What are Google Hotel Ads? And how can they help increase direct bookings?

What are Google Hotel Ads? And how can they help increase direct bookings?

27 noviembre 2020Kirsty Beasley

Today’s customers are looking for immediacy – and that’s where Google Hotel Ads can help you get that guest. 

We take a closer look at how a Google Hotel Ads campaign can give you that competitive advantage, and why it should become an essential part of your marketing strategy.

Google Hotel Ads – benefits for the guest

So how does it work? A potential guest needs accommodation in your area. When they type in “Hotels, Anytown” into Google or Google Maps, there’s usually a section on the first results page that shows a map of the area with a few thumbnails of local hotels. 

These are organic search results – and when clicked on, the Google Hotel Ad presents in display. The potential guest clicks on the link by the image, and instantly gets taken to a business page, the Hotel Details Card. This lets them see the room rate and check availability, along with more information, images and a map. Guests can even see if their desired length of stay is possible, all in that one place. 

They can then make their hotel booking straight from that screen without being redirected – ideal for busy customers on their mobile devices.

GHA of Marburger Hof Hotel
Sample Google Hotel Ads campaign and guest journey

Google Hotel ads – benefits for the hotelier

So, it’s easy and convenient for the guest. They go straight from their Google search to making a booking without passing go. What about for hoteliers? Firstly, you’ve made it so simple for the guest to make a booking that staying with you is easy. The conversion rate for Google Hotel Ads (hotel bookings divided by the number of clicks) can be 5.5%, and even higher.

Secondly, it’s not an expensive way to generate new bookings. You can choose from a pay-per-click (PPC) approach like Google AdWords, or a more commission, OTA-style payment where you pay only if your ad generates an actual booking.

Plus of course, we’re talking direct bookings, with no commissions. There is a cost, yes, but you can control this.

Setting up Google Hotel Ads

It is so easy for us to set up a Google Hotel Center account and then integrate to your booking engine. Larger booking engines, like ours, offer Google Hotel Ads integration, depending upon your choice of booking engine hotels may need to work with a Google-authorised integration partner (they set up the price feed etc between the booking engine and Google Hotel Ads, the cost of which is much more expensive). At Profitroom, as we are a partner, we can manage the integration process and the campaigns for you.

You’ll also need to manage your Google Hotel Ads campaign. If you’ve ever used Google AdWords, you’ll be familiar with the CPC (cost-per-click) approach to a search engine advertising campaign. Like AdWords, you set up ad groups, giving you the chance to target different customers. It’s a fantastic tool, but we’ll be honest – this is a tool that needs managing on a daily basis if you want your ads to reach and perform.

Your Google My Business Profile

Because it is tied to your Google My Business profile, it’s essential to make sure this is up to date (we’re assuming you already have one. If not, take a look at our guide to Google My Business for hotels). The Hotel Details Card (the landing page from the initial hotel search) pulls its information from your GMB listing.

You’ll need to make sure all the fields are completed, especially the essentials like phone number and link to the hotel website. Keep those details up to date and correct, and make sure there are plenty of appealing photos. Make sure you respond to Google reviews (their equivalent of TripAdvisor) and keep on top of the Q&A section.

Get started with Google Hotel Ads

An example of Google Hotel Ads

An example of Google Hotel Ads

If you’re still not sure whether Google Hotel Ads is right for your business, try this. Search for hotels in your specific area, and see what comes up. It’s going to be hard to compete against the level of exposure that your competition is gaining from their Hotel Ad.

To find out more, please get in touch with us at Profitroom. It’s a highly effective method of generating bookings – but it’s also an involved one. As Google Ads-certified specialists, we can guide you through the process and manage your campaigns.

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to find out how we can help you increase your direct bookings.
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