Google still remains the undisputed monarch in many areas.
If you’re in hotel business, you cannot avoid Google to promote your hotel online. Over 70 percent of travel bookings according to Google are influenced by online searches. The number is only growing year by year.
Now, if you are looking to run ads on Google, you need to know how much of business ROI you stand to earn. As per Google’s statistics data, their ads are highly successful. They are worth the investment. For every dollar spent on a hotel advertising ad, your hotel business can earn an estimated $8 in profits.
Attracting guests in today’s highly competitive hotel landscape through effective hotel advertising is critical.
That’s where GOOGLE ADS plays a critical role. Formerly Google AdWords., it plays a critical role as a leading platform for digital advertising.
The Best Of Google Ads Tips
Want to maximize your investment and boost bookings?
Using Google Ads smartly, you can achieve good business ROI
The following Google Ads Tips show how to do it.
Keyword Strategy
Proper keyword strategy lays the foundation of your Google Ads campaign.
Choose those keywords that users’ type into Google when looking for information. If done, your ads will be shown to users searching for these keywords.
The following tell what you need to do.
Understand Keyword Types
Several keyword types are there that can be used for hotel advertising.
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- Broad Match Keywords: General terms that could cover a wide array of search queries. Like, “hotels in Gurgaon” OR “Affordable Hotels”. Although these keywords could bring in traffic they can also attract irrelevant searches.
- Phrase Match Keywords: They are more specific. They include the exact phrase OR close variations of it. For example, “best boutique hotel in Gurgaon”, OR “family-friendly hotels in Gurgaon.” This helps to narrow down the audience to more relevant searches.
- Exact Match Keywords: They are the most targeted option. These keywords are triggered only when users type in the exact search term. Like “luxury hotel in Gurgaon”. They help lead to high-class conversion-driven traffic.
- Negative Keywords: They refer to terms that you do not want to trigger your ads. For instance, “cheap” or “free” are negative words. Use them if your hotel offers a high-end experience and you don’t want to attract budget-conscious customers.
Conducting Keyword Research
Effective keyword research is critical to ensure your Google Ads reach the right audience.
The following tell how for your hotel business effective keyword research can be performed.
- Use Google’s Keyword Planner Tool:
Its free and they help you
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Find relevant keywords.
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See how competitive the keywords are.
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Estimate keyword’s search volume.
The tool can also provide insights into the keywords types people are using when searching for hotels identical to yours.
- Competitor Analysis: Make note of keywords your competitors are bidding on. They can provide critical insights into the terms that are working successfully. They can also help identify gaps in the market.
- Consider Location-specific Keywords: Location for hotels is everything. So make sure to include geographic terms. Like “hotels in (city)” OR “accommodation near (landmark)”), in your keyword list. They help attract local and travel-based searches.
- Think About User Intent: Keywords like “best hotel in (destination)” reveals clear intent on users part looking to make a booking. “Hotel reviews in (destination)” suggests the user is still in the research phase. Hence, focus on high-intent keywords indicating the user is likely to make a reservation.
Structure Google Ads Campaign To Maximize Roi
You have now identified your keywords. Next you need to set up your Google Ads campaign. It should be done in a way that will help maximizes your ROI.
The following tips tell how to effectively structure your campaign.
Organize Your Ads By Theme
Using Google Ads, you can organize your campaign into ad groups. Each contains specific keywords and corresponding ad copy. Consider grouping your keywords when setting up your ads for a hotel, with themes.
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- Location-based AD Groups. Like
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“Hotels in Gurgaon.”
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“Gurgaon City Hotels.”
- Hotel type ad groups. Like,,
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“Boutique Hotels.”
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“Luxury Hotels.”
- Target audience ad groups. Like,
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“Family Hotels.”
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“Business Hotels.”
You can now create highly relevant ad copy and landing pages. They help drive higher click-through-rates (CTR). They also drive conversions.
Optimize Your Ad Copy
Potential guests see your ad copy when it appears on Google search results. Ensure the ad copy is compelling in relevance to the search query and appeal.
The following tips tell how hotel ads should be written.
- Use Actionable Language. This includes phrases like “Book Now”, “Reserve Your Stay”, OR “Get Exclusive Discounts”. They help create urgency and encourage users to click.
- Highlight Unique Selling Points. Focus on what makes your hotel stand out. Be it its prime location, or exceptional customer service, or luxury amenities. Ensure that your USP are highlighted powerfully.
- Include Keywords In Your Ads. Use the keywords you are bidding on the ad copy. This increases your ad’s relevance and improves its performance on Google’s algorithm.
- Leverage AD Extensions. Google offers ad extensions. They allow you to include additional information directly on the ad. Like location, contact details, pricing, or booking options.
Landing Pages That Convert
Landing page is vital. It plays a key role.
It’s where visitors land on after clicking on your ad.
To entice them further, it needs to be well-designed and relevant. This will help to convert them into customers. Additionally, the landing page should match the messaging in your ad. This will make it easy for users to book a stay.
The following tips tell about landing pages.
- Consistency:
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Ensure the landing page matches the ad’s promise.
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Make sure the landing page reflects what your ad promises – a special offer OR discounted rate,
- Clear Call-to-action (CTA): Allow users to book direct from the landing page. Provide prominent booking buttons, clear pricing, and user-friendly booking form. Ensure they are easy to find.
- Mobile Optimization: Landing page should be fully optimized. This helps facilitate mobile browsing.
Budget Management And Bidding Strategy
Managing your budget is critical. They ensure you earn the best value for your money.
The following tips tell you how to set and manage your budget.
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Set A Daily Budget: Set a daily budget for your campaign.
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Start with a reasonable budget.
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Adjust as you gather more data on the campaign performance.
- Bid Smartly: Try using Google’s Automated Bidding Options. They help optimize your bids based on the goals you have set for your campaign. Like,
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Target ROAS (Return-On-Ad-Spend) OR
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Target CPA (Cost-Per-Acquisition).
- Adjust Bids Based On Performance: Consider increasing if certain keywords or ad groups are delivering better results,
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Increase your bids. This ensures they earn more exposure.
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Lower your bids for underperforming keywords.
Maximize Business Roi With Advanced Google Ads Tips
Make use of advanced strategies. They help to maximize your business ROI.
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- Use Remarketing Campaigns: Using it to target users who earlier visited your hotel’s website. But have still not made a booking. You can by displaying tailored ads across Google Display Network to these visitors; bring them back to complete the booking.
- Test And Optimize Regularly: Constant editing and optimization are critical. They help improve your ad performance.
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Make use of A/B Testing. Test on varied ad copies, headlines, and call-to-actions. They help find out which one works the best.
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Test different bidding strategies and landing page designs. They help find out how your campaign is performing.
- Leverage Location-based Targeting: Target users based on their location. This is especially useful for hotel advertising.
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Create campaigns specifically targeting users within a certain radius of your hotel. OR even target travelers flying into nearby airports.
- Use Google Hotel Ads: It is a specialized ad format for the travel industry. Using it, you can
- Display your hotel’s availability. You can also display pricing directly on Google’s search results page. Hotel ads show up when users search for specific destinations OR types of accommodations. They can help you attract high-intent users ready to book.
Conclusion
Google Ads offers a comprehensive variety of tools and features. When used effectively, they can help you maximize your business ROI.
However, success does not happen overnight. It needs continual testing, monitoring, and optimization. They ensure your campaigns are delivering the best results.
Leading digital marketing agency, OptMum Digital specializes in Google Ads techniques and PPC campaigns. By leveraging its ad targeting expertise with the right approach, Google Ads can help grow your hotel business and maximize your business ROI,