types of results were more normal in BrandVerity’s research. In fact , upon Bing, nearly one in every hunting for SERPs had an online travel agency (referred to as an “OTA” in the study) in the No . 1 position into the paid search results for a hotel label search.

On Google or Google mobile search, OTAs retained the No . 1 position near 12 percent and 17 nought per cent of the time, respectively.


Many OTAs used hotel brand name explicitly in their lines copy. On Bing, approximately 88 percent of OTA ads came with the brand’s name. In AOL, about 68 percent used the brand in the text. This occurred on Google 61 percent of the time and on Google mobile, 53 percent.


The following graph illustrates how many ads on average appeared per query in the paid search engine results, and of that, how many were advertisements from the hotel brand itself, rival ads and OTAs across motors like Google and its mobile network, Bing and AOL:


In its statement, BrandVerity acknowledged the fact that the hotel’s ad was a small slice because of regulations from advertising platforms against double serving ads from the exact same domain, but it did give advice on how brands could get a bigger part of the pie.

Only one ad for ‘New York Hilton’ could lead to the Hilton. com site. However , Hilton could also elect to run ads that landed on the site HiltonDeals. com. By doing so, their advertisements could appear twice on the SERP, thereby helping decrease their probability of being outranked.

2 brands used this exact technique rather effectively. They each used a regular secondary domain to advertise from, plus appeared on many SERPs with both of their domains. This made all of them the least likely to have their top advertisements outranked by OTAs. In fact , nor of the two brands was outranked on any Google or Bing SERPs.

For more information on how this study was conducted and extra data on travel agencies vs . hotel brands in paid research, you can download the report right here.

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