{"id":28270,"date":"2021-03-16T17:41:02","date_gmt":"2021-03-16T16:41:02","guid":{"rendered":"https:\/\/respondelligent.com\/?p=28270"},"modified":"2023-12-08T14:54:51","modified_gmt":"2023-12-08T13:54:51","slug":"google-hotel-ads","status":"publish","type":"post","link":"https:\/\/respondelligent.com\/en\/google-hotel-ads\/","title":{"rendered":"Google Hotel Ads: Everything a hotelier needs to know"},"content":{"rendered":"

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FREE HOTEL TIPS & TRICKS<\/p>\n

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(first published on February 12, 2019)<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.16″ _dynamic_attributes=”content” text_font=”Century Gothic Regular|700|||||||” text_text_color=”#00B0DC” text_font_size=”15px” text_orientation=”center” global_colors_info=”{}”]@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9hdXRob3IiLCJzZXR0aW5ncyI6eyJiZWZvcmUiOiIiLCJhZnRlciI6IiwgRm91bmRlciIsIm5hbWVfZm9ybWF0IjoiZGlzcGxheV9uYW1lIiwibGluayI6Im9mZiIsImxpbmtfZGVzdGluYXRpb24iOiJhdXRob3JfYXJjaGl2ZSJ9fQ==@[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”0px||0px||true” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/respondelligent.com\/wp-content\/uploads\/2020\/05\/Google_Hotel_Ads_EN.png” alt=”Google_Hotel_Ads_EN” title_text=”Google_Hotel_Ads_EN” align=”center” force_fullwidth=”on” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.16″ custom_margin_tablet=”” custom_margin_phone=”0px||40px||false” custom_margin_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.16″ custom_padding=”25px||25px||false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|phone” padding_top_bottom_link_1=”true” _builder_version=”4.16″ custom_padding=”0px||0px||true” custom_padding_tablet=”” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”0px||0px|” custom_padding_tablet=”||20px” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” text_font_size_tablet=”” text_font_size_phone=”16px” text_font_size_last_edited=”on|desktop” global_colors_info=”{}”]<\/p>\n

G<\/span>oogle has a unique status in the online travel marketplace. It has developed various travel booking and itinerary management tools to help consumers search and plan their future trips.<\/p>\n

But it also sells ads to travel companies that would like to have preferred placement on its booking tools. Travel ad spend accounts for around 12% of the company\u2019s total ad revenue, according to the estimation of Skift<\/a>.<\/p>\n

Today, many people ask the question of whether Google would like to try to become an online travel agency. The search giant has already made some steps in this direction: it\u2019s actively expanding its booking interface, so users don\u2019t need to leave Google to complete a transaction.<\/p>\n

We believe that it makes little sense for Google to seek to displace its largest advertising partners. At the same time, we expect that hotel spend on Google will continue to increase, and Google\u2019s position in travel will continue to grow.<\/p>\n

According to Skift<\/a>\u2019s research, approximately 10% of hotel bookings are acquired through Google Ads and Hotel Ads. The rest comes from OTAs, direct marketing, and other channels. In order to increase your hotel\u2019s visibility on Google Search and Google Maps, you might like to use Google Hotel Ads<\/strong>.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.16″ custom_padding=”25px||25px||false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”0px||0px||true” custom_padding_tablet=”0px||0px||false” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|desktop” header_font_tablet=”” header_font_phone=”” header_font_last_edited=”on|phone” header_2_font_size_tablet=”” header_2_font_size_phone=”25px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

What are Hotel Ads on Google?<\/strong><\/h2>\n

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This is a paid service that allows guests to immediately start the booking process. As an advertiser, you\u2019ll pay only if your ad generates a click or a booking, and your ad will appear only when travelers are searching for a property matching your description.<\/p>\n

Google Hotel Ads trigger for generic queries (\u201cHotels in Munich\u201d) and for hotel specific queries (\u201cHotel Marriott Munich City\u201d). Depending on what a user is searching for, he\/she will see a list of hotels or one specific hotel with a description and booking links allowing him\/her to complete the reservation.<\/p>\n

Below you can see screenshots showing how Google Hotel Ads look like on Google Search and Google Maps. A little \u201cAd\u201d sign indicates that it\u2019s a promoted offer.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/respondelligent.com\/wp-content\/uploads\/2019\/02\/Google_Hotel_Ads_1.png” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.16″ box_shadow_style=”preset1″ global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ custom_padding_last_edited=”on|desktop” _builder_version=”4.16″ custom_padding=”0px||0px||true” custom_padding_tablet=”20px||20px||true” custom_padding_phone=”20px||20px||true” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/respondelligent.com\/wp-content\/uploads\/2019\/02\/Google_Hotel_Ads_2.png” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.16″ box_shadow_style=”preset1″ global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/respondelligent.com\/wp-content\/uploads\/2019\/02\/Google_Hotel_Ads_3.png” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.16″ box_shadow_style=”preset1″ global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”on|tablet” _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”25px|0px|25px|0px|true|false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.21.0″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” hover_enabled=”0″ text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

In March 2021, Google made a major change within the booking module. By clicking on \u201cView more rates\u201d below the paid ads, a user will be transferred to a page with more options including an organic list with free booking links from all \u201celigible partners\u201d.<\/p>\n

If you are a Hotel Center partner and running Google Hotel Ads, you are automatically eligible to show free booking links. If you don\u2019t have a Hotel Center account but are interested in free booking links, you can fill out an interest form<\/a>.<\/p>\n

