Our agency Hotel Web Design specialises in assisting tourist facilities with their digital development. We are fortunate to be Google partner and offer to set up Google Ads campaigns. We are specialising in the hotel and catering sector for over 10 years. Our expertise has enabled us to improve the lives of several hotel restaurants and other accommodation facilities.
What is Google Ads?
Developed by Google, Google Ads offers a multitude of options for both free and paid digital communication:
- Campaigns on the Research Network
- Display campaigns
- Intelligent campaigns
- Campaigns for Applications
- Discovery campaigns
- Shopping campaigns
- Video campaigns
- Local campaigns
- Hotel campaigns
- Call campaigns
- Performance Max
In this article, we'll look at the Google Ads Hotel campaign. This is a free or paid referencing programme that can be used by hoteliers to promote their establishment and improve referencing their website.
By using Google Ads, a hotel can make its website appear in the ads at the top of the results page of a query thanks to a Google Ads campaign on the search network. This enables a hotel to appear on the first page of the first result.
How does Google Hotel work?
Google Hotel ads allows hotels to set bids to buy ads. They will then appear directly in a Google search. To work, Google needs some information. To start with, a list of the hotels or accommodation you want to display with all the information and attributes. Then information on room rates and availability, you'll also need to tell Google your prices and finally a direct booking link to your booking engine.
Google offers 5 bidding strategies:
- Commissions per stay, where the hotel pays a portion of the stay for all stays.
- Commission per conversion, which corresponds to a fixed value that you set each time a traveller makes a booking via the direct booking links.
- Optimised CPC (cost per click)
- CPC manual
- Percentage of CPC
According to a 2012 study by social media expert Isabelle Mathieu, the keyword "hotel" is one of the most expensive keywords in terms of daily cost. It costs around €30,000 per day.
By choosing to target certain keywords with Google Ads, the hotel is putting itself in competition with other hotels targeting the same keywords.
How do I 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 you need to do and how to illustrate it with images and diagrams. If you want to do it yourself, you can try to follow this guide, but don't forget that it's advisable to go through an agency. Here's a short summary of the different steps involved in creating a Google Ads Hotel campaign.
- First of all, you need to connect to your Google Ads account if you have one. If not, you will need to create one for your different accommodation(s).
- Then go to the campaigns menu and create a campaign with no specific objectivethen continued and clicked on the Hotel campaign.
- You will then need to link your account Hotel Centerwith your rates and accommodation and all the other information mentioned above. If you don't have one, Google recommends that you use an external service provider such as our agency to send your accommodation rates and availability to Google.
- Now it's time to work out the details of the campaign. First, give it a name.
- Then choose the type of auctionThese are the 5 auction strategies mentioned above.
- Once you have chosen your auction type, you need to define your budget. If you have a dedicated monthly marketing budget for the campaign.
- The campaign will appear on the google network only.
- All equipment are selected by default, you can change this setting to select a particular device.
- Thanks to the geographical area you can define a specific area where your ad will be shown
Once the settings are to your liking, save and continue.
You can create ad groups if you have several campaigns running at the same time for different establishments. You will need to define a name for this group, so that it is easy to find. Finally, you will need to place a bid for this group, which you will be able to modify 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 travellers when looking for accommodation.
Google Hotel Ads provides Internet users with information on the availability and prices of hotels and other types of accommodation.
Our Hotel Web Design agency offers accommodation owners the opportunity to manage their listing and google hotel campaigns.
Google insists and strongly recommends using an external service provider like our agency to manage and configure your google business profile, connect the rates and availability of your hotel(s) in order to display your free google booking link and finally start advertising.
Google's free booking links give you access to up to 25% of additional bookings at no extra cost.
What are the advantages of these services?
- Free service
- No charge from Google
- Hitting a specific target
- Be more visible
- Better referencing
- Increase traffic on the hotel website
- Increase direct bookings
- Display rates and availability in real time
- Google hotel ADS allows you to promote your hotel.
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