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google ads hotel campaigns

Published on: August 3 2023 by pipiads

Music google travel has completely disrupted the metasearch industry with its recent announcement that it will be offering free access to its meta search channel and Google Hotel Ads for all property owners, including hotels, resorts, bed and breakfasts, and similar establishments. This is an exciting development, but what does it mean for you? In this video, we will explore the implications of this news and how you can take advantage of Google Hotel Ads for free.

First, let's understand what meta search is and where it appears in Google search results. When someone searches for a hotel in a specific destination, they are presented with a Google search results page. The top section usually consists of paid AdWords ads, followed by the Google Hotel Finder, which serves as a gateway to meta search. By clicking on one of the hotels listed, users can access more information about the property, including pricing and availability.

Traditionally, only hotels with paid listings would show up in the meta search section. However, with a connection to Google Hotel Ads, properties now have the opportunity to appear in the free listing section as well. This means that users can access the hotel's website or central reservation system directly, bypassing the need to book through online travel agencies (OTAs). This is a significant advantage for property owners looking to increase direct bookings.

To take advantage of Google Hotel Ads, you must first have a connection to their platform through a technology provider. Setting up your listing data is the next step, which will allow you to appear in both the paid and free listing sections. It is highly recommended to have both types of listings to maximize your visibility and increase direct bookings.

Tracking and reporting are essential to measure the success of your Google Hotel Ads campaign. By analyzing the data, you can identify areas for improvement and optimize your strategy for better results. It is also worth noting that the free listings are available both domestically and internationally, expanding your reach without any additional cost.

In summary, getting connected to Google Hotel Ads and setting up your listing data is crucial for property owners looking to boost direct bookings. This opportunity to appear in both the paid and free listing sections alongside OTAs can significantly impact your revenue and ROI. By tracking and reporting your campaign's performance, you can continuously refine your strategy and achieve even better results.

If you have any questions or need assistance with getting connected to Google Hotel Ads, feel free to reach out to me. We offer a meta search connection with zero setup costs until June 1st, making it easier than ever to take advantage of this opportunity. I look forward to helping you succeed with Google Hotel Ads and seeing the positive impact it can have on your business.

How to use Google Hotel ads to increase your direct bookings

Google Hotel Ads: How They Work and How to Take Advantage

- Google's growing influence in the travel space

- New price model for hotel ads: Cost per stay

- Making Google Hotel Ads more accessible for independent properties

What are Google Hotel Ads?

- Displayed all over the Google universe

- Include prices and based on availabilities

- Targeted towards guests at the end of the decision-making process

How do Google Hotel Ads work?

- Examples of Hotel Ads on Google Maps and search engine

- Hotels and OTAs bidding for best position on Google results page

- Google needs current availabilities and prices from hotels

- Connection with a tech partner required

Setting up Google Hotel Ads:

- Hotel Spider offers connection and management options

- Connection between tech provider and Google required

- Setting up campaigns and ad groups

- Bidding strategies: manual CPC, CPC percentage, commission

Different bidding options:

- Manual CPC: specific amount per click

- CPC percentage: click cost proportional to reservation amount

- Commission models: cost per acquisition or cost per stay

Advantages and disadvantages of commission models:

- Interesting for smaller and independent properties

- Limited maintenance and risk of bidding

- Little control and transparency

Google as a distribution partner:

- Importance of understanding how Google works

- Google drives traffic and creates reservations, but cannot replace direct booking strategy

- Google Hotel Ads offer new opportunities for independent properties

- Check out TechTalk Travel for more information on Google and OTAs

- Subscribe and leave comments for more videos on Google Hotel Ads

Webinar - Google Hotel Ads and Free Booking Links

Today, we are excited to talk about Google Hotel Ads and free booking links. Slope and Nikolas from Google will be explaining these topics in this webinar. But what exactly is this webinar about? Well, we have structured it into four topics.

First, we will give you an introduction to Google's travel meta search engine. We want to help you understand how this powerful tool works and provide insights on how you can use it to advertise and sell rooms for your hotel.

Next, we will discuss the importance of Google My Business. Many hotels neglect this aspect and fail to spend enough time polishing and maintaining their Google My Business profiles. We will explain why it's crucial to have a tidy profile.

Then, we will dive into how Google Hotel Ads work. We will guide you through the necessary steps to create a successful Google Hotel Ads campaign.

