Unlocking the Power of Google Ads for Hotels: Tips and Tricks
Unlock the power of google ads for hotels with tips and tricks to boost visibility, direct bookings, and ROI. Learn setup, targeting, and optimization.
When it comes to boosting visibility and driving direct bookings for your hotel, google ads for hotels are a powerful tool. Here’s a quick summary to address what you need to know:
- Place your hotel ad on the first page of Google search results
- Target specific demographics and interests
- Retarget visitors who didn’t book initially
- Track conversions and measure ROI
In the competitive hotel industry, being seen by the right audience at the right time is critical. Google Ads for hotels offer a targeted, efficient way to achieve this. With Google processing over 3.5 billion searches daily, leveraging Google Ads ensures your hotel appears when potential guests are searching for destinations, attractions, or events.
I’m Shahar Rubin, the founder and CEO of Sail. With experience in AI-driven marketing and technology, I've helped numerous hotels harness the power of Google Ads for hotels to boost direct bookings and reduce marketing costs.
What are Google Ads for Hotels?
Google Ads for hotels are paid advertisements that appear across Google's various platforms, including Search, Maps, YouTube, and more. These ads help hotels gain visibility, attract potential guests, and increase direct bookings.
Types of Google Ads for Hotels
Google offers several ad types specifically custom for hotels:
Hotel Ads: These ads appear when users search for hotels on Google. They display your hotel's availability, pricing, and booking options. Hotel Ads can show up on Google Search, Maps, and other Google properties.
Text Ads: These are standard ads that appear on Google Search results pages. They are labeled as "Ads" and can include extensions like location or phone number.
Shopping Ads: Although primarily for retail, Shopping Ads can display hotel-related products, like gift vouchers or packages.
Image and Video Ads: These ads appear on the Google Display Network, which includes YouTube, Gmail, and millions of other websites.
Dynamic Search Ads: These ads automatically generate headlines and landing pages based on your hotel’s website content, ensuring relevant and up-to-date information.
Google Hotel Ads: A Deeper Dive
Google Hotel Ads are a special type of ad custom to the hospitality industry. They allow hotels to appear in the top listings when users search for accommodations.
Why are they important?- Visibility: Appearing in the top spots increases your chances of being seen.- Direct Bookings: Users can book directly through Google, increasing your revenue.
How Google Hotel Ads Work
Google Hotel Ads pull real-time data from your hotel's profile, including inventory and rates. This ensures that potential guests see the most accurate information.
To set up Google Hotel Ads:1. Create a Google Business Profile: This includes details like your hotel's name, address, and contact information.2. Use a Channel Manager: This tool helps keep your inventory and rates up-to-date across all platforms.3. Run Campaigns: Set up and manage ad campaigns through Google Ads or the Hotel Center.
Hotel Campaigns in Google Ads
Creating a hotel campaign involves several steps:1. Objective Setting: Define what you want to achieve (e.g., more direct bookings, increased website traffic).2. Campaign Creation: Choose your ad type, set your budget, and select your target audience.3. Ad Groups: Organize your ads into groups based on similar themes or objectives.4. Bidding Strategies: Decide how much you're willing to pay for each click or booking.
Managing Your Google Ads
Once your campaigns are live, continuous management is crucial. Use tools like the Google Ads API and Hotel Center to:- Update bids and budgets- Monitor performance- Adjust strategies based on data insights
By leveraging Google Ads for hotels, you can ensure your property stands out in a crowded marketplace. These ads provide a direct path to potential guests, making it easier for them to find and book your hotel.
Next, we’ll explore how to set up your Google Ads for hotels, from creating your Google Business Profile to running effective campaigns.
Setting Up Google Ads for Hotels
Creating a Hotel Campaign
Setting up a hotel campaign on Google Ads involves several steps. Follow this guide to ensure a smooth setup:
- Log into Your Google Ads Account:
- Click the Campaigns icon.
- Select Campaigns from the dropdown.
Click the blue plus button and choose New campaign.
Set Campaign Objective:
- Choose Create a campaign without a goal's guidance.
Select Hotel as your campaign type.
Link Your Hotel Center Account:
If you are new to hotel campaigns, integrate your hotel list and rates in Hotel Center or link to an account created by an integration partner.
Configure Campaign Settings:
- Campaign Name: Enter a recognizable name.
- Bidding: Choose a bidding strategy that suits your goals. You can change this later.
- Budget: Set your daily or monthly budget.
- Networks: Hotel campaigns only show on the Google Search Network.
- Devices: Ads will show on all devices by default.
