Posted by James Lee on 8th April 2012

Selecting PPC management software for Tourism & Hospitality Industry

We work with clients in many different industries and understand that each industry’s goals and requirements for their PPC management software differ.  For example, in the high volume e-Commerce industry, keyword bidding based on ROI is typically an essential feature.  Larger corporate clients that manage product inventory tend to place high importance on the PPC management software’s ability to integrate inventory into search advertising.

There are many different requirements that businesses can have in regards to their PPC management software. When beginning the selection process for PPC management software, it is critical that a company first define its current and future requirements.  On the other hand, you’ll want to make sure you have a clear picture of the features included in the PPC management software and associated costs so that you don’t end up paying for features that your business will not need.

Just as the requirements differ between industries and individual companies, so do the features offered by various PPC management software vendors. In other words, not all PPC management software is alike and not all is likely the best suited for your business.

In our research and development efforts, we have found that there are PPC campaign requirements typical of certain industries that tend to be particularly well-suited to the features offered by ClickSweeper. In particular, we have found that the requirements of e-Commerce and Tourism & Hospitality companies are especially well-suited to the features offered by ClickSweeper.

The Tourism & Hospitality industry relies heavily on paid search to generate leads and maximize sales. In this industry, the average sales price is relatively high.  To maximize their advertising ROI, tourism and hospitality advertisers want to control both search networks as well as display networks in their bidding.  ClickSweeper addresses this requirement by providing campaign management and bidding on both networks.  Another characteristic of this industry is that it tends to attract good quality traffic from MSN Bing search as well as Google search.  As a result, advertisers in this industry typically place a high level of importance on PPC bid management software that offers features covering both Google and MSN. This requirement is met through ClickSweeper’s bidding & campaign management feature; one of the features is campaign copy from Google campaign to MSN instantly.

Another characteristic commonly seen with companies in the e-Commerce and Tourism & Hospitality industries is that they tend to generate a high number of conversions. This characteristic is a prerequisite for running campaigns utilizing conversion based and ROI based bidding.  While we have seen some companies, particularly in the hospitality industry, experiment with position based bidding; the trend favors ROI based bidding that maximizes conversions while containing acquisition costs.  ClickSweeper’s bid management feature supports conversion based bidding, ROI driven bidding and position driven bidding.  It also provides the flexibility to manage bid strategy at the keyword level giving advertisers the ability to select any one of the three bidding options for any keyword.

Finally, the economical pricing packages offered with ClickSweeper tends to win the favor of businessman who have a good ad budget but still want to lower software cost in Tourism & Hospitality industries.

In review, the close alignment of the features and pricing of ClickSweeper with the requirements of advertisers in the e-Commerce and Tourism & Hospitality industries makes it one of most well-suited PPC management software options available for these companies.

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