Lastly, we have the juicy part – insights into the awesome new feature called Free Booking Links. We will explain how these links work and the benefits they bring.

Now, let's introduce ourselves. I'm Marco Matarazzi, the CEO at Slope. Joining me is Nicolas Dussart, also known as Nico, the Global Business Development Travel at Google. We have divided this event into two parts. I will cover the first three steps – the introduction to the meta search, the importance of Google My Business, and how Google Hotel Ads work. Nico will take over for the last part, which focuses on free booking links. We will also dedicate ample time for questions and answers, as we have received inquiries from our customers and social media followers.

But before we delve into the main topics, let's address a common question – why does a hotel need a connectivity partner? When hotels sell rooms on OTAs like Booking.com or Expedia, they can do so without a connectivity partner. However, in the context of Google's meta search, things are different. We will explain how it works and the steps you need to take to start selling on Google.

To make this explanation easier, let's visualize it with a little schema. At the bottom, we have the three main software tools that hotels use – the property management system (PMS), channel manager, and booking engine. If you're a Slope customer, you know that our platform integrates all these solutions into a single platform, making it seamless to synchronize with Google. We use an application called Google Hotel Center, where we list all our customers' hotels. The hotel center acts as a hub of information, allowing us to send rates, availability, and other details to Google.

Moving to the top right corner, we have two green squares. The first one represents hotel ads, where you can invest budget to increase visibility within the meta search. The second one is the exciting part – free booking links. Once you ask your connectivity partner to be present in Google's meta search in the free booking links area, all the work is done by the partner. Google will connect your PMS and channel manager directly, displaying your prices in the meta search. The best part? You get traffic to your booking engine without paying any commission.

Now, let's discuss the responsibilities of the connectivity partner, which in this case is Slope. Firstly, we ensure the correctness of the data stream. We send information about lodging types, rate plans, prices, availability, restrictions, supplements, and fees to Google. This information is crucial for Google to show customers the necessary details to book a room at your hotel. Secondly, we provide a landing page – your booking engine – where travelers can finalize their reservations.

Now that we understand the technical aspects, let's explore how Google's meta search works. Google Travel is the meta search, and if you visit www.google.com/travel, you can search for a destination or a specific hotel. For example, I searched for Hotel Villa Sole in Sicily, Italy. The top blue block displays basic information about the hotel, such as images, reviews, and website address. We will explain how to manage and update this information in Google.

Moving to the red block, we have Google Hotel Ads. To be visible here, you need to invest in advertising and create a campaign through Google Ads. In the green block, we find the free booking links area – the core of this webinar. We will explain how to show up with your booking engine in this section.

So, what exactly is a hotel meta search? It is a portal or website that functions as a search engine, aggregating information and results from various channels. For example, when searching for Hotel Villa Sole, the meta search contacts OTAs, booking engines, and other meta search platforms to gather prices and availability. These results are displayed in real time, ensuring a seamless experience for users. As connectivity partners, we must respond quickly to Google's requests to maintain a positive user experience.

In conclusion, this webinar will provide valuable insights into Google Hotel Ads and free booking links. We have structured it into four topics and divided the presentation between Slope and Google. As a connectivity partner, Slope plays a crucial role in ensuring data accuracy and providing a seamless booking experience. By understanding how Google's meta search works, you can make the most out of this powerful tool. So let's get started and discover the world of Google Hotel Ads and free booking links!

Google Ads for Hotels | Case Study

Hello and welcome to this new video where we are finally going to talk about a case study. Specifically, we will be discussing a Google Ads case study for hotels. Now, I want to clarify that we are focusing on Google Ads and not Google Hotel Ads. The reason for choosing this case study is because it is relatively easy to understand and the findings are common problems that many hotels face.

- In this video, we will be discussing a case study on Google Ads for hotels.

- We will explore the challenges and findings of this case study.

The Request:

- The client requested a Google Ads audit as their PPC performance has been poor.

- They mentioned spending $670 on ads in April but only generating $485 in revenue.

Current Situation:

- To understand the problem, we compared the month of April with November as a benchmark.

- Overall, the traffic has increased and the revenue has gone up by 26% compared to November.

- However, the revenue from Google Ads campaigns has decreased by 76%.

Google Analytics Report:

- We analyzed the overall traffic and revenue generated by all channels, including organic and paid.

