Another mistake made when first using search engine marketing for hospitality is placing large parts of the budget on ads prior to testing. Testing your ads allows you to utilize your budget to get the most return.
By utilizing split tests, you can increase your click-through rate. Simply put, the click-through rate or CTR is how many clicks you get per ad. The goal is to get the highest amount of clicks for the least amount of money.
Start with small chunks of the budget and test a variety of ads to see which perform best. Then, you can begin to add more money to the winning ads.