Google Hotel Campaigns for Effective Traveler Engagement (Full Guide)

Are you looking to showcase your hotels to travelers searching for accommodations? The Hotel campaigns on Google's Search and Maps platforms can be your ticket to reaching potential guests effectively.

To get started with these dynamic ads, there are a few essentials you'll need or collaborate on with an integration partner:

1. Hotel List: Pick the hotels you want to feature in your ads.
2. Prices: Keep an updated set of prices for different travel plans.
3. Landing Pages: Have specific pages on your website for users clicking on your ads.

These elements are managed through your Hotel Center account, which links to your Google Ads account. This connection allows you to run campaigns, manage budgets, control ad groups, fine-tune bids, and access detailed reports. Don't have a Hotel Center account yet? You can learn how to share your property details and rates with Google.

What benefits do these campaigns offer?

• Targeted Reach: Attract travelers actively seeking accommodations in particular areas.
• Customized Pricing: Adjust hotel prices based on availability and traveler itineraries.
• Direct Bookings: Drive potential customers to your website to make bookings.
• Cost-Efficient Ads: Pay for an ad only upon a confirmed hotel booking or refine bidding based on factors like device type, traveler location, or duration of stay.

Where do these ads appear?

Whenever someone searches for a hotel on Google Search, Maps, or YouTube, they'll encounter a specialized hotel search module. This module displays hotel images, names, prices, and a map. Users can select a hotel to view current prices and book accommodations for their chosen dates and number of guests.

These ads are available globally, supporting various languages and currencies. However, certain countries may have specific restrictions.

How can you target these ads geographically?

Hotel campaigns empower you to set budgets and target audiences based on their country of residence and device preferences. Ad groups enable specific bid adjustments tailored to traveler itineraries.

Additionally, within ad groups, hotel groups allow you to set base bids for hotels based on their attributes.

Concerning bidding strategies:

• Commission-Based Bidding: Pay when a traveler book or completes a stay through hotel ads.
• Max CPC Bidding: Pay when a traveler clicks on your ad, with adjustments based on factors like device type and traveler location.
• Enhanced CPC (ECPC): Automate bid adjustments for a Max CPC bidding strategy.

Ad ranking in these campaigns is determined by an auction considering partner bids and ad quality, which includes factors such as price accuracy and how well the ad meets user needs.

For a more detailed understanding, explore the bidding strategies and the factors influencing ad ranking in hotel campaigns.