Use Hotel Ads, and Google promises “You’re going to need a bigger welcome mat.” Is this just a little marketing hyperbole from the tech giant, or can Google's Hotel Ads boost online traffic and onsite bookings? It could be both! It depends on how effectively you put this dynamic tool to work for your business. Your digital marketing agency can help you maximize results.
Say you’re searching for a hotel in South Florida. Like the majority of travelers, you turn to your favorite search engine. According to Google research, “The internet is the top source for both leisure and business travel planning.” More specifically, search engines are the top tool for leisure travelers and #2 for business travelers (second only to hotel websites/apps).
A search for “hotels in South Florida” shows you the following results:
You can easily interact with the listings. Choose the dates, number of guests, price range, rating, hotel class, and amenities you’d like. For our example, you select 2 guests, under $150, user rating of 4 stars, any class, free breakfast, and pet-friendly accommodations. Google refines your options, provides a list of relevant hotels, and offers a map:
See something you like? Click on the listing to see the hotel details card, which includes offers from Expedia, Hotels.com, Kayak, etc. as well as the hotel’s website. You’ll also see a quick summary, reviews, pictures, and web results. A big benefit: you can book right from there. Easy, quick, convenient.
Competing online is essential for today’s hoteliers. Over 148.3 million online travel bookings are made each year; that accounts for about 57% of all travel bookings. Google Hotel Ads can help you navigate this tech-oriented market by:
To put these Ads to work for you:
If, for example, you realize a higher conversion rate when searchers use smartphones and go through Google.com, you can use the multipliers device type and Google site to increase your bids. On the other hand, if you’re doing just fine booking direct on weekends, why not decrease your bids by editing your check-in days of week multiplier.
Simply send your Google technical account manager (TAM) an .ico or .png file with your logo (centered and 32x32 pixels).
These are all important initial steps to help your hotel capitalize on the promise of Google Hotel Ads and implement a strong hotel search engine marketing strategy. When you partner with an agency experienced in hotel marketing, you can realize big gains -- and see your occupancy rate rise right along with your online visibility.