Hoteliers will benefit from several new features on Google, offered by the search engine to allow them to reach more travellers.
Through a simple search or via the Travels tool (for flights and hotels), many Internet users and mobile users go directly to the Google search engine for their next business or tourist trip. A boon, given the enthusiasm of consumers (the request “book a flight” jumped 70% last year) as much as an obstacle, at a time when hoteliers are more and more numerous hopefully take advantage of Google inventory.
The ability to serve ads across the entire Google galaxy
So to help hoteliers reach more customers and generate more reservations, Google announced on March 7 the launch in the coming weeks of “Performance Max”, a tool that allows tourism professionals to launch advertising campaigns. focused on showing hotel ads on all Google properties.
What are we talking about ? Google’s inventory allows distribution to display channels, search, Discover, Gmail, Maps, and even YouTube. This option, powered by Google’s artificial intelligence, is intended to help hoteliers easily expand their property’s reach and drive more bookings from Google. ” With an easy-to-setup campaign, you can reach people at the important times when they’re planning their trips “, justifies the American company.
Google reports that advertisers who have so far been able to try Performance Max have seen conversions (i.e. bookings) up 18%. This will undoubtedly convince more professionals of the potential for maximizing their performance thanks to Google Ads.
Pre-populated and pre-made ads to drive more bookings
Among the innovations brought by Performance Max, we cite the possibility for hoteliers to run advertisements on all Google devices, with a functionality available in Hotel Ads, an advertising division expected later this year. More concretely, when a hotel configures its campaign, it will be able to select its establishment(s) on a map, and the advertisements will be pre-populated automatically, with URLs, images, texts and other creative elements, being declined in several formats. It will then be possible to modify them.
Performance Max is also the analysis of a campaign. A single campaign can support up to 100 hotels. A page will allow professionals to understand their performance, and to adapt their advertisements according to forecasts and search trends provided by Google. ” A hotelier can identify the search terms of Internet users who view his advertisements “, promises the firm.
Finally, the tool will allow hoteliers to define their conversion objectives and budget thresholds. Google’s AI will then handle day-to-day campaign operations, such as optimizing ads across channels, bidding, and selecting top-performing asset groups.
With 40% of consumers claiming to spend more time researching information and planning their stays than before the pandemic, hoteliers have a pretty formidable tool here to drive more conversions with Google Ads.
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