Measuring The Success (ROI) of Your Search Engine Marketing


One of the most successful and challenging things about marketing on the internet is that the impact of your marketing efforts is measurable. While critical to your initiative, the measurement of true return on investment (ROI) for the lodging industry is a complex exercise since the results manifest themselves across multiple channels. What further compounds the complexity of measuring these results is that often a website that is being marketed and the actual booking engine where the transaction is closed may be on different servers. In this article, we explain the challenges of measuring search engine marketing results and some solutions for accurately tracking your investment returns.

The Challenge of Measuring ROI

It is very challenging to measure the true ROI generated from your SEM efforts. In many cases, visitors leave your website and go to a branded booking engine or stand-alone booking engine to complete the purchase rather than booking directly on the hotel site. Most of the time, the purchasing cycle is closed on a different server and not on the server where your hotel website is hosted. While you can find out the total revenue booked through your site, it’s quite difficult to do sophisticated tracking, such as key word conversions, organic and paid conversions, unless you embed tracking codes in the back-end on booking engine pages. [more]


  Milestone's Top 10 Electronic Marketing Musts
  Internet Marketing Can Revitalize Floundering Hotels
  Are You Blogging Yet? Blogging for Lodging
  2007–Internet Marketing Must Do’s and Web 2.0 for the Adventurous

  Effective Email Marketing
  Milestone’s Top 10 SEO Tips
  How to secure higher ranking on Search Engines -
Top 10 Tips
  The Power of Local Markets
  Are You Social Networking?
  Are you driving a fast car with no wheels?
  Hits On The Web, Put Heads In Beds!

  Search Engine Strategies, Seattle, WA, July 26 & 27
  Hotels to HTMLs - Web 2.0 & Beyond
- Portland, OR, August 7
- Ft. Worth, TX, August 14
  2007 OH&LA Annual Conference, Columbus, OH, Nov 11

If you are interested in attending the workshops, send an email to [email protected]

GMs eCommerce Top 10 Checklist
Milestone recommends that GMs and DOSs look at the following key items on a weekly and monthly basis. Monitoring these items will enhance the eCommerce productivity of your hotel.  [more]

How Do You Measure The Importance Of The Internet?
Frequently, hoteliers measure the size and importance of the internet as a booking channel by the number of reservations flowing through their online booking engines. [more]


The Next Frontier in Internet Marketing – Web 2.0
It is evident that Web 2.0 initiatives are changing the way all industries operate today. [more]

Keyword Stuffing
The common question which reoccurs time after time is maximizing keyword usage. [more]


Domain Name Best Practices
Choose only one domain name for one business! [more]


Grand Canyon Quality Inn (May 2007)
The 232 room Quality Inn and Suites, Canyon Plaza is located a few minutes from the Grand Canyon National Park. Even though they were in a key market, they were not able to capitalize on it with their existing independent site. [more]


Milestone Internet Marketing, Inc. is a full-service internet marketing solutions provider and an educator for the travel and hospitality industry. We provide solutions for developing powerful internet presence and driving revenue on the internet. Our portfolio of services include developing and promoting independent and brand.com websites, blogs, podcasts, RSS, email marketing, etc. We currently work with over 500 hotels nationwide and are a preferred vendor for several major lodging brands. Milestone is also a leading internet marketing educator for the lodging industry and offers its popular and widely acclaimed internet marketing training workshop and book – Hotels to HTMLs for several lodging associations, brands, and management groups. www.milestoneinternet.com.
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