Google AdWords is a powerful tool that can touch up to 90% of users around the world. Of course, it's the force behind the advertisements you see when searching on Google, but also behind countless web-wide picture ads on thousands of sites. Google AdWords is a valuable resource, and as a major part of its marketing strategy, most modern hotels depend on it.
THE SEARCH NETWORK
The search network is the starting point for all hotels. Users on the search platform for Google are actively seeking a solution for their search.
Most hotels rely on OTA's to help drive their business and provide their brand with a billboard effect. Nonetheless, it is always better to book directly. They're moving to a lower CPA, fostering loyalty and offering you the opportunity to upsell.
Brand campaigns on the search network allow you to actively search for your hotel to display your ads to users. The casual traveler is often unsure about the channel or website that completes this reservation, so advertising a' guaranteed best rate when booking direct' is an effective way to convince them that directing is the best channel for them.
THE DISPLAY NETWORK
The Google Display Network (GDN) is made up of millions of websites, news pages, blogs, and websites such as Gmail and YouTube. The Google Display Network reaches 90% of the world's Internet users. (Source: Google) Advertisement on the' Show' network is often referred to as' marketing interference,' as it interrupts the user as they browse the web. In that sense, search ads are the opposite, which appear when the user is actively searching on Google.
Your approach must be distinct from search strategies to have an effective show campaign. It's important to think carefully about your advertisements and landing pages.
THE VIDEO NETWORK
The video network is the hotel industry's most underused network, mostly due to the lack of quality and appropriate hotel-level videos.
It doesn't have to cost a lot to make a good video, and it doesn't have to be 15 minutes long–it shouldn't! You're well on your way if you've got an iPhone, a tripod and a sunny day.
Shorter than longer, and better than large, small subjects. We would suggest making 4 separate videos for different business areas for hotels, rather than 1 longer generic video.
For example, you might want a video to show off your grounds for your weddings, your restaurant, your company. Another hotel might exchange corporate business for families, or add the spa or golf course to a video.
Ideally, you produce short, nice and point-to-point videos with a clear message and call for action. It would suggest anything from 20-40 seconds.
No comments:
Post a Comment