When it comes to PPC advertising, it is crucial to achieve a high Quality Score for your adverts. The Quality Score Google assigns your keywords affects several aspects of your advertising campaign, including; how much you pay per click, if your advert shows and if it does, in what position it appears.

Google assigns a Quality Score to each keyword in your campaign. The Quality Score ranges from; Poor, OK, Good to Great.

There are various factors that affect the Quality Score of your keywords. These include the historical click through rate of your adverts, the keywords relevance to the adverts you are running and the content quality of your landing page – i.e how many times your chosen keywords are appearing in the text on your landing page.

A recent addition to how Google calculates your overall Quality Score is the time it takes your landing page to load. This hasn’t been widely publicised and many advertisers are probably unaware that this is now an important factor in the Quality Score.

There are various ways of improving the load time of your landing page. These include:

• Avoiding the use of redirects
• Keeping the page size as small as possible
• Compressing images to reduce the file size
• Keeping the use of flash to a minimum
• Not having third party content on the page

To find out more about optimising your website to assist your PPC campaigns, speak to our Marketing Team.

Corporate responsibility and an acceptable carbon footprint is an issue that is becoming increasingly important to commercial success for all hotel businesses.

The issue of your carbon footprint has become a global problem and as a result a key trend in how a hotel markets itself to potential visitors. More and more guests are taking the environmental policy of a hotel into consideration when choosing their accommodation. Your hotel will be much more attractive to visitors if you have a clear and thorough strategy to ensure your hotel is environmentally responsible.

Your website is a great way of communicating this strategy with your guests and demonstrating the steps you are taking to reduce your carbon footprint.
A great example of a website that has done this is Intercontinental Hotels:

http://www.ihgplc.com/innovation/

They have demonstrated the changes they have made in and around the hotel to ensure they are reducing their carbon footprint. They have managed to do this in a fun and interesting way that will appeal to potential visitors browsing the site and also be picked up by various blogs due to its innovative and fun usability. The more it gets talked about the more interest is created in the website and the more traffic the site will get, leading to increased bookings.

This website demonstrates how you can turn the often tricky task of becoming carbon neutral to your advantage.

To discuss innovative solutions for your website, feel free to talk to our Hotel Team