The Ultimate Guide to Google Hotel Ads Features - Including Metasearch Ads

Why Google Hotel Ads Matter

If you're looking to maximize your hotel's visibility and boost direct bookings, Google Hotel Ads is a game-changer. These specialized ads showcase your hotel's availability, pricing, and booking options across multiple Google platforms like Search, Maps, and YouTube.

In a nutshell, Google Hotel Ads let you:

• Display real-time rates and availability.
• Compete directly with other booking platforms.
• Capture bookings from various Google channels.
• Reduce commission fees with direct bookings.

Why does this matter?

Google searches often occur before travelers head to a booking platform’s website. Direct bookings save you money and allow you to own the guest relationship.

I'm Shahar Rubin, founder and CEO of Sail. My background in tech and entrepreneurship inspired me to create AI-driven marketing tools that help hotels reduce costs and boost direct bookings. Our innovative approach simplifies the use of Google Hotel Ads and ensures your hotel stands out.

Common google hotel ads vocab:

• Boost hotel direct bookings
• what is metasearch for hotels

What are Google Hotel Ads?

Google Hotel Ads are paid advertisements that appear on Google's various platforms, such as Search, Maps, and YouTube, showcasing your hotel's real-time rates and availability. These ads provide potential guests with a seamless way to compare prices, check availability, and book directly—all within the Google ecosystem.

Ad Types

Google Hotel Ads come in multiple formats:

1. Standard Ads: Appear at the top of search results and Google Maps.
2. Metasearch Ads: Compare your hotel's rates with those listed on OTAs (Online Travel Agencies) like Booking.com and Expedia.

Real-Time Rates and Availability

One of the standout features of Google Hotel Ads is the ability to display real-time rates and availability. This ensures that potential guests always see the most current information, reducing the chances of booking errors and cancellations.

To achieve this, hotels need to integrate their inventory and pricing systems with Google. This can be done through a channel manager or a connectivity partner, ensuring that all data is up-to-date and accurate.

Metasearch

Metasearch ads are particularly powerful because they aggregate data from multiple booking platforms, allowing users to see a comprehensive list of options. This transparency builds trust and can lead to higher conversion rates.

"Using geo-targeted strategies, your hotel is also competing differently with other hotels, based on the origin of the search."

Availability

Google Hotel Ads also allow hotels to display detailed availability, including room types and special offers. This gives potential guests a clear picture of what they can expect, increasing the likelihood of a booking.

By leveraging Google Hotel Ads, you can:

• Improve visibility: Appear at the top of search results and on Google Maps.
• Boost direct bookings: Reduce reliance on OTAs and lower commission fees.
• Provide real-time information: Ensure guests see accurate rates and availability.

These features make Google Hotel Ads an essential tool for any hotel looking to maximize its online presence and drive direct bookings.

Next, we'll dive into how Google Hotel Ads work, including ad placement, bidding models, and the integration process.

How Google Hotel Ads Work

Understanding how Google Hotel Ads operate is crucial for maximizing your hotel's online visibility and bookings. Here’s a breakdown of the key components:

Ad Placement

Google Hotel Ads appear prominently across several Google platforms, including:

• Google Search: Ads show up at the top of search results when users look for hotels in a specific location.
• Google Maps: Your hotel can be featured when users search for accommodations in a particular area.
• Google Knowledge Panel: This sidebar appears when users search for your hotel by name, displaying important details like rates and availability.

These placements ensure your hotel is visible to potential guests wherever they are searching.

Bidding Models

Google Hotel Ads offer several bidding models to suit different strategies and budgets:

• Cost-Per-Click (CPC): You pay a fixed amount whenever someone clicks on your ad.
• CPC%: You bid a percentage of the room price per night when someone clicks on your ad.
• Improved CPC: This model adjusts bids automatically based on factors like device type and time of day.
• Commissions (per stay): You pay a percentage of the booking value only for completed stays.
• Commissions (per conversion): You pay a fixed percentage for every booking generated through the ad, even if it’s later canceled.

