You have a beautiful website, and a well-designed booking engine. You have people visiting your website, and people make bookings. But how can you further increase your direct bookings and host more events?
The answer is simple: Google Ads (formerly known as Adwords)
Google Ads Stage 1:
Price comparison engines are already taking a massive chunk of your branded traffic by running Google Ads. They know that people searching for hotels by name are very often ready to make a booking. If you don't run a brand campaign and a potential customer is typing your hotel name into Google, booking.com, wotif, and other players may show their ads above your organic results. This is a huge problem and a huge opportunity. Over 66% of buyer-intent keywords are clicks on a paid Google ad. At this stage, the price comparison engines are getting the lion share of these searches. And they are funnelling them into their websites. The opportunity here is that you can buy your own branded traffic at a massive discount. Because Google knows that people are looking for your website and not booking.com. Because of this, you can often dominate the #1 paid position for a few hundred dollars per month. And usually, these few hundred dollars quickly turn into a few thousand dollars through direct bookings.
Google Ads Stage 2: Remarketing campaigns.
Remarketing campaigns means that every visitor to your website gets pixeled. We can now show them ads as they browse the web. We recommend having a generic ad that can run all year round. Then we add some season-specific ads that can promote your current offers. Remarketing is another highly effective strategy, as usually, less than 5% of your website visitors end up making a booking. But because they have shown interest, we can continue to market to them, and so build your brand awareness.
These are just a few examples of how you can quickly and easily increase direct bookings to your website. And the best part is that you can get this traffic within hours of setting up these ads.
Google Ads work exceptionally well on their own, but running campaigns on multiple platforms, such as Facebook will compound your results.
Guest post written by Johannes Klupfel
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