Pros and Cons for Purchasing Hotel Brand Terms in Paid Search

We are often asked whether it is necessary to purchase the hotel branded keyword terms (property names, trademarks, hotel brand names) in paid search marketing on the main search engines Google, Yahoo.

This is a great question, indeed- do we really need to purchase our own brand terms? Even if the hotel site is coming up number 1 organically, do we have to launch a paid search campaign using the hotel brand name terms? Isn’t this a waste of advertising dollars? This question has actually been on SEM practitioners’ minds for quite some time.

Search Marketing (SEM) has become one of the most popular online advertising formats. Actually, 45% of every advertising online dollar is spent on paid search today.

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