Hotel campaign

If you are the owner of a hotel chain and want to attract more people to book rooms, then a hotel campaign is your top choice. By implementing this campaign, businesses can bid on ads that appear when travelers search for information on Google Search or Maps. These ads provide comprehensive details, including hotel images, amenities, and room rates. This allows customers to easily compare, cross-reference, and make the most informed decisions. Let’s explore this type of campaign with Ad Support in the content below.

Exploring Hotel Campaign in Google Ads

With a hotel campaign, businesses can bid on hotel ads that appear when travelers search for hotel information on Google Search or Maps. These ads include key booking details such as hotel images, amenities, room rates, and direct booking links. This enables travelers to easily compare and evaluate options, helping them make informed decisions while delivering a seamless and exceptional service experience.

When creating these ads, you’ll need to provide details about the hotel listings you want to promote, updated pricing, and the destination landing page. Additionally, you can manage items in your Hotel Center account and link it to your Google Ads account. This integration allows you to run hotel campaigns, manage budgets, campaigns, ad groups or hotel groups, bidding, and reporting efficiently.

Benefits of running hotel campaign

By implementing this type of campaign, businesses can attract travelers who are actively searching for hotels in a specific area. The ad includes the company name, hotel name, price, and text annotation to highlight the benefits of booking through the website.

Based on the customer’s interest in the ad, businesses can adjust room prices according to the hotel’s room availability or the traveler’s itinerary.

Reach travelers with visually appealing ads that attract and direct customers to the customer booking website. Here, customers can learn more about the hotel information and increase the possibility of converting by booking a room.

For this type of advertising, businesses only pay when someone clicks on the ad and books a room. Alternatively, you can adjust bids based on factors such as device type, the traveler’s country, or their length of stay.

Where Ads Show

If someone searches for a hotel on Google Search, Google Maps, or YouTube, they will get information about the hotel including photos, name, price, and map. When a traveler selects a hotel, they will see updated prices and a link to book a room at that hotel for the dates and number of guests they have selected.

After clicking on a hotel ad, a traveler can go to the hotel’s detailed view. Here, they will find hotel booking links with additional information such as name, class, address, phone number, and a link to the hotel’s website, with directions to the hotel. The Book button takes the traveler to a page with incomplete hotel booking links.

The booking module displays the top-rated booking links along with a link to see additional prices. Travelers can adjust rates based on check-in and check-out dates and number of guests. View rates by nightly rate, total nightly amount, or total length of stay.

Hotel booking link ads take travelers to a hotel, online travel agency, or metasearch engine landing page where they can book a room at the hotel of their choice. Free booking links are listed under All options on the Overview and Pricing tabs.

Although hotel ads appear globally and can be displayed in any language and currency, some countries have restrictions.

How Travelers Find Hotel Booking Links

When searching for hotel information on Google, travelers will see various ads labeled as “Ads” alongside free booking links. Depending on the search query, hotel-specific content may appear in the results, including a list of top results related to hotels. If a traveler clicks on the “View Hotels” link, they will be directed to a more detailed list of results featuring images, ratings, prices, and a map.

If a traveler searches for a specific hotel, they will see detailed information about that hotel, including booking links tailored to the selected dates. After clicking on “View Hotels,” they will access a full list of results that includes both a list view and a map of hotel search results, along with hotel names, photos, prices, and ratings. At this stage, travelers can further filter results by check-in date, price, amenities, size, user ratings, brand, or hotel class. 

Clicking on a hotel directs travelers to its detailed page, which contains comprehensive information such as contact details, amenities, photos, user reviews, and direct links to the hotel’s website and directions. The booking module displays room rates, booking links for specific check-in dates and guest counts, and a button to book directly. Clicking on a hotel booking link will take the traveler to the respective website to complete the reservation process.

How to Create a Detailed Hotel Campaign

By targeting multiple countries and hotels, you can choose different bidding strategies for each campaign and provide detailed information about the hotels you are advertising. Here’s how to create a hotel campaign:

In your Google Ads account, click on the Campaigns icon, then click on the Campaign dropdown and select Campaign again. Next, click the blue (+) button and choose New Campaign. Then, select a suitable campaign goal, or choose Create a campaign without a goal’s guidance, and click Continue.

Now, select Hotel as the campaign type and click Continue. Then, select the linked Hotel Center account. Once your Hotel Center account is linked to your Google Ads account, you need to create a campaign and an ad group. From here, you can proceed with segmentation by logging into your Google Ads account, clicking on Hotel Groups in the page menu, and selecting the ad group you want to edit. 

Next, select the Hotel Group and click the (+) button to segment the hotel groups further. At this point, you can choose to share the hotel groups by country, region, state, city, or hotel code. If you want to set a bid for the hotel group, click Continue to edit bids or click Save without editing bids. The bid from the segment of the hotel group will then be applied. If you set the campaign’s bidding strategy to Manual CPC or CPC %, make sure to set the CPC bid at the hotel group level. 