- The revenue generated from Google Ads campaigns was $484, the same amount mentioned in the initial request.

- The problem lies in the decrease in traffic from Google Ads campaigns.

AdWords Analysis:

- We examined the four campaigns that were active in either April or November.

- Campaign 1, branded, was off in November but on in April, resulting in an increase in cost and conversions.

- Campaign 2, 2020 display, was on in November but off in April, leading to a decrease in spending.

- Campaign 3, non-branded, was on in both months but had a slight decrease in cost and conversions.

- Campaign 4, generic, was off in both months.

- The main issue identified is the decrease in traffic from Google Ads campaigns, resulting in lower revenue.

- By optimizing and adjusting the campaigns, the hotel can improve their PPC performance and generate more revenue.

In conclusion, this case study highlights the importance of analyzing campaign performance and making necessary adjustments to improve results. By focusing on increasing traffic from Google Ads campaigns, hotels can boost their revenue and achieve better PPC performance.

Google Ads & Hotel Ads | myhotelshop

Welcome to this article where we will be discussing Google Adwords and Google Hotels. As someone with over 20 years of experience in the ecommerce and hotel industry, I will provide insights into how these platforms work and how they can benefit your business. So let's dive right in!

1. Understanding Google Adwords and Google Hotels:

- Google Adwords: This is a well-known advertising platform where businesses can create text ads and bid on keywords to appear at the top of search results. It is a cost-per-click model, meaning advertisers pay for each click on their ad.

- Google Hotels: This is a newer product from Google that focuses on hotel listings and bookings. It provides users with a comprehensive view of hotel options, including prices, reviews, and booking links.

2. Differentiating Between Google Adwords and Google Hotels:

- Google Adwords: This platform primarily displays text ads at the top of search results. It is suitable for businesses looking to target specific keywords and attract customers through paid advertising.

- Google Hotels: This platform showcases hotel listings, prices, and reviews directly on the search results page. It is ideal for hotels looking to increase their online visibility and attract potential guests.

3. Understanding the Importance of Ranking:

- Hotel Website Ranking: When a user searches for a specific hotel, the ranking of the hotel's website in the search results is crucial. Factors such as content quality, images, and reviews play a significant role in determining the ranking.

- Google My Business Ranking: When a user searches for hotels in a specific location, the ranking of the Google My Business listings is essential. The quality of the hotel's information, reviews, and images can influence its position in the results.

4. Factors Influencing Ranking:

- Price: Offering competitive prices can positively impact your ranking on both Google Adwords and Google Hotels.

- Cost Per Click: Bidding higher on keywords in Google Adwords can help improve your ad's position in search results.

- Content and Quality: High-quality content, attractive images, and positive reviews can boost your hotel's ranking on both platforms.

5. Benefits and Challenges:

- Benefits of Google Adwords: It allows you to target specific keywords, increase visibility, and drive traffic to your website. However, it can be costly and competitive.

- Benefits of Google Hotels: It provides users with comprehensive hotel information, increases your online visibility, and can drive direct bookings. However, ranking can be influenced by various factors, and competition from large OTAs can be challenging.

In conclusion, both Google Adwords and Google Hotels offer unique benefits for businesses in the hotel industry. While Google Adwords focuses on paid advertising, Google Hotels provides a platform for hotels to showcase their offerings and attract potential guests. Understanding the factors that influence ranking on these platforms is crucial for maximizing visibility and driving bookings. So, consider incorporating these platforms into your marketing strategy to reach a wider audience and increase your hotel's online presence.

Google Ads API and Hotel Ads Webinar (APAC)

Hello everyone and welcome to our Google Ads API webinar on hotel ads specifically on listing groups and reporting. My name is Adam Oren, a developer advocate at Google, and I'm here with Tenet trying to need annhien, a developer programs engineer based in Tokyo. Today, we will be delivering the content of this webinar together.

Before we get started, there are a few things of administrivia that we want to address. First, we have provided a link to the slides in the YouTube chat. You can download a PDF copy of the slides to follow along with us. Please keep a copy handy, but remember not to share it with anyone else. It's for your personal use during this webinar.

Next, we have a question and answer session at the end. To participate, click on the Ask a Question link at slides.app. You can ask questions anonymously or provide your name. Feel free to ask questions at any time during the webinar.

