The growth of Google Hotel Ads during the pandemic has been remarkable, according to a study carried out by Netaffinitty, the income generated by Google Ads reaches between 10 and 30% of the net income of the hotels that use it, not bad, right? Unquestionably it has become a very necessary tool in recent times for hoteliers. But, even in the market there are many who are unaware of it, and that is why from Chekin we want to give you some advice in this regard.
What are Google Hotel Ads? What is this service about?
Google Hotel Ads is the fastest growing metasearch engine. Incredibly profitable, it drives the live rates that go into your Google My Business profile in the knowledge panel and in map searches.
This is a tool that as an advertiser you will have to pay, if your ad generates a click or a reservation, your ad will appear only if the client performs searches that match your description.
Recently Google has made several modifications or additions to benefit hoteliers in the face of the great disaster that the covid-19 has left, for example, earlier this year, it announced that they were going to eliminate the rates of hotel reservation links with the in order to make the booking process easier and more comprehensive for consumers before the expected return from travel after the pandemic. The goal of the free booking links was to extend the reach of the hotels’ existing Hotel Ads campaigns. Google also decided to remove the reserve bid (the minimum bid required for your ads to be eligible to show). The minimum bid was previously set at 10%, so Google Hotel Ads is not the most profitable channel.
Now, if you already have this great tool but don’t know how to make the most of it, the Netaffinitty company has published some tips, which we would like to share with you since we consider them extremely productive.
3 productive tips for Google Hotel Ads:
Presents the most profitable rate:
Google’s main focus is on a simple and seamless user experience and, relative to Hotel Ads, it focuses on competitive prices. In practice, this means you will penalize properties that allow OTAs to consistently display lower prices than their official site, so remember cheaper direct rate / rate parity is a must. If your rate is not the best, customers will have no incentive to book through your site.
Keep your hotel ads running:
Your hotel ads will only promote available dates, and with the commission bid model, there is no risk. If a customer clicks on your site but doesn’t book, no costs are incurred. It’s a win-win!
Give your budget some freedom:
Don’t restrict your budget, the offers are commission-based, so you only pay for the bookings generated, not for the clicks. An open budget means that your hotel ads will always show when your property is in demand, and you will never lose bookings because your budget has run out.
These tips will undoubtedly help you position your hotel even more, do not worry if summer is about to end, these strategies work at each and every time of the year. Advertising will always but always have positive results, as long as it is done correctly, if you want to know more about this do not hesitate to visit our blog here.
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