Here’s 5 Google Ads trends within the travel and tourism industry.
1. Bidding on brand names
Brand names are becoming more and more competitive. Lots of online travel agents are aggressively bidding on hotel names, which increases the cost per click that needs to be paid.
As a hotel, there are a few things you can do about this.
First of all, you can register your brand at Google. That way the OTA’s can’ mention your brand name in your ad. Keep in mind they’re still allowed to advertise on your brand name.
Then, you have to make sure you maximise the Quality Score of your keywords. This is a relevancy factor that Google uses when deciding the ad ranking.
A higher Quality Score can significantly reduce your cost per click and increases your ad position.
2. Tight location targeting
Google Ads makes it possible to only show your ad when people are located within a certain area OR are searching for a hotel in a particular area (eg. searching for “hotel in sydney cbd”).
Also, if you’re doing any display advertising through Google AdWords, you can make sure that your display ad is only shown when people are viewing a web page that is about your location.
So, if you’re a hotel in Sydney you can show display ads if people are reading an article about the top 10 things to do in Sydney, even if they’re physically located outside Sydney.
3. Remarketing for search ads
Your visitors might not book straight away on your site. They might visit multiple websites and do their research, before making a decision.
By adding remarketing lists to your Google Ads campaigns you can bid higher if people have visited your site and are familiar with your brand.
That way you can get a higher ad position when they search again, making it more likely that they will re-visit your site and book.
4. High intent and long tail keywords
The main focus of your Google Ads campaign should be around long tail keywords. These are keywords that are more specific, for example “book tourist activities manly” or “skydiving in wollongong”.
Forget about generic terms like “hotel” and “tourist activities”. They tend to be way too broad which means 2 things.
First, because they’re so generic there are more competitors advertising on them, meaning the cost per click will be high.
And second, they’re likely to be less relevant for your business, meaning you need more clicks to make a booking.
Long tail keywords allow you to be more specific with your advertising and get more relevant clicks to your website.
5. Mobile friendly
More and more websites in the hotel industry are mobile friendly.
This is a much if you want to compete. Not having a mobile-friendly website means you can’t compete with your competitors on mobile devices, which cuts down in the volume of clicks you’re eligible to receive.
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