The hotel industry is a very competitive market in the search channel. Neglecting brand terms in your paid search strategy will have drastic consequences with key performance metrics, as Google’s algorithm puts a heavy weight on relevance across all aspects of an account. With brand terms as part of an account, a client has a much higher probability of seeing: - Higher Quality Scores - Lower Cost-Per-Clicks - Higher Direct Revenue - Higher Conversion Rates - Higher Impressions, Clicks, and Clickthrough Rates Without bidding on your brand terms, paid search will not provide the type of performance desired. Get the full story at Vizergy