30 Oct '13, 5pm

Travel Agencies Aggressively Targeting Hotel Brand Name Keywords in PPC [Study]

Travel Agencies Aggressively Targeting Hotel Brand Name Keywords in PPC [Study]

Bidding on a competitor’s keyword is a pretty standard practice in the paid search world. But BrandVerity conducted a study to see just how many online travel agencies were potentially stealing attention away from a hotel brand’s name in the SERPs. What the study found was that travel agencies had a significant and consistent presence in the PPC ad results when performing a search for a hotel’s brand name. One example of this in action is the PPC results showing for a search on “Miami Best Western”: These types of results were commonplace in BrandVerity’s research. In fact, on Bing, nearly one in every nine SERPs had an online travel agency (referred to as an “OTA” in the study) in the No. 1 position in the paid search results for a hotel brand name search. On Google and Google mobile search, OTAs held the No. 1 position approximately 12 percent and 17 percent of the time,...

Full article: http://searchenginewatch.com/article/2303979/Travel-Agenc...

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