Google Ads 101: A Hotelier’s Guide to Advertising with Google (Part 1)

If you’ve done any marketing at all, you’ll have heard of Google Ads. The advertising service provided by Google is used by millions of businesses worldwide. Which makes sense. Google handles billions of search queries every day, so it’s a platform with the potential to reach any target market you desire. And as the tech giant owns multiple popular platforms, Google Ads gives you access to customers using YouTube, Gmail, and other sites in its network—of course advertisers want to be on it. But it’s not something you can just sign-up for and expect good results. While there’s potential to see huge ROI with the service, a mismanaged account can quickly drain your marketing budget. So, it needs to be used wisely. With that in mind, here’s a quick guide to the powerful service:

How does it work? 

Google Ads is a pay-per-click advertising service. Businesses bid on the search terms that they want their ads to appear for, and then pay each time a user clicks on it. For example, a bed and breakfast in San Francisco might bid on the phrase “accommodation in San Francisco” so their ad will appear at the top of those search results. If a user clicks on the ad, the B&B pays their bid amount, but if the ad isn’t clicked on, the B&B pays nothing.

There are different types of ads a business can create with Google Ads. Search ads are listings that appear in Google search results. Those are the most popular type of ads, but businesses can also choose to use display ads (banner advertisements that appear on Gmail and other websites within Google’s network), video-based ads (which appear on YouTube), and App Ads (which appear within Google applications).

How are ads ranked?

There’s a lot of competition on Google, and you certainly won’t be the only business bidding on your chosen keywords. Where your ad shows up in relation to other businesses bidding on the same search query is determined by your advertising rank. And your advertising rank is determined by both your maximum bid and quality score.

Your quality score is a value that expresses how optimized and relevant your ad is to the searcher. The click-through rate of the ad, the conversion rate of your landing page, and how specific the ad is in relation to the search query all factor into an ad’s quality score.

It’s important to note that because advertising rank is a function of both your bid value and quality score, you can improve your rank without continuing to throw money at it. Always work on optimizing your ads first, so you don’t end up with an unprofitable cost-per-click.

Should I be using it?

Google Ads is a powerful service for businesses. But like any marketing endeavor, you should assess your budget, availability, and the platform suitability to decide if it’s right for you. First, research the average cost-per-click for your industry. And, using your conversion rates, determine a rough estimate for your cost-per-conversion. Is this an acceptable number? If yes, you should next consider the time you’ll need to invest in managing your account. For Google Ads campaigns to be successful, you need to be regularly evaluating and adapting your bid maximums, search terms, ad types, and so on. If you don’t have an employee that can dedicate at least a couple of hours a week to this account, you may want to consider working with a consultant.

Google Ads is a robust marketing tool. If you’ve decided the service is right for you, read our next blog for a step-by-step guide to getting started.

Five Habits of a Successful Hotelier

Whether you’ve been running a hotel for decades or are brand new to the game, reflecting on your practices as a hotelier is always a valuable exercise. Nobody’s perfect, but taking the time to consider your methods, and making improvements where you can, will get you pointed in that direction. Curious if you’re doing everything in your power to help your lodging operation prosper? Read on to discover five habits of a successful hotelier.

Focuses on communication

Hospitality is an industry about people, which makes communication particularly important. It’s not just about being professional and engaging with your guests, but also being open and approachable with your employees. A hotel staff is a team, so everyone is (and should feel) valuable. Great hoteliers have safe, open lines of communication with their employees, offer regular feedback, and often involve staff in decision-making. A healthy company culture will directly affect the experience you provide for your guests.

Knows their customers

It’ll surprise no-one that prioritizing customer relations is essential to finding success in the hospitality industry. But it’s not just about having genuine in-person interactions with your guests (although that’s certainly important!).  Great hoteliers go above and beyond by learning about and keeping track of who their customers are as individuals. With a powerful PMS or CRM, it’s possible to log details about returning customers’ interests and preferences to surprise and delight. Is a guest consistently traveling on business? Throw in free Wi-Fi or offer recommendations for comfortable workspaces. Do you know a customer’s birthday? Send them a quick email wishing them a happy day. Personalized experiences make guests feel appreciated, and go a long way in nurturing loyalty.

Assesses the competition

Lodging operators have a lot of competition. But instead of seeing that as an obstacle to overcome, successful hoteliers use it as a means to make their operations better. Make a routine of checking out competitors’ websites, social media platforms, and physical property. What are they doing well? Where could they improve? Noticing patterns across successful operators (or similarities between unsuccessful ones for that matter) can offer critical insights which may prove exceedingly beneficial for your own business.

Keeps their head in the game

Even when their property is running smoothly, great hoteliers don’t get complacent. Hospitality is an ever-changing arena, and it isn’t good enough to simply play defense. Read articles and network with other professionals to stay on top of new trends, changes in the market, and emerging technology. And be proactive about evolving and improving your business. It’s important to set long-term goals and construct a step-by-step action plan to realize them. The most successful people (and businesses) are never satisfied merely resting on their laurels.

Recognizes the role of technology

There is a lot that technology can do for a business, and a good hotelier embraces that. Property management, reputation management, and revenue management software are only a few examples of what’s available to help streamline operations and maximize revenue. And let’s not forget the marketing potential of social media platforms. A hotel that shies away from all new technology misses out on some unbelievable opportunities to improve their business.

Now, that’s not to say you should be adopting every new system that crops up. Every business is different, and using tech for tech sake doesn’t do anybody any good. What makes an hotelier successful is their open, yet discerning, consideration of new technology that becomes available.

It’s never a waste of time to reflect on your habits as a business owner. If you’re looking to improve your practice (or are just starting out and need a few tips), consider adopting these five strategies of highly successful hoteliers.