As a hotelier, Meta search and Pay per click,or PPC are a must-have element in your digital marketing strategy. The recent Google Hotel Ad upgrade encourages hoteliers to use Meta Search directly. Having access to Google’s primary advertising product, as well as its metasearch channel, will continue to influence how hotels are promoted to customers.
The largest of the Metasearch platforms, Google Hotel Ads, has released a new check-in date option that allows you to bid on specific check-in dates and adjust your bids upwards or downwards to adapt to occupancy and demand. It’s especially effective during low-occupancy periods when hotels normally turn to OTAs for additional publicity.
Google will always try to provide the most relevant and high-quality results to users for any given search query. Therefore, your focus must be to provide the best keywords for Google to show your business as results on the web. Traditional Search PPC does not allow you to bid such that your ad only displays for specified date searches. It’s a crucial feature that showcases the USP of your business or any feature that you want your advertisements to show.
But does that mean you no longer need the conventional Search PPC?
The answer is a plain no!
Wherever your potential visitors are looking for hotels, you need to be visible. Travelers plan and study hotels using a variety of search engines and travel websites, and you have to create a strong presence on all of these platforms.
Metasearch increases your existing Search PPC marketing efforts by increasing exposure and bookings.
If you only advertise on metasearch engines, your hotel ad will only appear on the Google Knowledge Graph and not in Google search results. It would help if you were visible everywhere, and by combining Metasearch with Search PPC, you’ll gain control over a larger portion of the search engine results page (SERP).
Hotel marketers will benefit from the integration of Hotel Ads into Adwords since it gives them access to a wider variety of capabilities that many PPC managers are already familiar with. The integration also allows Adwords experts to investigate the possibility of utilizing their skills in managing Hotel Ads meta search campaigns.
You should not underestimate the value of Search PPC – and should be doing both. The most common sponsored search model is pay per click or PPC, typically referred to as all paid searches. As previously stated, it works similarly to Cost Per Click (CPC) in that the advertiser pays the search engine some amount for every click you get on the ad.
Multiple targeting and bidding options are available with both Search PPC and Metasearch PPC, giving you more control over your ads.
The message is clear: for increased ad visibility, more precise targeting, and more bookings, you need to engage with both Metasearch PPC and Search PPC.