If you don’t already know it, the Google Hotel Ads solution is one of the most popular metasearches for hoteliers to capture travellers’ reservations. The solution is aimed at all types of establishments: hotels, aparthotels, hotel residences… Present in the metasearch landscape for years, Google Hotel Ads has become essential in the marketing strategy of a hotel.
Google Hotel Ads, what are they
Google Hotel Ads is the metasearch solution that allows hotels to reference their official website rates on their Google Business Profile page.
It allows you to display the price of your rooms to travelers who search for your hotel on Google. Indeed, your Google Business Profile page appears in Google results when a user types the name of your hotel or navigates on Google Map with the hotels filter, or navigates in the travel section of Google.
Thus, Google Hotel Ads campaigns are not linked to keywords, only to your Google Busines Profile page. This is what makes it a very interesting solution for hoteliers, because you will reach Internet users in the purchasing phase who show a strong interest in your hotel. Through this type of campaign, it is a very qualified traffic that you reach.
As we said above, Google Hotel Ads allows you to display the price of your website on your Google Business Profile page.
You must therefore set up Hotel Ads campaigns to attract qualified traffic to your hotel website. Once launched, the campaigns you carry out to display your official site prices will appear directly in the list of results displayed.
When you run campaigns for your business, your ads appear in two strategic places:
The Business Listing (formerly Google My Business): almost 90% of Google Hotel Ads traffic comes from the Local Universal listing part of the Google Business Profile page. It is therefore obvious that it is a strategic location to display your hotel.
To generate more traffic, you must ensure that you are present in the first 4 results that appear. Also, we recommend that you have on your hotel’s website the best rate compared with other resellers.
Google Maps: The Map remains an important section of Google today, where users can type in your hotel name and see your establishment appear. Google Maps represents on average 10% of the traffic generated by Google Hotels Ads.
Google Travel :
What types of bid strategies are available on Google Hotel Ads?
Meta ads
Google Hotel Ads offers several auction models to different advertisers:
Cost per click (CPC):
You have two options for activating bids, first a fixed bid per night or a percentage of the price of your room.
Google also offers the Bid Multiplier, which allows you to fine-tune your bidding strategy according to different parameters: medium, length of stay, check-in date, etc.
On Google Hotel Ads you have the option of managing your auction settings by market (France, USA, Spain, Canada, etc.).
The cost per acquisition (CPA):
This model allows you to manage your campaigns purely on performance. There are 2 types of CPA on Google Hotel Ads:
The CPA on the date of purchase allows you to manage your Google Hotel Ads campaigns based on performance. You set a commission amount with Google and the algorithm automatically adjusts your position based on your commission. As part of the CPA on the date of purchase, the commissions due are based on the date of the customer’s reservation.
The CPA by date of stay allows the hotelier to manage its performance-based Google Hotel Ads campaigns with Google billing based on the date of the customer’s stay. So if a traveler books in November to stay at your hotel in January, you will be commissioned in January. This template allows you to report cancellations and no-shows to Google.
You can couple campaign typologies (CPC, CPA) between the different markets. It is thus possible to have for the same hotel contracts in CPC and contracts in CPA.
Free Booking Links: in March 2021, Google launched Free Booking Links, these links are completely free. This new option now represents between 15 and 16% of Google Hotel Ads traffic. However, the conversion rate of these free booking links is 60% lower. hotel on google hotel ads view They are less visible, but still generate traffic on Google Hotel Ads.
Property Promotion Ads type
Thanks to Property Promotion Ads, you can show your hotel in the best positions on Google Maps. If your bid is high enough, you may appear on the first or second position of Google Maps, which could bring you significant traffic. The gain in visibility is significant and can take precedence over the ROAS.
You can choose to run campaigns on a CPC or CPA model, just like on classic Google Hotel Ads.
When to use Property Promotion Ads?
If you are a hotel looking for increased traffic to your destination. Property Promotion Ads can also be used for a new hotel looking for visibility, you can ensure the first position in a city for example.
Property Promotion Ads is a new type of ads allowing you to promote your hotel in the best positions. In detail, you will have the possibility of increasing the interest of Internet users for your establishment by displaying your hotel in the hotel search results.
How to use Property Promotion Ads for your hotel?
Ads are available to all advertisers worldwide.
To display PPA ads, you must meet several criteria:
– Have an active Hotel Center account associated with at least one Google Ads account.
– Have an active landing page in Hotel Center, or failing that participate in Book on Google.
– Have an approved establishment image for advertisers.
When to use Property Promotion Ads?
If you are a hotel looking for increased traffic to your destination. Property Promotion ads can also be used for a new hotel looking for visibility, you can ensure the first position in a city for example.
What are the benefits of Google Hotel Ads for a hotel?
You improve the visibility of your direct rates and increase your number of direct bookings.
With Google Hotel Ads you have control over your distribution strategy. You have multiple bidding models that give you flexibility and ROI. With Google Hotel Ads, you can promote your establishment in your own destination and reach Internet users who are actively looking for a hotel in your location. You will increase the notoriety of your establishment among all Internet users looking for a hotel in your city.
With constant changes based on traveler behavior, Google is continually updating its Google Hotel Ads solution with new features. Synergies between Google Ads and Google Hotel Ads are also under construction. By offering an even more optimal experience for Internet users, Google is strengthening its position as a major player in hotel distribution.
You have therefore understood that Google Hotel Ads is essential for effectively distributing your establishment online. Not only do you reach a qualified audience because it generates interest in your hotel, but you control your distribution costs.
If you would like to display your hotel on Google, do not hesitate to contact our Google Partner Premier certified agency.
