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Top 5 AdWords Features to Use During Holiday Booking Season

For a few years in a row now, AdWords by Google has been making several announcements and releases. As we know, these changes emphasize greatly on mobile-first, enhanced campaigns, changing SERPs, local search ads, location-related searches on Google Maps, expanded text ads and lots more, and the year 2016 has been no different.

Nonetheless, the holiday season of this year has almost reached its peak now. It’s high time to leverage this period, in sync with Google AdWords so that you can to boost your hotel’s business bottomline. Particularly independent and mid-sized hospitality players should tap onto this opportunity and accordingly direct their advertisers. After all, it is the best tome to leverage certain AdWords features to make sure that sales and marketing campaigns succeed to the maximum possible extent.

Here are five features of AdWords that can be leveraged by hoteliers in the holiday season this year:

Call-Only Campaigns

Google released the Call-only campaign in February last year. From the hospitality perspective, this was an attempt to capitalize on the increasing number of potential customers, who search for hotel’s phone number to call right away. This campaign may not be right for all hotels, but it is a great option for those who want to churn out maximum possible revenue during the 2016-17 Christmas and New Year season.

These call-only ads can highlight a hotel’s description and amenities. In it, you can replace the headline of your ad with the front-desk phone number with a “Call” button. This would make it easy for prospective guests to call, simply by clicking on the ad. Such ads show that mobile devices can be used to call, so you can come up with a new bidding strategy!

Audience/Prospect Retargeting

Holiday vacations are seldom completed in just one website visit. Guests and prospects love to revisit their target hotel site (or the destination site) to repetitively check on bundled offers, packages and lucrative prices. Sometimes, they log off and take time to think.

Next time, when the visitor goes online and starts the journey on a search engine, the advertiser can easily retarget them to drive them back through to completion. The audience tab in AdWords helps you to do this. Here you can choose to retarget people who visit the website and increase a bid by a certain percentage which suits the campaign.

Structured snippets

Structured snippets are useful additions to AdWords campaigns. This feature helps advertisers to provide more information around hotel rooms, services and amenities. With structured snippets, the plumber can list certain brands and prospective customers can read the list to recognize the hotel brand which they want to book in the holiday season.

This is another powerful way to offer useful information pieces to engage potential customers.

Offline Conversion Tracking

This practice is useful for advertisers who want to start the sales process once the guest has finished their journey through the hotel website.

Another good example is an OTA or online travel agent’s website. Guests choose to fill out an enquiry form for the holiday season and their choicest destinations. This is a desired onsite action and actual booking process can move offline, if a CRM system like Sales force is linked in the background.

Google offline conversion tracking steps in right here. The CRM system can log all enquiries generated through the PPC campaign, after passing a unique identifier on paid URLs. When handling and updating them is over, these records are extracted from the CRM system and are uploaded into the AdWords account, which are further used to reconcile performance data with all the campaigns and ad groups linked.

This shows the actual sale performance on the basis of actual revenues.

Hotel Ad scheduling

As a hotelier, you should learn the behavior of your guests. In order to do the same, you should understand the peak times when your prospects search for your hotel. This will let you effectively manage the budgeting.

Honestly speaking, holiday-travelers search during lunch breaks, in the evening or during the weekends. Understand the habits of your target market and attribute your budgets accordingly. Only then you can attain maximum market penetration during this holiday season.

Apart from the above, Google AdWords also offers an integrated call tracking solution. You can leverage this feature along with the others to track all the calls that are generated and attribute them to your hotel’s holiday ad campaigns accordingly. By rolling out this exercise, you can easily reach people who are ready to book a hotel like yours this holiday season.

Be where your guests are. Happy Holidays!

I am a Commerce, Computer and Law graduate. I am running my own IT Company since 1993. I like to Read, explore Hindu Sanskruti, Travelling and Riding/Driving.

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