Choosing the right bidding model helps you manage costs while maximizing visibility.

Booking Engine Integration

For seamless bookings, your hotel’s inventory and rates must be integrated with Google. This can be done via a channel manager or a connectivity partner. This ensures that potential guests always see accurate, real-time information, reducing booking errors and cancellations.

Google My Business

Claiming and optimizing your Google My Business (GMB) profile is essential. This profile acts as your hotel’s online business card, showing up in search results and on Google Maps. Ensure all information is up-to-date, including photos, amenities, and location details.

Knowledge Panel

The Knowledge Panel is a powerful feature that appears when users search for your hotel by name. It displays key information like rates, availability, and reviews. This panel is automatically populated with data from your GMB profile and other sources, making it a vital part of your Google Hotel Ads strategy.

Maps

Google Maps is another crucial platform for Google Hotel Ads. When users search for hotels in a specific area, your ad can appear, providing them with real-time rates and availability. This is especially useful for travelers who are already in the area and looking for last-minute accommodations.

By understanding these components, you can create a robust strategy to maximize the effectiveness of your Google Hotel Ads, driving more direct bookings and increasing your hotel’s online visibility.

Next, we’ll explore the steps to set up your Google Hotel Ads, including prerequisites, integration, and campaign creation.

Setting Up Google Hotel Ads

Ready to boost your hotel's visibility and bookings with Google Hotel Ads? Let's walk through the setup process, from prerequisites to campaign creation.

Prerequisites

Before diving into setup, ensure you have the following:

• Access to the Hotel Center console: This is where you manage your hotel listings and pricing.
• Hotel Center account ID: You'll need this to link your Google Ads account with your Hotel Center account.

You can gain access to the Hotel Center console by contacting an authorized third-party integration partner or integrating directly with Google.

Hotel Center

The Hotel Center is your control hub for managing hotel feeds and pricing information. While Google Ads API handles many tasks, some actions like creating and updating hotel feeds can only be done in the Hotel Center.

Google Ads API

The Google Ads API allows you to perform various tasks that were previously exclusive to the Travel Partner API and Hotel Center. With it, you can:

• Create and manage campaigns
• Set campaign bidding strategies and budgets
• Create ad groups and set bids
• Manage hotel listing groups

However, tasks such as updating hotel feeds and pricing information must still be done in the Hotel Center.

Integration

To link your Google Ads account with your Hotel Center account:

1. Get your Hotel Center account ID from the Hotel Center console.
2. Link your accounts: Use the account ID to link your Google Ads account with the Hotel Center account.
3. Sync your data: Ensure your hotel list and rates are integrated and up-to-date.

Account Setup

Once your accounts are linked, you can start setting up your Google Hotel Ads:

1. Log in to your Google Ads account.
2. Click the Campaigns icon.
3. Click the blue plus button and select New campaign.
4. Choose Create a campaign without a goal's guidance and click Continue.
5. Select Hotel as the campaign type and click Continue.
6. Select your linked Hotel Center account.

Campaign Creation

Now, let's create your first campaign:

1. Campaign Name: Enter a descriptive name for easy identification.
2. Bidding: Choose a bidding strategy that fits your goals. You can adjust this later.
3. Budget: Set a daily budget for your campaign.
4. Networks: Hotel campaigns show on the Google Search Network.
5. Devices: Ads will show on all devices by default. Adjust as needed.
6. Locations: Limit where your ads show by specifying user locations.

Click Save and continue.

Ad Groups

Next, create your ad group:

1. Ad Group Name: Enter a name for the ad group.
2. Bid: Set a bid for the ad group. This will apply to the initial "All hotels" group.

Click Save to proceed.