Now, let's put this webinar in context. This is part of an ongoing webinar series on the new Google Ads API. Today's webinar is a continuation of a previous hotel ads overview webinar. If you want more details on any topic covered in this webinar, we encourage you to watch the previous webinar for additional information.

Here is the agenda for today's webinar:

1. Google Ads API Introduction

2. Review of Campaign Management

3. Listing Groups

4. Hotel Ads Specific Reporting

5. Question and Answer Session

Starting off with the Google Ads API introduction, the Google Ads API is the next generation of the AdWords API. It is a programmatic interface to Google Ads and offers native support for hotel ads. This new API has replaced the AdWords API, which is no longer being updated.

The new Google Ads API has a similar architecture to shopping campaigns, where it connects to the Hotel Ads Center as its data source. This allows you to run hotel ads using Google Ads and the Google Ads API. The management of hotel ads has changed with the introduction of the new API.

Before the Google Ads API, hotel ads were managed using the Google Hotel Ads Center and the Google Travel Partner API. This involved a hierarchy of objects, including accounts, sub accounts, advertising campaigns, ad groups, and hotel groups. However, with the new API, the critical parts of this hierarchy are moving directly into Google Ads.

In the new setup, you will be using the campaigns, ad groups, and other native Google Ads objects to manage your hotel ads. This simplifies the process and brings hotel ads management in line with other Google Ads campaigns.

To summarize, the Google Ads API offers native support for hotel ads and simplifies the management process. It is a replacement for the AdWords API and brings hotel ads management into the Google Ads ecosystem.

That concludes the introduction to the Google Ads API. In the next section, we will review campaign management in more detail. Stay tuned!

AdWords for Hotels: Tutorial to Run a 5-Star Campaign for Hospitality + Tourism Brands

Welcome to Eleven Triple7 Videoguide! In this article, we will guide you on how to run a successful Google AdWords campaign for your luxury hotel. Let's get started!

## Introduction ##

Running a Google AdWords campaign can help drive website traffic and increase conversions for your luxury hotel. Follow the steps below to set up your campaign effectively.

1. Click on New Campaign and select the search campaign type.

- Goal: The goal of this campaign is to convert website traffic.

- Select your business website (e.g., Eleven Triple7's website or blog).

2. Name your campaign.

- Name: Dubai Luxury Hotel Today

- Network: Choose the search network for simplicity.

3. Determine your target audience.

- Location: United Kingdom

- Timing: Focus on January and February when search spikes for luxury hotel stays in Dubai.

4. Set your budget.

- Budget: Start with $100 and adjust as necessary.

5. Focus on conversions.

- Install the Google pixel on your website to track conversions.

6. Set the start and end dates for your campaign.

- Start date: October 1st

- End date: October 15th

7. Define your target audience.

- Audience: Honeymoon couples looking for a romantic getaway in Dubai.

- Select an in-market audience actively searching for travel options.

8. Use extensions to enhance your ad.

- Choose extensions that provide more information about your property and offer.

- Example: Book Now extension for an exclusive honeymoon deal.

9. Add a call extension with your hotel's contact number.

10. Save and continue to set up your ad group.

- Focus on luxury properties and specifically target honeymooning couples.

11. Use relevant keywords for your ad group.

- Use the keyword planner to find keywords like Dubai honeymoon package or book exclusive hotel in Dubai Marina.

12. Set your bid based on search volume.

- Bidding between $166 to $429 can help you secure top positions in search listings.

13. Balance high and low volume keywords.

- Use a combination of long-tail and short-tail keywords to target specific audiences and control your spending.

14. Choose match types for your keywords.

- Exact match, phrase match, and broad match allow you to refine your ad's targeting.

15. Review your settings and finalize your ad.

16. Launch your ad and monitor its performance.

- Regularly analyze and optimize your campaign based on keyword performance and conversions.

- Consider adding negative keywords like cheap or discount that don't align with your luxury hotel brand.

17. Keep track of your ROI and make adjustments as needed.

Running a Google AdWords campaign can be a powerful tool to drive website traffic and conversions for your luxury hotel. Follow the steps outlined in this article to set up a successful campaign. Remember to continuously analyze and optimize your campaign for maximum results. Good luck with your campaign, and don't hesitate to reach out to us if you have any questions or need further assistance!

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