Unfortunately, the cost of one of the most popular marketing tools available to hoteliers continues to rise. In just a short amount of time, we’ve seen dramatic surges in search engine marketing pay-per-click (PPC) costs (especially on Google), burning holes in hotel marketing budgets around the globe. PPC is an advertising system where hotel marketers pay only when an online user clicks on the hotel’s ad, regardless of how many times the ad was shown. A search engine, like Google, runs PPC ads using an auction of search phrases. The highest bidder of a search term gets the most prominent position on the SERP (search engine results page). Get the full story at Tambourine