Bidding Strategies

Choosing the right bidding strategy is crucial for maximizing your ROI. Here are some options:

• Cost-Per-Click (CPC): Pay per click on your ad.
• Improved CPC: Adjusts bids automatically based on various factors.
• Commissions (per stay): Pay a percentage of the booking value for completed stays.
• Commissions (per conversion): Pay a fixed percentage for each booking, even if canceled.

By following these steps, you'll have a solid foundation for your Google Hotel Ads. This setup will help you manage bids and budgets effectively, targeting the right audience to drive more direct bookings.

Next, we’ll explore the benefits of Google Hotel Ads and how they can drive revenue and increase visibility for your hotel.

Benefits of Google Hotel Ads

Investing in Google Hotel Ads offers numerous advantages for hoteliers. Here’s how these ads can drive revenue, increase visibility, and help you secure more direct bookings.

Drive Revenue

Google Hotel Ads can significantly boost your bookings and revenue. Unlike other distribution channels, these ads target travelers actively planning trips. This means you pay only for clicks when you have rooms available, ensuring efficient use of your ad budget.

Increase Visibility

Appearing in Google Hotel Ads places your property at the top of Google Search and Maps. Given the massive traffic these platforms receive, your hotel will be seen by more potential guests. Higher exposure translates to more bookings and, ultimately, more revenue.

Secure Direct Bookings

By participating in Google Hotel Ads, you can attract travelers directly to your website for bookings. This not only saves on third-party commissions but also gives you more control over the booking process.

Own the Relationship

When guests book directly through your website, you gain access to their contact information. This enables you to build relationships with them from the moment they book. You can send confirmations, pre-check-in messages, and personalized offers, enhancing their experience and loyalty.

Upsell Opportunities

Direct bookings allow you to upsell more effectively. On your booking page, you can promote higher-category rooms, packages, and amenities. Pre-stay messages can include special offers to upgrade rooms, extend stays, or book additional services like dining reservations.

Target Active Trip Planners

Google Hotel Ads only display your property if you have availability on the selected dates. This ensures that you’re targeting travelers who are ready to book, maximizing the chances of converting clicks into reservations.

By leveraging these benefits, Google Hotel Ads can help your hotel stand out in a crowded market, attract more direct bookings, and build lasting relationships with your guests.

Next, we'll discuss strategies for maximizing ROI with Google Hotel Ads.

Strategies for Maximizing ROI with Google Hotel Ads

To get the most out of Google Hotel Ads, you need to focus on several key strategies. Here's how you can maximize your return on investment (ROI):

Optimize Booking Experience

Your booking engine and website should be easy to steer and uncluttered. Use high-quality photos and detailed descriptions to showcase your property. Highlight unique amenities and features that set your hotel apart. This will make it easier for travelers to choose your property and complete their bookings.

Make it Mobile-Friendly

A lot of trip planning happens on mobile devices. Ensure your website and booking engine are built with responsive design to work seamlessly on all devices. Regularly test your site from a traveler's perspective to ensure a smooth booking process on mobile.

Include a Best-Rate Guarantee

Don’t let potential guests leave your site to search for better deals. Feature a prominent best-rate guarantee on your site. This gives travelers confidence that they’re getting the best price by booking directly with you.

Maintain Rate Parity

Ensure your direct rates are the same as or better than your rates on OTAs. Even a small price difference can impact booking decisions. Use a channel manager to maintain rate parity across all channels.

Optimize Your Google My Business Profile

Your Google My Business (GMB) listing is crucial. Make sure all information is complete and up-to-date, including photos, amenities, and location details. Respond to reviews and aim for five-star ratings. A well-maintained GMB profile can significantly boost your visibility and conversions.

Monitor ROI

Keep a close eye on your costs per acquisition. Compare the ROI of your Google Hotel Ads with other distribution channels. This will help you understand what good performance looks like and optimize your ad spend accordingly.

By implementing these strategies, you can improve your Google Hotel Ads campaigns, attract more direct bookings, and maximize your ROI.

Frequently Asked Questions about Google Hotel Ads

What is the cost of Google Hotel Ads?

