Google search is an essential starting point for any travelers’ travel planning process. In order to capture as many potential guests as possible and drive occupancy, your hotel needs to be actively engaged in various channels within Google. Use this comprehensive guide to understand the different types of Google advertising and how your hotel can use these tools effectively.
Google Hotel Ads:
Google Hotel Ads showcase your hotel on Google.com and Google Maps, across desktops, tablets, and mobile devices. Travelers will see your ads when they’re actively looking to book a hotel like yours, and you’ll only pay when your ad generates a click or a booking.
To utilize Google Hotel Ads you need to work with an authorized agency partner, such as IBC, learn more about our digital marketing solutions here.
To learn more about succeeding with Google Hotel Ads, watch our webinar here.
Google metasearch works like a search site and shows hotels in a given area compared next to each other with their price. Google also pulls data from OTAs such as Expedia or booking on these search results. Google also offers a “Book on Google” feature that allows travelers to book directly through Google on their device.
With Book on Google, Google facilitates the booking payment transaction. The hotel partner owns the guest relationship, including sending the confirmation email, answering post-booking questions, and handling changes to the reservation or cancellations. Programs can be cost-per-click (CPC) or cost-per-acquisition (CPA), of course conversions vary by program, hotel and location.
Google search has also made large improvements to display more information on their search results page, especially through Google Maps. Travelers can now access and view hotel reviews, pricing, and amenities all through their Google or Google Map search results. Transmitting hotel reviews directly to Google through an integration with TrustYou/IBC can improve hotel profiles and scores as well.
Google Adwords helps your hotel website appear first in google searches relevant to accommodations or the city your hotel is in. You bid on specific search words to have your website show up higher on the search results page. This is particularly useful and necessary when changing hotel names or moving from a branded hotel to an independent hotel.
Read our Google search guide here.
57% of leisure and business travelers claim they always start their travel planning with Google search. Most travelers start on Google to get an idea of the options and do some comparison shopping and planning. Most travelers start their travel planning with selecting their hotel. Learn some of the best ways to stand out on Google.
- Utilize Your My Business Page: Make sure you have a professional business page setup listing your hotel and information. Optimize your listing by including high quality photos and videos of your hotel. Make sure that your hotel website has an address, phone number and name listed so that search engines can pull your information. Encourage guests to leave reviews on your Google My Business page or use a company such as IBC that delivers reviews directly to Google.
- Set Up Google Hotel Ads: Input up to date information and quality photos and videos to promote your hotel. Also, connect with an authorized agency partner to get started and optimize your Google Hotel Ads for official meta listings. Being connected can be done by many; however, optimizing your spend and ROI often requires assistance from an agency partner. Pick a partner that does not have budget caps and works with you on CPA and CPC models. Ensure your partner delivers full guest information. Get started here. Work with IBC here.
- Promote Special Offers: Offer time sensitive deals and incentives for guests to book direct. Also, offer specific offers through a loyalty program or for repeat customers this will help drive customer loyalty. Select a booking engine on your website that is 4 steps or less with high conversion rates and provides customization for packages, promotions, cash back/e-gift cards for rewards.
- Shoot High Quality Photo & Video: Providing travelers with high quality photos and videos of your property helps motivate them to book. Offer video tours and an abundance of photos
Google is an essential part of marketing for any hotel. Help your hotel succeed by utilizing the available Google resources and working with an authorized Google partner such as IBC.