Google Hotel Ads (GHA) is changing the way people book online travel. More importantly, it’s changing how hoteliers reach potential customers. The ability to understand and utilize the many features of GHA can be the difference between your properties presenting before your ideal audience and an abundance of missed opportunities for bookings.

This paper outlines the benefits of several GHA tools. GHA’s tools can be used to increase the likelihood of direct interaction with guests by cutting out middle-man services, like OTAs. Tools discussed include the Book on Google service. This multi-faceted tool allows the finalization of bookings through Google on all devices, including mobile.

The technical components of GHA are discussed in-depth for the more technically minded individual or those who are simply curious about GHA’s inner workings.

We discuss:

• The importance of ranking factors
• Creating targeted ad campaigns
• Setting up price-per-click
• Using multipliers to create variance in the ad clicks you want to pay for
• Managing GHA on your own vs. outsourcing to an integration partner
  
  

Also, we dive into how Google is supporting hoteliers amidst the COVID-19 crisis. We discuss the introduction of a new payment model, Pay-Per-Stay (PPS), and a new advertising option, Property Promotion Ads (PPA). Through these new means, Google assists smaller hoteliers in competing with the larger OTAs and presents new opportunities to lower ad spend and increase revenue.

Throughout this paper, you will find numerous tangible ways to utilize the abundance of features within Google Hotel Ads to improve your ranking and place your properties in front of your target customer. We hope you use this resource to create changes that will have an immediate and long-lasting impact on your business.