advertising for hotels

Advertising for hotels – Tips & tricks for your Google & Microsoft campaigns

With over 700,000 hotels around the world, it’s not surprising that the hotel industry is one of the most competitive markets nowadays. In addition, 83% of hotel reservations are made online, indicating that digital marketing plays a critical role in the hotel industry. Hence it’s extremely important that we use Google Ads and Microsoft Ads to advertise our services, and make sure we’re doing it cleverly. Advertising for Hotels easy and clever!

If you’re a hotel owner and would like to start or improve your advertising on Google and Microsoft, here are some effective tips to make your money work. 

TIP 1: go for online search campaigns

Did you know that 75% of people use Search when looking for a hotel (or any other type of accomodation)? It actually makes sense, because Display or Video campaigns depend on other resources: Display ads are shown within websites or applications, and video ads appear along with YouTube videos. By contrast, Search ads appear directly on the results when a person types something in the search box. Moreover, these ads appear as a list, allowing people to easily compare their options

TIP 2: use free Google & Microsoft Ads management tools

Take advantage of the free tools that can be found on the Internet, so that you don’t need to manually analyze and control your online campaigns (this can sometimes be a cumbersome process). We recommend using the Clever Ads’ Google Ads Creator and Microsoft Ads Manager, a software specialized in the creation of campaigns for hotels, motels, inns, and other accommodations. In addition, once the ads are running, you can use the free Clever Ads Manager app to view the performance of your campaigns and all your data from your cell phone anytime, anywhere.

TIP 3: use broad match modifier & negative keywords

When people search for a hotel, they usually want it to fulfill some specific requirements -either an adjusted price, a central location, an indoor pool, or a gym. Use Google’s and/or Microsoft’s Broad Match Modifier to bid on keywords that describe the features of your hotel, so that you’ll be found when people look for those features. Likewise, use Negative Keywords to exclude non-relevant searches for your business

As an orientation, you can use a free Keyword Planner to check the websites of hotels that are similar to yours, so that you can get an idea of which keywords are searched by their guests. 

TIP 4: bid on your own hotel’s brand name

You may think: why should I pay for an ad for people that already know my hotel, and are directly searching for me? Well, your potential guests are probably looking for a link to book a room at your hotel, and it’s very likely that several Online Travel Agencies (OTAs) are offering that link over the organic results.

In addition, your hotel’s name is the keyword with the cheapest cost per click you’ll find, because you own the brand itself. And the conversion rate will probably be really high, meaning that you’ll be maximizing your return on investment.

TIP 5: outrank OTAs & booking engines

There’s a bidding strategy on Google Ads called Target Outranking Share that enables you to appear on top of any OTA or booking engine that is bidding on the same keywords as you. When using this strategy, just indicate the websites you want to outperform and the percentage.


booking engines advertising for hotels

TIP 6: “last-minute” and “near me” hotel campaigns

Searches like “hotels near me” and last-minute hotel offers are among the 20 most searched hotel-related keywords. This indicates that creating a last-minute campaign will probably result in a lot of clicks. Also using a geo-targeting strategy could help you to be reached by potential guests that are close to your accommodation and are looking for a place to stay.

As proved, Google Ads and Microsoft Ads can definitely be the weapon to hunt your future guests. If you’d like to try this platform for free to see if it works for your hotel, you can get a Google Ads promo code here, and another Microsoft Ads promo code here Don’t miss it!

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