Paid search such as Google AdWords and pay-per-click (PPC) is generally a tactical outlet for driving short-term bookings - - a direct response advertising tool that allows hoteliers to achieve strong potential revenue. Paid search links search guests to hotel website booking engines. Paid search including AdWords is special, too, because of the value represented as a branding outlet, a public relations channel and its ability to lower distribution costs versus third parties. "We have experienced a 20% increase in PPC year over year," said Agnelo Fernandes, VP sales & marketing, Terranea Resort, Rancho Palos Verdes, California (terranea.com). "Since implementing an aggressive search marketing strategy, overall website revenue is up 50% year over year," said Steven V. Seghers, president of Hyperdisk Marketing in Irvine, California (hyperdisk.com), referring to one of his hotel clients in the San Francisco Bay Area. "Return on investment (R.O.I.) for paid search alone is 6-1 and 8-1, and when you add in the total spend generated from paid search it is up to 15-1." Get the full story at HSMAI