You can also edit your hotel groups by clicking Hotel Groups in the page menu. Next, click the pencil icon next to your hotel group. You can now further subdivide your hotel groups or delete existing categories. Then, select your advertising preferences, including entering your campaign name, bid type, budget, ad network, and device placement settings.

Click Save and Continue, then create the first ad group by entering information such as the ad group name and bid for the ad group. Once you click Save, you will be directed to the Hotel Groups page. At this point, you will see a group labeled All Hotels, which targets all hotels available for advertising in the linked Hotel Center account.

How to Measure the Performance of a Hotel Campaign

Based on how your ad bids and bid adjustments are performing to optimize your strategy. If you want to measure bid performance, log in to your Google Ads account. Then click on a hotel campaign, you will see a table listing ad groups, levels, and bid strategies, along with metrics including clicks and impressions. 

If you want to see how your hotel ad bid adjustments are performing on CTR and conversion metrics, click on Journeys, Devices, or Locations in the page menu. In addition, the report will provide metrics including conversions, cost per conversion, clicks, impressions, CTR, average CPC, etc.

Setting Up Conversion Tracking for Hotel Campaign

To better understand how clicks on ads lead to valuable actions on the website, such as booking a room, you should set up conversion tracking for your hotel campaign report or Performance Max campaign with travel objectives. Google will provide you with data on hotel bookings to enable campaign performance tracking. This allows you to track hotel data and overall campaign performance. You should use Google’s tag to implement Google Ads conversion tracking for hotel ads. Here are the steps to set it up:

Creating Google Tag and Event Tag

In your Google Ads account, click on the Goals icon, then click the Conversions dropdown and select Summary. Next, click on + New Conversion Action, then choose the type of conversion you want to track, and follow the instructions in the tool. If you want to track hotel bookings on the website, select the following options:

• Category: Purchase/Sale
• Value: Use different values, with a default value greater than $0 USD
• Count: Each conversion
• Attribution Model: Last Click

Once you’ve completed the setup, click Done.

Setting Up Google Tag and Event Tag

You can implement Google Ads Conversion Measurement for Hotel Ads in 2 ways: deploy directly in the HTML/AMP of the website or use Google Tag Manager. It is recommended to prioritize using Google Tag Manager because it is simpler and easier to implement, especially when you do not have much experience with web coding. Details on how to do it are as follows: 

First, you need to create a tag in your Google Ads account and use the Conversion Code and Conversion Label to configure the tag in Google Tag Manager. Then, add a Conversion Linking Tag and place the tag on all pages, including the conversion page. Afterward, modify the tag with your preferred parameters. Make sure to place the Google Tag code so that the code runs on all pages, and the event code only runs on the confirmation page. Finally, to ensure optimal compatibility with web browsers, enable the conversion linking tag.

If you want to track conversions for multiple Google Ads accounts, you should set up empty commands for multiple conversion code strings by using the “send to” parameter of the conversion event code. Additionally, you may want to use the Multiple Account Conversion Tracking feature, which allows the manager account (MCC) to own and share conversion actions with one or more linked accounts. Enable auto-tagging to ensure accurate conversion tracking.

On the other hand, you can use Dynamic Tracking URLs to track traffic to your website from hotel campaigns in Google Ads. You can configure the URL through the tracking template and final URL suffix settings in the account. However, you will need to set the LPURL parameter in the Hotel Center’s destination page configuration to specify the final destination page receiving traffic from the ads. Once configured, users who click on the ads will be directed to the extended URL created with the tracking URL in Google Ads.

How to Start Effectively Using Hotel Campaign

With hotel campaigns, you can bid and compete for ads on Google Search and Maps. To use this campaign, you need to provide rates and availability via a price feed. Make sure your hotel rooms meet the listing requirements.

Since hotel prices change according to available rooms, you should work with third-party integration partners to add content to the search results on Google, including a hotel list (name, address, features), hotel prices, and distribution settings to send price data to Google. If you want to integrate directly with Google, you need to verify if you meet the requirements for integration. 

To achieve the best performance for the campaign, you need to know how to set the right bids to respond quickly to user changes. However, to select the appropriate bidding strategy, you must define the campaign goals and performance objectives. Once you’ve determined the right bidding strategy, consider factors such as conversion numbers and conversion rates. Adjust your bids based on user behavior and trends to make the most informed bidding decisions. In addition, you can adjust the target by segment to set the bid.

Contact Google Ads Experts for Consultation

By understanding how to set up hotel campaign, businesses can attract a large number of potential customers while increasing conversion rates and driving sales. However, to ensure campaign success, it is essential to understand the campaign structure, bidding strategies, how to set it up, and use features like conversion tracking and website traffic monitoring. If you are facing difficulties with this, contact Google Ads experts for expert advice and support. They can help you achieve a successful hotel campaign with optimal performance and budget. 

Through this article, you’ve gained valuable insights into this type of campaign and effective implementation strategies. We hope this useful information will help you create successful hotel campaigns that boost sales and achieve the highest performance!

Frequently Asked Questions