Did you know for every $1 a business spends on Google Ads, they get an $8 profit through Google Search and Ads?
There’s a reason why so many big brands spend millions on Google paid ad campaigns. It is one of the simplest ways to reach out to the right target audience and drive sales.
But “simple” doesn’t exactly mean easy. While Google ads do provide immense opportunities for business owners, especially in the hospitality sector, there’s also a big room to commit mistakes and waste away the ad budget.
There are countless stories of hotel owners using Google ads to attract guests and exponentially scale their business.
If you run a hotel, you can follow suit.
But it’s essential to identify the common pitfalls, have a plan for expected challenges, and have basic knowledge of how to run Google Hotel ads campaigns.
Google Hotel Ads Budget Management:
One of the biggest challenges people who run Google ads, without the necessary expertise and experience, face is improper ad budget management. This leads to financial leakages, draining the budget off the account with very little ROI.
Google ads budget management is the principal thing, aside from the how-tos, hotel owners should know before they get to the implementation part. Because, one, it defines their ROI. And second, it affects the cost of the ad.
The Cost of Google Hotel Ads:
There’s no defined number as to how much Google Hotel ads cost. That figure is dynamic, based on several factors, like the type of ads you’re running, the localized competition, the keywords you’re targeting, and more.
Google Hotel Ads showroom availability at your hotel, as well as the rates, on Google Search, Maps, and the Assistant. You pay only when someone selects your room rate. Again, this ad spend depends on where the ad has shown up and other factors.
You can also choose other basic types of Google ads: Search Network campaigns, Display Network campaigns and Video campaigns. (These ads are preferred when you want to drive traffic to your website’s landing page rather than have people engage with your brand on Google and book on an aggregator website.) The cost of these ads for hotel owners is dynamic as well, influenced by numerous factors.
So, addressing the main subject: How much does Google Hotel Ads cost? There’s no definite answer. The pricing is based on simple bidding where you set your preferred commission, ROI or bid.
Keeping Google Hotel Ads Cost Low:
Whatever you’re paying per click, it’s essential to keep an eye on that cost and figure out ways to minimize it. There are several steps involved to optimize your Google ad campaigns and ad spending, all the while improving your conversion and ROI.
- The first step in Google ads spend management is thoroughly understanding how the pay-per-click model works. Fair knowledge on this will help you learn about the how’s and what’s of bidding.
- The next step, and possibly the most important one, is to define your budget. Many hotel owners have ambiguous ad spending patterns. So, even when they aren’t driving the required ROI, they continue spending on the ads, hoping for conversion. Setting your budget allows you to track results, find out CPA over a defined period and take definite measures to make improvements.
- In addition to these two broad steps, some of the other things you can do to effectively manage your Google hotel ads spending is connect Google Ads and Google Analytics, choose the right keywords and target locations, create multiple simultaneous campaigns that employ aggressive A/B testing (recommended for advanced users), and intensively monitor the results.
How to Get Started?
Starting with Google Hotel Ads is simple. Create your Google Hotel Center account, manage your room availability and rates, and set up the feed.
Next, connect your Hotel Center account to a Google Ads account. And then from the ads account, add a budget to your campaign and start serving the ads to your target audience.
But going back to what we mentioned earlier, just because it’s “simple” doesn’t mean it’s easy. Despite all the measures in terms of spend management, you may fall short in making a real difference in your budget due to a lack of expertise.
This is why it’s recommended you get help from experts who specialize in Google Hotel Ads; experts who have helped other hotel owners increase booking and achieve higher scalability.
In the end, running Google Hotel Ads can be a whole different experience. It’s easy to make mistakes and end up draining the budget if you don’t have the expertise. So, you have to be careful and educated throughout.
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