Our agency Hotel Web Design specializes in supporting tourist structures in their digital development. We are fortunate to be a Google Partner and offer Google Ads campaign setup. We have specialized for more than 10 years in the hotel and catering industry. Our expertise has enabled us to improve the life of several hotel restaurants and other accommodations.
What is Google Ads?
Developed by Google, Google Ads offers a multitude of options for paid digital communication, including:
- Search Campaigns
- Display campaigns
- Smart campaigns
- Campaigns for Apps
- Discovery campaigns
- Shopping campaigns
- Video campaigns
- Local Campaigns
- Hotel campaigns
- Appeal campaigns
- Max Performance
In this article, we will focus on the Google Ads Hotel campaign. It is a paid SEA / ADS program that can be used by hoteliers to promote their establishment and improve the SEO ranking of their website.
By using Google Ads, a hotel can display its website with ads at the top of the search results page through a Google Ads campaign on the search network. This is what then allows a hotel to appear on the first page in the first result.
How does Google Hotel work?
Google Hotel ads allows hotels to set bids to purchase ads. Then they will appear directly during a google search. To work, Google needs information. To start a list of hotels or accommodation you want to display with all information and attributes. Then information on room rates and availability, you will also need to communicate your prices to google and finally a direct booking link to your booking engine.
Google offers 5 bidding strategies:
- Commissions per stay, where the hotel pays part of the cost of the stay for all effective stays.
- Commissions per conversion which corresponds to a fixed value that you set each time a traveler will book from the direct booking links.
- CPC (cost per click) optimized
- Manual CPC
- CPC percentage
According to a 2012 study by social media expert Isabelle Mathieu, the keyword “hotel” is one of the of those most expensive in daily cost. Its cost is around 30,000 euros per day.
By choosing to target certain keywords with Google Ads, the hotel puts itself in competition with the other hotels that target the same keywords.
How to create a campaign on Google Ads Hotel?
To create a Google Hotel campaign, Google has provided its users with a very comprehensive user guide. it explains in detail step by step, what to do and how sometimes even illustrate with pictures and diagrams. If you want to do it alone you can try to follow this guide but don’t forget that it is advisable to go through an agency. Here is a short summary of the different steps to create a campaign on Google Ads Hotel.
- First, sign in to your Google Ads account if you have one. Otherwise, you will have to create one for your different accommodation(s).
- Then go to the campaigns menu and create a campaign without a specific objective, then continue and click on the Hotel campaign.
- Then you will need to link your Hotel Center account, with your rates and accommodations and all the other information mentioned above. If you do not have one, Google recommends going through an external service provider such as our agency to send the prices and availability of accommodation to Google.
- Now on to the details of the campaign, first, give it a name.
- Then choose the type of bid, these are the 5 bid strategies mentioned above.
- After choosing your bid type you need to define your budget. If you have a monthly campaign-appropriate marketing budget.
- The campaign will appear on the google network only.
- All devices are selected by default, you can change this setting to select a particular device.
- With the geographical areayou could define a specific area where your ad will be shown
Once the settings to your liking have been saved and continued.
You can create ad groups if you have several campaigns at the same time for different establishments. You will need to define a name for this group, to find it easily. And finally you will have to place a bid on this group, you can modify this bid as you wish once the campaign has been created.
Google Hotel Ads
Developed in 2011 and formerly known as Hotel Price Ads, Google Hotel Ads is increasingly used by travelers when looking for accommodation.
Google Hotel Ads provides information to Internet users about the availability and prices of hotels and other types of accommodation.
Our Hotel Web Design agency offers accommodation owners the ability to manage their google hotel profile and campaigns.
Google insists and strongly recommends using an external service provider such as our agency to manage and set up your google business profile, connect your hotel(s) rates and availability to show your free google booking link and finally start ads.
Google’s free booking links get up to 25% extra booking at no extra cost.
What are the advantages of these services?
- Free service
- No fees from Google
- Hit a specific target
- Be more visible
- Have better SEO
- Increase traffic to hotel website
- Increase direct bookings
- Display prices and availability in real time
- Google Hotel Paid Ads allows you to promote your hotel.
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