Both channels complement each other perfectly
Both channels complement each other perfectly
Do you use Google Hotel Ads with Search Ads? Then you have a good strategy because, in our experience, both channels complement each other perfectly. However, the gist of the story is that there is no single strategy that works for all accommodation types.
Central to this is the decision you make about which point in the customer journey you want to be visible with the advertisement of your accommodation. In this blog entry, we explain the best practices for this.
We also indicate why in an era of automation within Google, you should want to exert as much influence as possible on the input you send to Google and why this leads to the best results from Google as a marketing channel.
Do you want to optimize Hotel Ads? Download our step-by-step guide for optimizing Google Hotel Ads here.
What are the differences between Search Ads and Hotel Ads?
SEA: Search Engine Advertising
Search Ads are the former text ads within Google. For SEA, you specifically buy search terms you want to be found for. This can be the name of your hotel or a more generic search term such as “Hotel” and/or “Destination.”
Because you decide for yourself which terms you want to be found for, you can be visible in the entire funnel: lower, mid and upper. Because there is more competition for a generic search term such as Hotel Amsterdam (for example, because Booking and other parties also advertise on it), you often pay much more for this than when you purchase on specific terms such as hotel name or other combinations. You always pay per click.
Example Search Ad:
Google Hotel Ads
Google Hotel Ads are hotel advertisements where Google always shows your prices. You cannot buy on search terms because Google itself determines when it is relevant to show your accommodation to the user.
You can start for free with Free Booking Links, and by choosing different bidding strategies, you don’t have to run much risk. Google gives Hotel Ads a more and more prominent place within the search results, making it a missed opportunity if you do not advertise on Hotel Ads. The biggest advantage is realizing more bookings at lower costs.
Example Google Hotel Ad:
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An average traveler has about 250 touchpoints during the customer journey. It is important at which moments in the customer journey of the traveler you want to be found. The more, the better, of course, but that is always a cost-benefit consideration. There are many terms within a customer journey on which a Search or a Hotel Ad is triggered.