The cost of Google Hotel Ads varies based on several factors, including your location, competition, and the bidding model you choose. Here are the main bidding options:

• Cost-per-click (CPC): You pay when a traveler clicks on your ad. This model allows you to set a maximum amount you're willing to pay per click.

• Commission (per conversion): You pay only when a traveler books your hotel through the ad. This model is being phased out for new campaigns starting April 30, 2024, and will be completely unavailable by February 20, 2025.

• Target ROAS (Return on Ad Spend): This model optimizes your bids to maximize the value of conversions based on real-time data.

• Max CPC bid (fixed or percent): Similar to CPC, but you can adjust your bid based on factors like device type, traveler location, and length of stay.

• Improved CPC (ECPC): Automates bid adjustments for a Max CPC bidding strategy to improve conversion rates.

How do I get started with Google Hotel Ads?

Getting started with Google Hotel Ads involves several key steps:

1. Set Up Access: First, you'll need access to the Hotel Center console. You can either contact an authorized third-party integration partner or integrate directly with Google.

2. Create a Google Business Profile: Claim your Google Business Profile to manage your hotel's online presence.

3. Link Accounts: Use the account ID from Hotel Center to link it with your Google Ads account. This step is crucial for creating and managing hotel campaigns.

4. Provide Inventory and Rates: Ensure that your hotel's inventory and rates are up-to-date. A channel manager can help automate this process.

5. Create Campaigns: Set up your campaigns in Google Ads, defining your budgets, ad groups, and bidding strategies.

What is the difference between Google Ads and Google Hotel Ads?

Google Ads and Google Hotel Ads serve different purposes and have unique features:

• Keyword Targeting: Google Ads focuses on keyword targeting to display ads based on search queries. Google Hotel Ads, however, are more about showing real-time rates and availability for specific hotels.

• Ad Placement: While Google Ads can appear across various Google platforms like Search, YouTube, and Display Network, Google Hotel Ads are specifically designed to appear in hotel booking modules on Google Search and Maps.

• Hotel-Specific Features: Google Hotel Ads include hotel photos, amenities, prices, and direct booking links. This custom approach is designed to meet the needs of travelers actively looking for accommodation.

By understanding these differences and following the steps to get started, you can effectively use Google Hotel Ads to attract more travelers and increase your bookings.

Conclusion

To wrap things up, Google Hotel Ads offer a powerful way to increase your hotel's visibility and drive direct bookings. By leveraging real-time rates and availability, you can attract travelers who are actively planning their trips. This not only helps you compete with OTAs but also allows you to own the guest relationship from the start.

Sail: Your Partner in Google Hotel Ads

At Sail, we specialize in AI-driven marketing solutions to make the most out of your Google Hotel Ads. Our unique risk-free model means we cover all your ad spend, and you only pay for the bookings we generate. This approach minimizes your financial risk while maximizing your potential for increased visibility and direct bookings.

Why Choose Sail?

• Risk-Free Model: We cover your ad spend upfront. You only pay for successful bookings, making it a cost-effective way to boost your marketing efforts.

• AI-Driven Solutions: Our AI technology leverages billions of data points to optimize your campaigns, ensuring high efficiency and better results.

• Seamless Integration: Our platform integrates smoothly with your existing hotel management systems, so you don't need to worry about operational disruptions.

• Multi-Channel Visibility: We feature your hotel on essential channels like Instagram, Facebook, Metasearch platforms, and Google, ensuring maximum exposure.

Hotels partnering with Sail have seen an average increase of over 30% in direct bookings, along with significant uplifts in average reservation values and overall revenue. Our AI algorithms continuously refine audience targeting and optimize ad efficiency, driving higher booking rates and revenue.

Ready to see how Sail can transform your hotel's marketing efforts? Learn more about our risk-free model and AI-driven solutions here.

By choosing Google Hotel Ads and partnering with Sail, you're setting your hotel up for increased visibility, higher direct bookings, and long-term success.