In 2017, Google introduced a number of new initiatives at the next Google Marketing event. Last year, they launched Google Marketing Live and we got an insight into the activities of the internet giant. See Google Marketing Live 2019 this week for a look back at last year's launch.
Last year's Google Ads updates and their impact on the hospitality industry
<img class = "artimage" src = "https://www.nevistas.com/ug/15732 /01.jpg "alt =" TravelNet Solutions  Google introduced a number of new initiatives at the next Google Marketing event in 2017. Last year, they launched Google Marketing Live, and we've got a glimpse of the Internet giant's activities
Google has announced a number of new brand initiatives, including a change of name from AdWords to ads and the combination of DoubleClick Ad Exchange and DoubleClick for Publishers in a single platform: Google Ad Manager.
Google has also made changes to its progress machine learning and applied to the Google Ads platform.
This week with Google Marketing Live 201
What We Have Learned
As many of you know, search ads were one of Google's first offerings, and responsive search ads make use of learning machines to be "helpful and personal". According to the company's testing, this approach leads to 15% more ad clicks.
Just enter up to 15 headings and 4 description lines. The rest is done by Google. By testing different combinations, Google learns which ad creative performs best for a search query. People looking for the same thing may see different ads depending on their context.
In addition to these responsive search ads, Google announced improvements related to machine learning:
- Maximizing Lift for YouTube – Uses Machine Learning to Optimize Ad Performance on YouTube By Making Bids Automatic to adjust.
- Local Campaigns – Machine learning helps you get more customers into physical businesses by optimizing ad serving across Google platforms.
- Smart Shopping Campaigns – Machine learning can be used to optimize campaigns based on criteria and goals selected by marketing professionals.
What these updates mean for the hotel industry.
Google has been instrumental in making hotels with the "Hotel Ads" feature able to show their businesses on Google.com and Google Maps for all devices.
Unlike most metasearch units (which are still at the center of Google's foray into Google hotel bookings), the company allows travelers to book directly on the property's website, in a sense, "owner of the relationship" by interacting with the ad until the booking.
Google has integrated a number of booking engines to make sure they are easily accessing the available inventory for a variety of lodging providers, including TravelClick, Saber Hospitality, IBC Hospitality Solutions and SHR, to name but a few.
Using Google's Audience Manager, you can set up a hotel marketing campaign to reach people who are already engaging with your site in some way.
In addition, advertisers can target their ads by demographics to target different genders and ages. While this functionality was previously available, Google went one step further with goals based on household income and parent status.
With such a feature, advertisers like hotels can get to know their target audience better. It's easier to attract the right people.
In addition to all of these publications, Google has tested a new ranking of these high-revenue hotel ads, which is above the first organic search engine results pages (SERPs).
As you can see in the screenshots below, these ad placements have been moved from the right sidebar to a traditional "native ad placement" within the results area of the page:
What are the implications of these ad placements? Your business?
- These hotel ad placements reduce the number of organic brands on your site. There needs to be a stronger SEO focus on local search terms and long-tail keywords to ensure that your property goes beyond non-brand search results.
- Bidding becomes more important as your prices are not the only ones that appear in the "Book Now" box. OTAs also offer to be included in this area. While these bookings help you increase your occupancy, we all know that they do not optimize sales. The only way your site will show up using this "book now" inline format is to bid on your own brand keywords.
- If you're not already using Google Hotel Ads, you should now learn more about how your site's working property can be included. The first step is to find out if your booking engine is integrated with Google or not.
About TRAVELNET SOLUTIONS
TRAVELNET Solutions offers integrated solutions for the hospitality industry, CRM, Digital Marketing and Cloud Contact Center.
Our mission is to change the way hospitality works. Every day, we strive to solve the toughest challenges in technology and operations, and we work tirelessly to deliver solutions that help our customers become more efficient and profitable. Our vision for the future is a world in which every hotel company can compete at eye level. Our goal is to become the business concierge of our customers. It all starts with a question: how can we help you?
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