Locations: Specify where your ads should appear.
Create Ad Groups:
- Enter an Ad group name.
- Set the initial Bid for the ad group.
Click Save to proceed to the hotel groups page.
Hotel Listings:
- On the hotel groups page, you will see "All hotels" targeting all your linked hotels. Create more specific hotel groups if needed.
Managing Hotel Ads
Effective management of your hotel ads is key to maximizing your campaign's success. Here’s how to manage your Google Ads:
- Google Ads API and Hotel Center:
- Use the Google Ads API to create and manage campaigns, ad groups, and bids.
For tasks like updating hotel feeds and pricing, use the Hotel Center.
Campaign Management:
- Regularly update bids and budgets based on performance.
Monitor metrics like click-through rates and conversion rates to make data-driven adjustments.
Ad Group Bids and Bid Modifiers:
- Set and adjust bids for different ad groups to optimize performance.
Use bid modifiers to increase or decrease bids based on factors like device type or location.
Bidding Strategies:
- Choose from various bidding strategies such as CPA (Cost Per Acquisition) or target ROAS (Return on Ad Spend) based on your campaign goals.
Prerequisites
Before you start, ensure you have:
- Access to the Hotel Center Console: Either through an authorized integration partner or direct integration with Google.
- Hotel Center Account ID: Needed to link your Google Ads account with the Hotel Center account.
Campaign Creation Steps
- Create a Hotel Campaign:
Follow the steps outlined above to set up a new campaign.
Create a Hotel Ad Group:
Organize your ads into groups based on themes or objectives.
Create Hotel Listing Groups:
Use subdivisions to make your bidding more specific.
Set Up Bidding:
Choose a bidding strategy that aligns with your campaign goals.
Query Ad Performance:
- Use the Google Ads API to track and analyze performance metrics.
By following these steps, you can effectively set up and manage your Google Ads for hotels, ensuring your property stands out and attracts potential guests.
Next, we’ll explore effective targeting strategies to ensure your ads reach the right audience.
Effective Targeting Strategies
Keyword Strategies
Effective targeting is the backbone of a successful Google Ads for hotels campaign. By using the right keywords and targeting options, you can ensure your ads reach the right audience at the right time.
Demographics
Target your ads based on specific demographics like age, gender, and income level. For instance, if your hotel offers premium services, you might focus on higher income brackets.
Affinity
Affinity targeting allows you to reach people based on their interests and habits. If your hotel has a spa, you can target users interested in wellness and relaxation.
In-Market
In-market targeting focuses on users actively searching for services similar to what you offer. For example, you can target people looking for "hotels in Monterey" or "weekend getaways."
Similar Audiences
This option targets users similar to your existing customers. It expands your reach by finding new guests who share traits with your current clientele.
Remarketing
Remarketing targets users who have previously visited your website but didn’t book a room. Show them custom ads to bring them back to complete their booking.
Placement
Placement targeting lets you choose specific websites or apps where your ads will appear. You can place your ads on travel blogs or tourism websites relevant to your location.
Content Keywords
These are keywords relevant to your hotel's offerings. If you have a rooftop bar, use keywords like "hotels with rooftop bars" to attract guests looking for that feature.
Display Expansion
Display Expansion for Search allows Google to automatically find relevant users and target them with your ads. This option uses Google's smart algorithms to extend your reach.
Keyword Types
Branded Keywords
These include your hotel’s name, like "Stage Coach Lodge" or "Holiday Inn Express." Branded keywords help capture users specifically looking for your hotel.
Generic Keywords
These are broad terms like "hotels in San Francisco" or "best accommodations." They attract users with a wide range of intents.
Transactional Keywords
These keywords have specific conversion values, such as "hotels with Wi-Fi services" or "accommodations with daily housekeeping." They target users ready to book.
Locational Keywords
These focus on geographic locations, such as "hotels near the Golden Gate Bridge" or "accommodations in New York City."
Long-Tail Keywords
Long-tail keywords are more specific and usually less competitive. For example, "family-friendly hotels in San Francisco with free breakfast."
Informational Keywords
These attract users looking for information. For instance, "things to do in Oakland" or "best places to visit in New York." These keywords can bring in potential guests who might book later.
By strategically selecting and combining these keyword types, you can maximize your reach and conversions. Next, we’ll discuss cost and budget management to ensure you get the most out of your ad spend.
Cost and Budget Management
Bidding Strategies
Managing your budget effectively is crucial for maximizing the return on investment (ROI) of your Google Ads for hotels campaigns. Let’s dive into various bidding strategies and how they can help you control costs while driving bookings.
