AdWords for Hotels and Resorts. Tips and marketing strategies


In this series of industry-specific Adwords practices, today we will discuss how to create and manage a successful AdWords campaign for Hotels and who are targeting new customers.

Is Investing in AdWords a good choice for Hotels?

Even though it is an expensive industry for AdWords, yet the returns are equally rewarding for Hotel and Resorts. It is a little tricky to bid for hotels as cost per click and cost per conversion is high and the industry is highly competitive. But, on the bright side, google search is the first touch point for research or booking. Hence, it is a great place to have your presence for your potential customers.

In my opinion, AdWords for Hotels and Resorts is a field that should be taken very seriously. Despite the high competition, it is worth to invest in. If you’re practicing in any of the niche businesses like Hotels, Inns, Resorts, Motels, B&B’s, etc, then pay-per-click marketing is a viable way to bring traffic to your firm.

If you are someone in the Hotel business and you haven’t yet set up an Adwords campaign for your service region, you are practically missing out on a lot of potential customers. Having said that, It is very important to use this tool efficiently or else it may end up costing you.

So without further ado, let’s dive into the basics and the best industry practices in AdWords for Hotels and Resorts.

Right PPC Keywords for Hotels


Choosing right keywords for your AdWords campaign can be a challenging task. It comes with confusing questions like should you go for long tail keywords for more visibility or more mainstream keywords with the high competition? The key here is to strike a balance between the two. You should target both long-tail as well short tail keywords. It will help you to get the most out of your campaign. There are 4 major practices for hotels to keep in mind:

Note: Avoid using one-word keywords which are highly searched for, as these search terms aren’t very informative about the kind of services you are offering for your prospect.

For example, if you use Hotel as a keyword for Hotel stay, your ads can be triggered for search terms like, Hotel Pictures, Hotel Room Decor, Hotel Jobs, Hotel Job Qualification, etc. which are not even close to what you want to target for. Therefore choosing the keywords carefully is very important.


AdNabu takes care of this from the very beginning itself. It creates the structure of the campaign such that each keyword type has 3 different AdGroup (one for each match type) ensuring that you target the right keyword for the right search term.


Advantage of using Broad Match Modifier over Broad match

Broad match modifier (a.k.a BMM) is a variation of Broad match. Broad match triggers ads for all searches around the keyword, keyword idea, synonyms, grammatical forms as well as related words, etc. BMM gives you much more control over the search terms for which your ads will be a trigger. It excludes synonyms but allows variations. For Example, If you target Broad match-type for keyword Book Hotel, it might be a trigger for the search term like Book which may not be relevant for you. Instead, BMM will ensure that the word Hotel and Book are present in the search. AdNabu automatically creates campaigns which use BMM instead of Broad match.



Best Negative Keywords for Hotel

The importance of negative keywords cannot be ignored, especially when each click costs a fortune. Though accumulating Negative Keyword is an ongoing process, but to begin with, below are a  few points to consider.  

What is a good landing page for you?

A landing page should use numerous parts such as trust badges, result-oriented headlines, explainer videos, testimonials, etc. Such landing web pages are aimed at driving visitors to take a worthy action.  Since every click will cost you a fortune, there’s no room for an error when designing a landing page for your business. Below are some Do’s and Don’t to follow:

Do’s

AdWords landing page sample for Hotels.png

Dont’s


Structuring Google Ads for a Hotel

Ad copy is extremely important because it is the initial touch point where the content of the ad compels the client to click on our ad instead of the competitor’s Ads. Below are the few points you must keep in mind:



Which ad extensions should a Hotel use?

Google ad extensions add life to your ads and make them look more professional and trustworthy. When used the right way, they can lead to better visibility for your potential customers and hence makes you easily approachable. Ad extensions work differently for different Industries. Some deliver a better result than others. For hotel industry, best working extensions are:

Location extension:

Location extension enables Hotels to add a physical location besides their ads. This helps you in numerous ways:

Sitelink extension:

The Sitelink extension enables Hotels to add extra links to share achievements or additional sub-categories of services (in-case targeting for a generic keyword).

Callout extension:

Callout extension gives Hotels an additional 25 characters of space to add beyond the basic description of the add. It is recommended to use this space to encourage the prospect to take action.

Call extension:

Call extension allows Hotels to add a contact number to their Ads. It works much effectively for mobile devices as Google adds a clickable call button to the ad. This allows the customer to call you instantly. For Hotel, it is considered to be very effective because usually, clients have personalized requests/ questions which encourage them to call. For example:


AdWords call extension for Hotels.PNG

Structured snippet extension:

Structured snippets allow advertisers to describe brief and specific features of the product or service offerings. It provides viewers with a direct access to the information about the nature and variety of services offered. In case of Hotel, structured snippets can show potential clients the specific information such as neighborhoods where the Hotel offers services, service catalogs, insurance coverage or even special offers.

AdWords Structured snippet extension for Hotels.PNG

Conversion Tracking for Hotels

Now that the campaign is ready to work its wonders, conversion tracking is very important and the last thing to set up as it will help you analyze your performance and optimize later. Depending on the business type, different conversion types are tracked. For a Hotel, it mainly works in two ways:

Conversion Pixel

It helps track which keywords resulted in leads. This can further help in optimizing your campaigns. Setting up conversion pixel required some amount of technical effort (You would need the person handling your lead page). Having said that, benefits of results from it overpowers the hassle. Here is a guide to help you setup conversion pixel.

Call conversion Tracking

This will help if you are allowing customers to make a business call directly from their phone. Calls are extremely beneficial for a Hotel and luckily Google makes tracking calls even from a website easy. Check out how to setup call conversion tracking here.   

Conclusion:

This was a short guide to get started with your AdWords campaign if you are a hotel or Resort owner, keeping in mind all the best practices for you. The Hotel industry is one of the industries which are highly benefited from AdWords, though the results may or may not be visible through online transaction. In case you haven’t tried your hands on AdWords for your business, we suggest you to consider setting a campaign right now!

If you are still not sure about how to start or to take your AdWords campaign to next level, sign up with AdNabu & automate campaign creation and optimize within minutes.