Google Ads 101 for Hoteliers

According to the Marketing organization SEO Tribunal, (Links to an external site.) around 63,000 searches per second are received by Google and 3 to 4 searches per day are conducted by an average person. These statistics clearly show the huge potential for reaching masses throughout the web with the opportunity to be exposed to your target audience.  According to the organization HotelSpeak specialized in hotel marketing (Links to an external site.), Google Hotel Ads constitutes 65% of hotel online bookings from metasearch engines which makes this platform the most profitable for the industry’s professionals. If you are a hotelier looking to increase your bookings, then you should definitely consider setting up Google Ads as this digital advertising effort can be very profitable when applying its best practices. Indeed, Google Ads will allow you to be seen by potential guests planning their next vacations and browsing the different hotel options.

What does Google Hotel Search Ads Stand For?

Google Ads are paid online advertising that appear in Google search results. For hotels, those ads mainly promote the room availability as well as the rates and engage with prospect bookers with the ideal goal of leading people to visit your website and driving conversions. Searchers will be exposed to your ads when they are looking for hotels in your geographical area. Here is an example of how your Google Hotel Ads will be visible on the search results to the browsers:

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Image taken from: https://adespresso.com/blog/guide-to-google-hotel-ads/

Discover in this video how the hotel chain La Quinta reaches travelers through Google Ads when they are at “I want-to-Book-Moments” stage of the funnel according to the Vice President of Marketing and & Commerce.

Steps to Run your Google Hotel Ads

If you are a beginner with Google Ads, make sure to follow these steps to set up your hotel paid advertisement and maximize the chance of being viewed by your potential guests:

Signing-up in Google Ads:

The very first step is to go to Google Ads website (Links to an external site.) and create your account preferably  with your hotel email address as this is where you will usually receive from Google suggestions and updates for your company.

Image taken from: https://ads.google.com/intl/en_in/home/ (Links to an external site.)

Selecting the Right Advertising Goals

 It is important for Google to understand your goal so it can better serve you and provide you with a customized experience. Make sure while you are in this step to ask yourself what would be the main purpose of launching those ads. Knowing the reasons you want to run your ads will allow you to create better contents leading your viewers to take the desired action.

Generally, your objective would be to get more bookings from your website, and in this case, you will have to select “get more sales or sign ups” as followed:

Image taken from: https://psychclientaccelerator.com/google-ads-therapist-guide/

Identifying your business

At this stage, you will simply have to describe your business by giving the name of your property and its category (e.g: hotel, motel, extended stay, etc). You will also make sure to include the link of your website’s landing page in which you want your customer to process the booking. Make sure to describe well your business so you will be able to reach the right audience with your ads.

Image taken from: https://www.ezeeabsolute.com/blog/set-up-google-ads-for-hotels/ (Links to an external site.)

Choosing your target audience and language

Google offers you the chance to select criteria that defines best your audience. Here, you have the option of wisely selecting the geographical location in which there are potential guests for your hotel. It is highly suggested to review where most of your customers are from and mark those locations. When selecting locations, you will be able to see the size of the potential audience in those particular regions. For instance, if you select France as a location, people who are searching for hotel stays alternatives in this country will see your ad displayed on their search results page based on certain keywords selection. You can also choose the language to make sure your target audience understands the message of your ads.

Image taken from: https://blog.digitalpowerup.com/google-ads-location-targeting/

Selecting your keywords

Here you will need to select the keywords you believe your potential guests are most likely to type when searching for hotel options. You can think about keywords that people are searching to look for hotels from your category and similar value proposition. The online advertising organization Wordstream (Links to an external site.) lists the most popular keywords for hotel ads. In this step, google helps you by suggesting keywords related to your ads. You can select the most relevant ones from Google’s recommendations for your hotels and add others that are pertinent to your ads. If you know your customer’s needs, you will be able to choose the right keywords that will satisfy people’s search queries.

Image taken from: https://www.adhocmarketing.com/blog/how-to-find-your-most-profitable-keywords-in-google-ads-the-words-that-convert

Designing the ad

Google offers a smart ad option which create contents based on the information provided during the set up. Otherwise, you also have the ability to use your own creativity to write your ad copies. In order to have a responsive search ad (Links to an external site.), you will need to have at least three headlines and 2 descriptions.

Image taken from: https://adespresso.com/blog/google-ads/

Creating ad extensions

In order to strengthen the quality of your ad, you can also add ad extensions to offer additional details about your hotels. For instance, these can include locations or call extensions so people will have the ability to call your property’s operators directly from the ad. You can also add call-out extensions communicating the unique value offering of your hotel as shown below in the images. Here are below the different extensions that you can have in your Google Hotel Ad to make it more appealing to your audience:

Image taken from: https://ducttapemarketing.com/increase-ppc-ctr/

Image taken from: https://cerebro.us/add-callout-extensions-google-adwords-campaigns/

Selecting your budget 

Here, Google suggests a daily budget per day according to your preferences and data entered when setting up your ads. It also offers you an estimation of impressions and clicks you will receive per month. Then, based on your budget that might be limited, you can always adjust it. As it is pay-per-click based, you will only click when people take action by clicking on your ads or calling your hotel. The amount you will owe won’t exceed the monthly limit that you chose.

Image taken from: https://www.ppchero.com/your-first-google-ads-campaign-everything-you-should-know/

Entering billing information

At this stage, all the data necessary to run a Google ads have been provided, and it will be launched as soon as you input your personal information as well as your payment method details.

Image taken from: https://www.technaureus.com/google-adwords-2021/

Your campaigns will start right away after you submit the personal and billing information, and you will be able to reach the mass potentially interested in your service in no time! Once you master those steps and create quality contents in your ads, you will be able to receive significant engagement from potential guests who will likely book rooms at your hotel. With Google reaching millions every day, you should really consider having Google ads part of your marketing strategies to increase your bookings. When applying the right strategies once setting up your ads, you will be able to remarkably improve your hotel performance!

Here is a link to the previous article if you would like to learn more about marketing especially in the digital world:

Best Email Marketing Practices for your Hotel