Commission Models
Starting April 30, 2024, new hotel ad campaigns will no longer support commissions-based bid strategies. Existing campaigns can continue to use these until February 20, 2025. There are two main commission models:
- Commission (per conversion): You pay only when a traveler books your hotel through your ad.
- Commission (per stay): You pay only when a traveler completes a stay they booked through your ad. This option is available to select partners.
CPC (Cost Per Click)
With CPC bidding, you pay every time a traveler clicks on your ad. This method allows for precise budget control and can be adjusted based on factors like device type, traveler location, and length of stay.
CPC% (Cost Per Click Percentage)
This strategy allows you to set bids as a percentage of your room rate. For example, if your room rate is $100 and you set a 5% CPC bid, you will pay $5 for each click.
Improved CPC (ECPC)
ECPC automates bid adjustments for a Max CPC bidding strategy. It increases your bids for clicks that are more likely to lead to a booking, optimizing your budget for better conversions.
CPA (Cost Per Action)
CPA bidding focuses on getting the most conversions at a set cost per action. For example, if your CPA target is $20, Google will try to get as many bookings as possible within that cost.
Target ROAS (Return on Ad Spend)
Target ROAS helps you optimize your bids to maximize conversion value based on real-time data. If your target ROAS is 400%, Google will adjust your bids to achieve $4 in revenue for every $1 spent.
Manual CPC
Manual CPC gives you full control over your bids. You set the maximum amount you’re willing to pay per click. This strategy is time-consuming but allows for detailed budget management.
CPV (Cost Per View)
CPV bidding is used for video ads. You pay for each view or interaction with your video ad. A view is counted when someone watches 30 seconds of your ad or interacts with it.
vCPM (Viewable Cost Per Thousand Impressions)
vCPM focuses on the number of impressions rather than clicks. You pay for every 1,000 viewable impressions of your ad. This is ideal for building brand awareness.
Budget Settings and Cost Control
Setting a daily or monthly budget is essential to control your ad spend. Google Ads allows you to set budget limits to ensure you don’t overspend. You can also use automated rules to adjust your budget based on performance metrics.
ROI Optimization
To maximize ROI, focus on high conversion rates and low costs per conversion. Use the free Conversion Tracking Tool in Google Ads to measure your conversion rates. Set performance targets to keep your CPA within desired limits.
Wasted Spend: Use negative keywords to eliminate irrelevant traffic. This helps in reducing wasted spend and ensures your ads reach the right audience.
By understanding and applying these bidding strategies, you can effectively manage your budget and maximize your ROI. Next, we'll explore how to measure success and optimize your campaigns for better performance.
Measuring Success and Optimization
Tracking Conversions
Tracking conversions is crucial to understand how effective your Google Ads campaigns are. A conversion is any valuable customer action, like a booking or a sign-up. Here’s how to track conversions effectively:
Set Up Conversion Actions: In your Google Ads account, go to Tools & Settings and select Conversions. Create a conversion action that aligns with your goals, like booking a room on your hotel website.
Install the Tracking Code: After setting up your conversion action, Google will provide a tracking code. This code needs to be added to your website to start collecting conversion data.
Google Ads Tag: This is a snippet of code that Google uses to track conversions on your website. Follow the steps to install it correctly.
Review Performance Targets: Use Performance Targets to set goals, like a specific cost per action (CPA). This helps you keep an eye on whether your campaigns are meeting your financial objectives.
Improving Quality Score
The Quality Score is a key metric in Google Ads. It impacts your ad costs and positions. Here’s what you need to know:
Expected Click-Through Rate (CTR): This metric estimates how likely users are to click on your ad. A higher CTR means more clicks and a better Quality Score. The average CTR for Google Search Ads is 1.91%.
Ad Relevance: Google evaluates how closely your ad matches the keywords and user intent. For example, if your keyword is "San Francisco accommodations," ensure your ad mentions San Francisco and accommodations.
Landing Page Experience: This is determined by how relevant and useful your landing page is to users. Ensure your landing page content matches your ad text and keywords. Google looks for original and valuable content on the landing page.
Conversion Rates and Cost Per Action
Conversion rates are calculated by dividing the number of conversions by the total number of ad interactions. For example, if you had 50 conversions from 1,000 interactions, your conversion rate is 5%.
- High Conversion Rates: Aim for high conversion rates to maximize ROI. Use the Google Ads conversion tracking tool to measure this.
- Low Cost Per Action (CPA): CPA is the average amount you pay for a conversion. It’s calculated by dividing the total cost of conversions by the total number of conversions. Aim for a low CPA to ensure profitability.
