How to use Google Hotel Ads at your B&B
September 2, 2019
With the launch of Google Hotel Ads (GHA), Google has simultaneously made it easier for hotels to reach their guests and for travellers to find the perfect room wherever they roam. If you’re thinking of making the plunge, see how Google Hotel Ads can deliver a revenue boost for your property.
How Google Hotel Ads can raise your revenue
When Hilton Worldwide started using GHA, they saw a 12% increase in return-on-investment over using standard online ads alone. La Quinta doubled its conversion rate through Google Hotel Ads.
Google Hotel Ads works by showing hotel, inn, and bed and breakfast data when a traveller performs a search. Results come in a map format, so guests can search for a property that’s located exactly where they need to go. Along with name and location, Google shows information like guest ratings, photos, Google Street View, and description. It’s like a B&B metasearch, where guests can scroll through all results, get an overview of their options, and find the perfect property.
If a guest is interested in your property and they click on the link provided, Google sends them directly to your website where guests can continue their reservation. It saves you money when guests book with over using an OTA, and it also gives you ownership of your guest’s data.
If you’re looking for ways to compete with OTAs for bookings, this B&B metasearch tool is important for small properties.
How to add Google Hotel Ads to your B&B marketing strategy
Google requires that all properties use Integration Partners to get started with Google Hotel Ads. If you already use a hotel technology partner, they may be able to help you get started.
If not, Google can match you with an Integration Partner so your information displays as a feed that appears in relevant search results.
Once you’re up and running with the help of your Integration Partner, you can manage your property’s digital presence by, for instance, adding more high-resolution photos of your property.
With the Google Business View tool, you can post photos of rooms and interior common areas.
You can also check up on your competition by searching for bed and breakfasts near you using Google. Up-to-date information about your competitors can help you price rooms more accurately, evaluate amenities, and perfect other aspects of your B&B marketing.
You can either allow Google Hotel Ads to take a commission from every booking or bid in a pay-per-click model. For B&Bs and other small properties, the commission model makes more sense, since you don’t have to think about bid management and you only pay when guests book. You can also set the commission percentage you pay, retaining price control.
Since there’s no upfront cost, it’s no-risk to try GHA and see for yourself how it works for you. By adding GHA to your B&B marketing strategy today, you can get found by more guests while retaining ownership of every transaction.
For more information and an overview of Google Hotel Ads, visit this resource.