Most of the cost increases we’ve seen have been associated with brand-related keywords. Things that can affect cost per click like keyword quality score and average ad position have remained the same year over, yet the cost per click has been dramatically higher. This leads us to believe that stronger competition from OTAs and other booking sites are to blame. Some suggestions on how to maximize the impact of your PPC campaign include in the midst of OTA competition include: - Making sure include an offer or promotion to help you stand out. - Including language like “Official Site” to let users know that you’re not an OTA. - Using sitelink and callout extensions to capture more search real estate. Get the full stoy at O'Rourke Hospitality