{"id":941,"date":"2013-12-18T10:01:25","date_gmt":"2013-12-18T10:01:25","guid":{"rendered":"http:\/\/www.hotelmanager.net\/it\/?p=941"},"modified":"2021-01-31T17:18:36","modified_gmt":"2021-01-31T17:18:36","slug":"hotel-sem-perche-investire-in-ppc-sul-brand-name","status":"publish","type":"post","link":"https:\/\/www.hotelmanager.net\/it\/hotel-sem-perche-investire-in-ppc-sul-brand-name\/","title":{"rendered":"Hotel SEM: Perch\u00e8 investire in PPC sul Brand Name?"},"content":{"rendered":"<p><a href=\"http:\/\/www.hotelmanager.net\/it\/wp-content\/uploads\/2013\/09\/ppc_management.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-943\" alt=\"ppc_management\" src=\"http:\/\/www.hotelmanager.net\/it\/wp-content\/uploads\/2013\/09\/ppc_management-300x183.jpeg\" width=\"300\" height=\"183\" srcset=\"https:\/\/www.hotelmanager.net\/it\/wp-content\/uploads\/2013\/09\/ppc_management-300x183.jpeg 300w, https:\/\/www.hotelmanager.net\/it\/wp-content\/uploads\/2013\/09\/ppc_management-268x164.jpeg 268w, https:\/\/www.hotelmanager.net\/it\/wp-content\/uploads\/2013\/09\/ppc_management.jpeg 320w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>Molto spesso vi sarete chiesti, in quanto albergatori se realmente \u00e8 valido investire in campagne di <strong>PPC<\/strong> sul nome dell&#8217;hotel, dando per scontato che questo esce direttamente in prima pagina con una comune risultato di una ricerca organica.<\/p>\n<p>Molti hoteliers si sono posti spesso questa domanda, lo stesso colosso <a href=\"http:\/\/www.nngroup.com\/articles\/internet-activity-bias\/\" target=\"_blank\" rel=\"noopener\">eBay ha recentemente portato avanti uno studio<\/a>, messo in evidenza da <strong>Nielsen<\/strong> <strong>Norman<\/strong> <strong>Group<\/strong> (un&#8217;importante societ\u00e0 di sondaggi), secondo la quale spesso interrompendo una campagna di <strong>PPC Branded<\/strong> non comporta particolari cambiamenti sull&#8217;incremento delle vendite.<\/p>\n<p>Lo staff di <strong>eBay<\/strong> ha voluto dimostrare cosa sarebbe accaduto se di colpo avesse cessato tutti gli annunci che contenessero proprio la parola &#8220;eBay&#8221;, i risultati sono stati netti, infatti su <strong>Google<\/strong> si \u00e8 perso solamente il 3% delle visite, mentre su <strong>Bing<\/strong> lo 0,5%.<\/p>\n<p>Questi risultati potrebbero essere propedeutici per spingervi a cessare le vostre azioni di PPC <strong>branded oriented<\/strong>, ma dal canto nostro siamo fermamente convinti che per un hotel il risultato cambia notevolmente. Non puntare sul nome della struttura potrebbe essere un errore imperdonabile, in primis non si possono fare dei paragoni fra un hotel qualsiasi e un colosso come <strong>eBay<\/strong>, in quanto la societ\u00e0 sopra citata non \u00e8 un erogatrice diretta di un prodotto o un servizio ma un intermediaria, poi la forza del suo brand \u00e8 talmente elevata che non ha assolutamente paura dei <strong>competitor<\/strong>.<\/p>\n<p>Ad oggi non esiste nessun servizio che fa campagne con la parola eBay per l&#8217;appunto, mentre per un qualsiasi albergo questo pericolo ha ragione di esistere, provate anche a domandarvi perch\u00e8 le principali <strong>OTA<\/strong> del mondo continuano ad investire massicce quantit\u00e0 di <strong>denaro<\/strong> direttamente sul <strong>nome<\/strong> di certi hotel? Ovviamente perch\u00e8 questo comporta un enorme fonte di guadagno per loro.<\/p>\n<p>In secondo luogo non dimenticatevi mai che <strong>l&#8217;utente medio<\/strong> non legge e non fa caso a dove clicca, infatti capita molte volte che si clicchi alla cieca sui risultati pi\u00f9 in alto, proprio quelli a pagamento. Le <strong>pagine dei risultati<\/strong> sono sempre scorse in maniera rapida e superficiale, non dimenticatevi mai che tutti gli studi in materia dimostrano che la visibilit\u00e0 nella parte alta dei risultati \u00e8 cruciale per colpire il vostro target di riferimento nelle <strong>SERP<\/strong>.<\/p>\n<p>Inoltre non va sottovalutato il fatto che ad oggi, i risultati sono differenti da quelli di un tempo, oggi ad esempio su Google dovete fare i conti con<strong> Hotel Finder<\/strong>, poi ci sono le <strong>mappe<\/strong>, i site, quindi fra le <strong>prime posizioni<\/strong> di una ricerca e fra quelle organiche potrebbero esserci molti link che si interpongono tra voi e l&#8217;utente.<\/p>\n<p>Non dimenticate che rimane comunque l&#8217;arma migliore per ottenere <strong>prenotazioni dirette<\/strong> al vostro hotel, non utilizzando questa tipologia di campagna vi far\u00e0 sparire dai risultati pi\u00f9 visti, quindi non potrete pi\u00f9 comunicare ai vostri clienti tutte le vostre strategie attuate per la <strong>disintermediazione.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Molto spesso vi sarete chiesti, in quanto albergatori se realmente \u00e8 valido investire in campagne di PPC sul nome dell&#8217;hotel,<\/p>\n","protected":false},"author":220,"featured_media":944,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout","footnotes":""},"categories":[25],"tags":[],"class_list":["post-941","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotel-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hotel SEM: Perch\u00e8 investire in PPC sul Brand Name? 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