In the competitive hotel market, increasing direct bookings has become a priority for many hotels seeking to reduce dependence on OTAs while increasing their income. Google Ads campaigns are a very effective tool to directly attract travelers to your website, capturing their attention just when they are looking for accommodation at your destination. In this article, we will show you how to set up and optimize search and display campaigns to increase direct reservations, and how to take advantage of remarketing to recover interested visitors who did not complete your reservation on your first visit.
1. Google Ads Search Campaigns
Search campaigns allow your hotel to appear in the first Google results when users search for hosting in your area. This type of campaign is ideal for attracting travelers who are already actively looking for a hotel at your destination, which significantly increases the possibilities of conversion.
How to set up search campaigns:
- Keyword research: The first step is to conduct detailed keyword research using tools like Google’s keyword planner. Identify terms that your potential clients would use, such as “Hotel in Medellin”, “Accommodation in Bogotá” or “Best Boutique Hotel in Cartagena”. Don’t forget to include long-tailed keywords, such as “luxury hotel in Medellin with spa”, since they are usually more specific and have a higher conversion rate.
- Ad structure: Create attractive ads that highlight the main advantages of booking at your hotel. Mention benefits as exclusive rates when booking directly, special offers or unique experiences. Make sure each ad includes a clear call to action (CTA) such as “Book now and get an exclusive discount”.
- Ad extensions: Use ad extensions to improve your hotel’s visibility. You can add link extensions to sites, prices, or calls, allowing users to access more relevant information with just one click. For example, you can include a direct link to the reservations page or show the available rates for the selected dates.
2. Display campaigns
Display campaigns are ideal for increasing the visibility of your hotel by displaying graphic ads on relevant websites such as travel blogs, tour magazines, and other hospitality-related portals. These ads allow your hotel to appear in front of travelers who have not yet searched directly for you, but who may be interested in your offer.
How to set up display campaigns:
- Audience Segmentation: Google Ads allows you to segment your ads to display to users interested in travel and hospitality. You can target audiences that have already shown interest in specific destinations or those who have visited travel-related websites.
- Ads Creativity: Use high-quality images that show the best features of your hotel: photos of rooms, facilities, gastronomy and spectacular views. Ads must include clear messages that highlight the benefits of booking directly, such as special rates or exclusive services for those who book through your website.
- SPECIAL OFFERS: Display campaigns are an excellent opportunity to promote exclusive offers, such as discounts for direct booking or special packages. These types of incentives can motivate travelers to opt for your hotel instead of an OTA.
3. Remarketing: Retrieve interested visitors
Remarketing is a very effective strategy that allows you to address those users who have already visited your website but who did not complete a reservation. These users have shown interest in your hotel, and a remarketing advertisement can motivate them to return and end their reservation.
How to implement remarketing:
- Tag Settings: Install the Google Ads Tracking Tag on your website to capture users who visit it. This will allow you to create remarketing lists based on user behavior, such as those who visited the reservations page but did not complete the transaction.
- Custom ads: Create custom ads that are shown to users who have already interacted with your hotel. You can offer additional incentives, such as a special discount or room upgrade, to motivate them to complete the reservation. An example of ad could be: “Come back and complete your reservation with a 10% discount!”
- Audience Segmentation: Uses dynamic remarketing to display specific ads for rooms or services that users saw during their visit. This will remind them of what interested them and increase the likelihood that they will return to finish the reservation.
4. Optimization and analysis
Continuously optimizing your campaigns is critical to ensuring that you get the best return on your ad investment. Google Ads provides detailed reports that allow you to monitor the success of your ads and make the necessary adjustments to improve results.
Key points to monitor:
- CTR (Click-Through Rate): The CTR measures the number of clicks that your ads receive relative to the impressions. A low CTR may indicate that your ads are not attractive enough or relevant to your audience. If necessary, adjust the titles, descriptions, or the keywords used.
- CPA (Cost per acquisition): The CPA indicates how much it costs you to get a reservation through your ads. Keep an eye on this value and adjust the campaigns to reduce the cost per acquisition, optimizing offers and segmentations.
- Conversions: It is crucial to measure how many reservations you are actually getting from your Google Ads campaigns. If you notice that the conversions are low, check the landing page or the reservation process to make sure it is simple and efficient, which will make it easier to finish the reservation.
Google Ads campaigns are a powerful tool to increase your hotel’s direct reservations and reduce OTA dependency. By correctly configuring search and display campaigns, and by using remarketing to recover interested visitors, you can attract more guests directly to your website, increasing your income and strengthening the direct relationship with your customers. With constant optimization and a focus on improving user experience, Google Ads campaigns become a strategic ally to maximize direct sales and consolidate your hotel’s online presence.