The ranking of free organic links is based on an algorithm that considers consumer preference, value offered to the user, landing page experience, and historical accuracy of the prices provided to Google. Commercial relationships with Google are not considered.<\/p>\n

While users cannot change the display order of the entries, they can filter to show only those that offer free cancellation.<\/p>\n

Offering free hotel listings potentially makes Google an even more competitive player in the metasearch space.<\/p>\n

[\/et_pb_text][et_pb_image src=”https:\/\/respondelligent.com\/wp-content\/uploads\/2020\/05\/Google_Hotel_Ads_new_organic_slots.png” alt=”Google_Hotel_Ads_new_organic_slots” title_text=”Google_Hotel_Ads_new_organic_slots” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.16″ box_shadow_style=”preset1″ global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.16″ custom_margin=”0px||” custom_padding=”25px|0px|25px|0px|true|false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”4.16″ custom_margin=”0px||” custom_padding=”0px||0px||true” custom_padding_tablet=”20px||20px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ header_font_size_tablet=”” header_font_size_phone=”30px” header_font_size_last_edited=”on|phone” header_2_font_size_tablet=”” header_2_font_size_phone=”25px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

What are the benefits of Hotel Ads?<\/strong><\/h2>\n

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There are 3 major advantages<\/strong> of using this type of advertising for hoteliers:<\/p>\n

1. Direct traffic increase<\/strong><\/p>\n

When users click on your Hotel Ad, they are taken directly to your hotel\u2019s booking page. So, they are more likely to book with you without any third-party involved.<\/p>\n

Perhaps, you are already promoting your hotel via Google Ads. It\u2019s worth using a mix of two, as you are addressing a consumer at a different stage in the funnel. When users see your Google Ads, they are probably at the beginning of their research; whereas when they click on Hotel Ads, they are ready to book. As these ad types answer two different questions, you can use Google Ads for brand awareness and Google Hotel Ads for conversions.<\/p>\n

2. Revenue increase<\/strong><\/p>\n

Users who have filtered results according to their time of travel and exact preferences and are about to click on your Hotel Ad are a highly qualified lead.\u00a0<\/p>\n

It\u2019s more profitable for a hotel to capture such leads directly rather than letting them come through an OTA. As most OTAs take an average commission of 15%, a hotel can save up to half the cost by running the Hotel Ads campaign.<\/p>\n

3. Guest data ownership<\/strong><\/p>\n

Another important advantage of receiving direct conversions is that you own your guest data. You can gather valuable statistics and continue the relationship even after the guests have checked-out by engaging them in different marketing activities and loyalty programs.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.16″ custom_margin=”0px||” custom_padding=”25px|0px|25px|0px|false|false” custom_padding_tablet=”0px|||” custom_padding_phone=”0px||0px||true” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”4.16″ custom_margin=”0px||” custom_padding=”0px||0px||true” custom_padding_tablet=”20px||20px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” header_2_font_size=”25px” header_text_color_tablet=”” header_text_color_phone=”” header_text_color_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

How do you start with Google Hotel Ads?<\/strong><\/h2>\n

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Earlier this year, Google announced that Hotel Ads will be integrated into Google Ads<\/a><\/span> where they introduced a new campaign type called Hotel campaigns. This is quite beneficial for advertisers as a lot of the tools such as audience targeting and reporting capabilities that are available in Google Ads will be part of the Hotel Ads infrastructure. If you\u2019d like to get started with Hotel Ads, follow these steps:<\/p>\n

    \n
  1. Create a Google Hotel Center<\/a><\/span> account and set up your hotel price feed to manage your hotel rates and availability across Google.<\/li>\n
  2. Link your Hotel Center account to a Google Ads account.<\/li>\n
  3. Create a Hotel campaign in Google Ads.<\/li>\n<\/ol>\n

    Creating your own hotel price and availability feed is a very technical process. Google recommends contacting a third party<\/a><\/span>. However, if you\u2019d like to directly integrate to Google you can use Google\u2019s start guide<\/a><\/span> for more information.<\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.16″ custom_margin=”0px||” custom_padding=”25px|0px|25px|0px|false|false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”4.16″ custom_margin=”0px||” custom_padding=”0px||0px||true” custom_padding_tablet=”20px||20px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” header_2_font_size_tablet=”” header_2_font_size_phone=”25px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

    How does bidding work in Google Hotel Ads?<\/strong><\/h2>\n

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    Next to creating a data feed, bidding is another essential part of the Hotel Ads. This is how it goes:<\/p>\n

     <\/p>\n

      \n
    1. When a user selects a hotel, Google selects the list of partners who have provided prices and bids for that property.<\/li>\n
    2. Only partners who have the availability and can best serve the user (for example, language or currency support) are retained in the filtered list.<\/li>\n
    3. At this stage, partners with similar prices are grouped into price buckets where they are ranked in ascending order of price.<\/li>\n
    4. Within each price bucket, the partners are ranked depending on their bid value. Only four to six partners can be shown based on this ranking.<\/li>\n
    5. If your bid is lower than the reserved bid, your ad won\u2019t be shown, regardless of its price bucket. If you\u2019d like to determine how often you missed an opportunity to show your ad due to insufficient bid, you can check Google\u2019s Campaign Opportunity report<\/a>.<\/span><\/li>\n<\/ol>\n

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      Google offers a variety of bidding strategies, you can use in the Hotels Ads campaign:<\/p>\n

       <\/p>\n