In 2023, maintaining a robust brand presence on Google is more critical than ever for hotels and resorts. As travelers explore options, shortlist destinations, and make bookings, Google often plays a pivotal role in their decision-making process. However, the problem arises when trying to stand out in a saturated market. With OTAs, travel agents, and wholesalers all competing for visibility using Google Ads, how can hotels and resorts generate a satisfactory return on investment (ROI)?
Segmentation for Better Google Ads Campaigns
The key lies in executing basic strategies right. For instance, segmentation of your Google Ads campaigns by country, travel intent, and keyword theme can lead to more efficient monitoring of campaign performance. This granular approach allows hoteliers to make precise adjustments to optimize results.
GuestRadar, a tool designed for hotel market intelligence, can be a great asset here. It provides data segmentation based on travel intent, country, age, and family status, making the process of setting up successful Google Ads campaigns considerably more straightforward.
Bidding Strategies and Messaging
For bidding strategy, brand keywords should ideally aim for the top position. Non-brand keywords, on the other hand, should target a first-page position to balance cost-per-click (CPC) and exposure.
Furthermore, ad messaging across the Google Ads platform, which includes search, display, and YouTube, needs to be spot-on. Addressing the needs and wants of travel planners is vital. GuestRadar, once again, proves valuable by offering insights that can guide the creation of relevant and appealing ads.
Competitor Campaigns and Market Intelligence
If your budget permits, running campaigns that capitalize on your competitors’ marketing strategies can be advantageous. We recommend not bidding against their brand keywords, but instead, understanding their marketing communication strengths and weaknesses.
GuestRadar grants access to destination-specific travel trends in various dimensions, enabling a reliable analysis of your competitors’ marketing strategies. Understanding these trends can give your hotel or resort a competitive edge.
In conclusion, leveraging Google Ads as part of your hotel marketing strategy can yield impressive results when done correctly. With tools like GuestRadar, you can gain the hotel market intelligence needed to optimize your hospitality ads and stand out in the digital marketplace.