Launched in 2011, Google Hotel Ads (initially called Google Hotel Finder) is a search platform that displays hotel rates along with a direct comparison with the OTAs, enabling you to showcase your hotel on Google across different devices.
Hoteliers provide Google with up-to-date information on pricing, availability, and room types. Google will use this information to display relevant hotel ads to prospective customers searching for a place to stay.
For example, if a user searches for "hotel in New York," he will initially see a search results page that displays some organic and paid results. What stands out on this page is it displays organic search results and allows the user to polish their search query with filters like dates of stay, number of guests, price range, and hotel star rating.
Once the filters are marked, the user will see the available hotels along with a map.
Google is expected to shift more traffic to Hotel Ads, possibly at the expense of AdWords and organic search results. With roughly two-thirds of travel searches originating from Google, it offers a great opportunity for hoteliers to create a strong presence on this platform.
The process of creating Google Hotel Ads can be complicated and time-consuming. We know that it can be difficult to find time to become an expert in marketing. You have enough to worry about juggling daily tasks on your ever-growing to-do list.
Here we've tried to summarise the google ads campaign setup in few simple points:
Google Hotel Ads show live rates and availability to potential customers. The first step of hotel ad setup is to provide all necessary information about your hotel. All of the specific information can be managed in a Google Hotel Ad Central account.
The easiest and quickest way to fulfill all the above requirements is to work with Google Hotel Ad connectivity partners, like us! Here at INNsight, we will help you set up your hotel for google ads free of cost and fulfill all the above requirements. In addition, we will assist you with your live room availability status and rates to your Google Hotel Ad Central Account.
Hotel photos are essential elements as they will make you stand out from your competition. Having quality images of your hotel is necessary as it will gain more engagement and improve the booking experience for the guest and ultimately increase hotel bookings. After interacting with your ad, guests can click through the Google Hotel Ads booking page. This booking page contains more information about your hotels, such as reservation updates, photos, reviews, contact information, and directions.
Advertising on Google is complicated; you must take part in an online ad auction. Then, you’ll need to bid on your ads to show the ad to the viewer. There are different ad bidding strategies out there, meaning you can choose your strategies based on your goals. For example, you can select the perfect bidding strategy suitable for your hotel like target ROAS, cost-per-conversion (CPA), a commission strategy, enhanced cost-per-click.
INNsight has an experienced digital marketing team that's well versed in setting up Google Hotel Ads for your hotel and finalizing the perfect ad bidding strategies for your hotel. So when you inevitably need some help, INNsight is here to assist you!
Once your Google Hotel Ads account has been set up, it’ll require continuous management and optimization. Our team will provide you with a monthly report of the Google Hotel Ads campaign. This will help you to see the benefits of Google Hotel.
When a user conducts a hotel search, the list of hotels that have provided prices and bids for that location are selected from the initial hotel list. They are looking to promote the hotel that can best serve the user, according to their search. A base price bid is either fixed as a percentage or on a per night basis.
When you advertise through Google Search Network, your hotel ads will be displayed on a group of search-related websites and apps.
Your ad appears in search results when someone searches with terms related to your keywords. But while searching for hotels and not clicking on basic search network listings, it's harder to tell where the ad process begins.
Here is where Google Hotel Ads comes in; by providing details on the organic card listings like reviews, pricing, and amenities offered, and discounts, users can decide if they are interested or not. Also, they can refine their search by adding filters related to a preferred location, ratings, etc.
Using Google Search Network to advertise your hotel is tempting as it allows you to create an online presence. Still, you need to lure your prospects and generate sales by showcasing how your hotel differs from others. To be successful, you need to offer details, pictures, amenities, reviews, proximity to local attractions, etc. Basic text ads cannot accomplish all these, and hence, you need Google Hotel Ads to stand out from the crowd and convince your prospects to book a stay.
As per Google data, Hoteliers receive 10% of their bookings through Google Hotels Ads. Here we are sharing some of the key hotelier benefits of google hotels ads:
Google Hotels Ads contain your Company name, hotel name, callout extension, text, and description. You can change a hotel's prices by a hotel's availability of rooms.
According to Google data, 70% of travelers use various OTA platforms to plan their trips. Google ads allow the guest to book directly from their website or will enable them to book from the google listing. Once a guest clicks on your google Hotels Ad, they're taken directly to your hotel's website.
Due to the increase of direct traffic and bookings to your website, there are no middlemen between the hotel and guests.
When a user clicks on your Ads, they will be redirected to your site; Google has already filtered according to specific details like price range, location, services, availability, rating, etc. This means that they are highly qualified leads before they even get to the website. Therefore, the net revenue made through this ad vs. OTA booker is also going to be higher.
Google Hotel Ads provides hoteliers a platform to directly connect with their prospects and compete with big OTA platforms.
The most important question here is: how can one create an impactful presence on Google?
Hotel Ads requires an authorized integration partner to update Google with your hotel availability and current prices. INNsight can create and manage campaigns for your hotel; for more info, Click Here.
Depending on the technology you use, you might already have a listing on Google, making the process fast and easy. Partnering with INNsight allows you to create an online presence on Google and provides you with a complete digital marketing package.
Click here to learn how INNsight can help you today!