Reducing Wasted Spend
Wasted Spend occurs when your ad budget is used on irrelevant clicks. To minimize this:
Use Negative Keywords: Identify and add negative keywords to prevent your ads from showing for irrelevant searches. For example, if you don’t offer services in a specific location, add that location as a negative keyword.
Review Search Terms: Regularly check the search terms report to see what queries are triggering your ads. Adjust your keywords and negative keywords accordingly.
By tracking conversions and improving your Quality Score, you can optimize your Google Ads for hotels, ensuring you get the most out of your ad spend. Up next, we'll dive into effective targeting strategies to further improve your campaigns.
Frequently Asked Questions about Google Ads for Hotels
How to create Google hotel ads?
Creating Google hotel ads involves several steps, but it’s straightforward once you get the hang of it. Here’s a quick guide:
Set Up Your Google Ads Account: Visit the Google Ads homepage and sign in with your hotel’s official email address. If you don’t have an account, you’ll need to create one.
Claim Your Google Business Profile: This is essential for your hotel to appear in search results. Make sure all your hotel information is accurate and up-to-date.
Link to Hotel Center: Access the Hotel Center console and link it to your Google Ads account. This step is crucial for managing your hotel’s inventory and rates in real-time.
Create a Hotel Campaign: In Google Ads, select the campaign type custom for hotels. Use the hotel picker tool to choose your properties and pre-populate ads with details like copy, images, and URLs.
Set Up Ad Groups and Bids: Organize your ads into groups based on themes or target audiences. Set your bidding strategy to control costs effectively.
Launch Your Campaign: After reviewing all the details, launch your campaign. Monitor its performance using the Google Ads dashboard.
What is the cost of Google hotel ads?
The cost of Google hotel ads varies based on several factors:
- Location: Hotels in popular tourist destinations may face higher competition and costs.
- Competitors: The number of competitors and their ad spend can influence your costs.
- Bid Strategy: You can choose from various bidding strategies like Cost-Per-Click (CPC) or Cost-Per-Acquisition (CPA).
Google allows you to control your budget by setting daily and monthly limits. You only pay for actual interactions, like clicks on your ad. This ensures you manage your ad spend effectively.
Where do Google hotel ads appear?
Google hotel ads can appear across multiple platforms, giving your hotel maximum exposure:
- Google Search: When users search for hotels, your ads can appear at the top of the search results.
- Google Maps: Ads appear when users search for hotels in a specific area on Google Maps.
- Google Travel: Your hotel ads can show up when users are planning their trips on Google Travel.
- YouTube: With Performance Max for travel goals, your ads can even appear on YouTube.
By appearing on these platforms, your hotel gains visibility exactly when potential guests are looking for accommodation.
Learn more about Google’s Performance Max for Travel ads here.
By understanding how to create, budget, and place your ads, you can leverage Google ads for hotels to boost your visibility and drive more direct bookings. Next, we’ll explore effective targeting strategies to make your campaigns even more successful.
Conclusion
In summary, Google Ads for hotels offer a powerful way to boost visibility and increase direct bookings. With the right setup and management, these ads can help your hotel stand out on platforms like Google Search, Maps, and YouTube, reaching potential guests exactly when they are looking for accommodations.
The benefits of using Google Ads for hotels are numerous:
- Increased Visibility: Your hotel appears on top of search results, Google Maps, and other platforms.
- Direct Bookings: Save on OTA commissions and build direct relationships with your guests.
- Trust and Reach: Leverage Google’s vast user base and trusted platform to attract more bookings.
- Advanced Targeting: Use various keyword strategies and audience targeting to reach the right guests.
- Performance Insights: Use Google’s tools to track and optimize your campaigns for better ROI.
At Sail, we specialize in AI-driven marketing solutions that take the complexity and risk out of managing Google Ads for hotels. Our unique model covers your ad spend upfront and charges only for the bookings we generate. This means no setup fees, no retainer fees, and no long-term commitments.
Our approach seamlessly integrates with your existing hotel systems, making it easy to start seeing results. By featuring your hotel on essential channels like Instagram, Metasearch, and Google, we ensure maximum visibility and increased direct bookings.
Ready to open up the power of Google Ads for your hotel?
Find how Sail can help you boost your direct bookings.
By leveraging Sail’s AI-driven marketing solutions, you can maximize the benefits of Google Ads while minimizing the risks. Get started today and see how easy it is to drive more direct bookings and increase your hotel’s visibility.
