Google Ads to increase direct bookings
Do you know a well planned Google Ads campaign can take your business to a much higher level? Additionally, it will also increase its direct bookings.
As a hotelier, it’s important in today’s dynamic hospitality industry that you get more traffic from Google.
With the number of increasing hotel-related queries in past years.
A well-planned Google Ads campaign helps people to find your hotel easily online and make your brand visible to potential guests needs.
Thus, it will increase direct bookings. Ultimately, this will decrease your Online travel Agency dependency and save your commission.
Hence, you must adopt Google Ads as a part of a marketing strategy to see a rise in direct bookings.
As it is a cost-effective solution which enables you to concentrate on a set of audiences to increase Return on Investment.
Lets us first discuss what is Google Ads.
Formally called Google AdWords. It is an online advertising platform created by Google where the advertiser pays to display short advertisements, product listings, video content, etc.
The framework of Google Ads is based on cookies in part, and on keywords decided by advertisers in part.
Google uses these features to put copies of ads on pages where they think this might be important.
Advertisers pay when users turn off their browsing to click on a copy of the advertising.
It’s an easy way to get your website or web page to the top of Google SERPs (Search Engine Results List) for a particular keyword by charging for clicks on the link, in the most simple sense.
How Your Hotel can leverage Google Ads?
There are two ways in which your hotels can leverage google ads-:
1) Negotiate with Online Travel Agencies in a friendly way and ask them to stop bidding on the brand name of your hotel.
2) Ask Google to stop publishing hotel based advertising.
If you can build a strong case about how it harms your direct bookings, Google might consider your request.
How to make Google Ads work for you?
Google Ads can increase your direct bookings. However, its flows and functionalities can be a little complicated.
Let’s see the following steps to get familiar with Google Ads and how it will work for you-:
Appropriate keyword Terms
When it comes to your keywords you just need to nail it, which is why checking and refining should be a part of your plan.
It is crucial to choose the correct keywords to use in your advertisement.
If your keywords are too broad, Google will place your ad in front of the wrong audience, meaning fewer clicks and more ad spending.
You need to list approximately 30 important keywords that people can use to find your hotel in Google search.
Review which keywords are working for you. It means which keywords are generating more clicks and set them to match your ads better for your target audience.
You probably won’t get the mix right the first time but until you do, you should keep adding, erasing, and modifying keywords.
Precise and attractive ads
Ads should match your searcher content and attractive enough to get enough clicks.
Your headline and ad copy need to match the keywords you are using.
Ads must encourage people to click into the bookings page or website.
If you have bid enough, your property is placed at the top of the search result page on google.
Plan your budget
You can plan how much to spend on your Google Ads and never pay more than your monthly capital.
As it works like a bidding process, you have to select the maximum amount you want to spend on advertisement.
Most ads begin to see results within a month.
Decide the payment amount
Once the process is complete, you have to pay Google.
As it is a bidding process, you have to pay only when the prospect clicks on your advertising.
Besides, you only have to pay the minimum sum amount require to get the commercial to rank as high as your budget allows.
How does Google find out what you’re paying?
Your Price is-: The Ad rank of the person below you/ Your quality score+ $0.01
Benefits Hotel gets from Google Ads are
Increase in Direct traffic
According to Google, more than 50% of leisure travellers and business travellers use this search engine to schedule their journeys.
When a user clicks on the Hotel Ads, they are redirected to the hotel booking page.
Google Ads are cross-device compatible and appear for both general and specific searches.
Thus, it increases the direct traffic to your website significantly.
Enhance Relationship
Due to no middleman in between you and your guests, this increases the chances of direct traffic and bookings.
This means you can get valuable data and feedback from their trip planning process.
Thus, you can easily understand and maximize the research process and experience for future guests.
Henceforth, you own your guest data and can maintain the relationship long after your guests check out.
You can use their contact details for engaging them in future marketing activities and loyalty programs.
All the while having full control over their experience with the brand.
More revenue
When a user clicks on your Hotel Ad is directly send to your site. Most likely they have already filter on basic information like price range, availability, venue, services, etc.
This means they are high on skill, even before they hit on booking page.
The net income produced by this booker versus an OTA booker will also be higher.
Users have seen an increase of at least more than 30% with the use of Google Ads.
Conclusion
Google Ads play a major role in running your business and get better results.
It is one of the most effective hotel marketing tools to enhance direct bookings.
With ad campaigns in the target market and using other marketing ideas, interested people will visit your website.
Whether they are looking specifically for your hotel or they are looking for an accommodation in your city.
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If you want to learn about the functionality of QloApps then you can visit this link: QLO Reservation System – Free Open-Source Hotel Booking & Reservation System
In case of any query, issue or requirement please feel free to raise it on QloApps Forum