With Google Hotel Ads New Integrations Paid Advertisement now Perform at a Significantly Stronger Conversion Rate
Google Hotel Ads new integrations are the most exciting advances Google did to Help Hotels perform at a significantly stronger conversion rate with a paid advertisement.
The modern traveler today has more access to research, booking, and platform options than ever.
Hotels have been looking for new innovative and alternative solutions that allow them to;
- Drive more effective direct booking globally, across all devices
- To be present whenever and wherever customers are looking for a Hotel
- Implementation on all relevant distribution channels
- Be there for travelers in their booking moments
- Cost-effective and result orientated
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.
How to stay relevant and represented in a disruptive market
Social Media has brought on some new challenges for Hotels like promoting disruptive real-time content.
What actually is happening is what we define as disruptive innovation. Disruptive innovation will disrupt existing market and value networks and create new market and value networks.
Through new technology, information access and disruptive innovation new markets and value networks now have extensive brand knowledge.
Today Hotel is required to identify and reach customer needs in real-time.
Not only has advanced technology changed the marketing landscape it also changed how Hotels approach customers.
Google Hotels Ads today has become a reflection of how customers are seeking to have a soft introduction to a Hotel.
One component that becomes incredibly important in today’s modern marketing is to study customer pattern and behaviors. Not many Hotels has invested yet in the psychographics of their demographic data.
Google Hotel Ads let Hotel suppliers connect directly with travelers when they are actively searching for a Hotel to deliver cost-effective results.
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.
Building a community around new creative relationships
Google Hotel Ads is designed to help Hotels take ownership of the booking. It is more than just appearing in the traveler’s search results when they are ready to make a booking.
Travelers make decisions based on they know, trust and like.
Google Hotel Ads is now providing Hotels with a tool that make it possible to amplify their presence in front of the right audience at the right time.
With Google Hotel Ads the new reality for Hotels becomes to optimize the experience. This is like a marriage between paid and earned media.
One of the strengths of Google Hotel Ads is that will appear on multiple forms of devices and channels. It will be displayed to travelers searching for Hotels on Google Search, Google Maps, Google+, across desktop computers, tablets, and mobile devices.
Several Hotels has over the last couple of years seen a tremendous increase in mobile bookings. And Google Hotel Ads has doubled the conversion rates than regular mobile traffic.
Hotels have to start leverage every micro-moment and make it as easy as possible for travelers to make a real-time transaction.
Google Hotel Ads will utilize Google Maps to give travelers important insight about the Hotel and its surrounding area.
And when the traveler has identified your Hotel they can start to go even more in-depth to get more detailed info.
It is as important for Hotels as it is for the travelers to understand and check reviews.
Innovative and creative Hotels use this information to their advantage to showcase to travelers that they listen and care.
The response in itself is not enough, Hotels has to show some action behind their words. And today Hotels has the same opportunity to use the same medium as travelers to show that they are transparent and authentic.
Collaborating and connecting with travelers will help add new values what your Hotel put into the paid advertisements.
Hotels that goes beyond that Google Hotel Ads and optimize the experience will become the new frontiers that travelers will turn to.
With an optimized experience, Hotels will optimize cost-per-click
Case-studies done by Google has shown that cancellation rates on Google Hotel Ads are very low. This has an incredibly positive impact on yield management for the Hotel by reducing distribution costs and dependency on online travel agencies.
Google Hotel Ads will provide you with key performance indicators and reports for your overall health and performance.
Your Hotel still has to pay attention to the overall performance. When you know your return of ad spend then you easily adjust where it is needed.
It is really important to understand that Google Hotel Ads is designed to help both the traveler and your Hotel to find the perfect match. Your Hotels ranking is determined by relevance, distance, and prominence.
There is no way to buy or request a better ranking!!
But your Hotels ranking can be optimized for building a relationship with your community, quality, value, transparency, humanness, authenticity, and experience.
Today Direct Booking has turned into a paid and earned experience for Hotels. Hotels can’t turn their back any longer to these facts or try being clever.
It is critical for Hotels to optimize every micro-moment that impacts the traveler’s decisions. This is just the beginning of a shift from Search Engine Optimization to Search Experience Optimization.
When your Hotel serves your community they will reward you back with serving you.
From a Hotel and Social Media Consultant’s standpoint, the Social Media Community can offer Hotels a one-stop-shop for managing their Social Media marketing such as the community infrastructure, database, listening functionality, profile management, collaboration, content marketing and management, and of course, the analytics.
A Social Media Community will help your Hotel to grow smarter and faster when you focus on the value proposition and collaborate in effective ways.
If your Hotel need help to put it all together then make sure to the let us know.
Today’s Social Media Management tools provide advanced options that will help Hotels with these tasks. If you need a quality team the help your Hotel pulls this off, then get in touch with my partners at Founders Media.
With the right team behind your Social Media efforts, it can become cost-effective and generate a new revenue stream for your Hotel.
To get your Hotel started here are a few FREE gifts and resources from me and my partners Founders Media.
1. FREE access to my Hospitality Gone Social Vault (Click Here to Unlock)
2. FREE ebook from Founders Media (Click Here to Unlock)
3. FREE 21 Days To Social Media Mastery for Hotels email course (Click Here to Unlock)
4. FREE access to #HotelPodcast — A Podcast about Social Media Mastery for Hotel (Click Here to Unlock)
5. FREE access to our Facebook Group — Hospitality Gone Social (Click Here to Unlock)
Originally published at aremorch.com on July 15, 2018.