Diego Varela

📖 Mirai, a company offering insights on Google Hotel Ads campaigns, shares key strategies for hoteliers to optimize their presence and performance on Google's platform. Proven techniques include encouraging repeat guests via loyalty programs, targeting similar new profiles with digital marketing campaigns, competing with OTAs using visibility boosters like Expedia Travel Ads, and improving online reputation to increase demand. Strategies for boosting 'Participation Rate' involve offering all room types, avoiding minimum stays, pricing smartly for shorter stays, and keeping rates available up to 330 days in advance. It's crucial to respond to searches for various occupancies, as 30% of queries involve different occupancies than just two people. Showing flexible rates with correct Google filters can improve visibility. Covering all languages and currencies is vital, as neglecting diversity could lead to losing 10-15% of potential demand. Increasing 'Impression Share' involves mastering CPC bidding strategies and budgeting more if campaigns are profitable. Offering competitive pricing can attract more traffic with less investment. Limiting online distribution channels and ensuring 'Price Accuracy' are critical for maintaining a high-quality score and optimizing ads. For improving 'Click-Through Rate' (CTR), hotels should make ads attractive with logos, personalized messages, and relevant metadata. To maximize 'Conversion Rate,' hotels should offer better prices and conditions than OTAs, create targeted campaigns, and utilize bidding automation. A top-notch booking engine that integrates with the website, maintains consistency in data from the

📊 Google introduced free booking links in 2021, complementing paid Google Hotel Ads with free organic listings. Detailed funnel data for paid campaigns and free booking links can be viewed on Google platforms. No data for the first three funnel levels (opportunities, participation opportunities, eligible impressions) for free booking links is provided by Google. Impressions and clicks data become visible from the fourth level, with impressions rounded for privacy in free links, while exact in paid ads. Conversion data for free booking links isn't available from Google, some connectivity partners offer it to clients. Data visualization is possible through Google Hotel Center and Google Ads, with automation via Google Travel Partners API and Google Ads API.

L'article examine les six niveaux du tunnel de metasearch, qui sont les opportunités, les opportunités participatives, les impressions éligibles, les impressions, les clics et les réservations. Il analyse les facteurs qui affectent chaque étape du tunnel, les valeurs auxquelles les hôtels devraient aspirer et comment identifier les points d'amélioration. Mirai Metasearch, une solution qui connecte les hôtels aux metasearch pour une plus grande rentabilité que la vente générée via les OTA, est mentionnée. [[[POST_SCORE: 5]]]