TABLE OF CONTENTS

Introduction

Google Paid Search for Click will help hotel chains create and show best-in-class hotel ads in the Google search engine channel for relevant hotel search queries. They are allowing hotel chains to maximize their digital marketing performance.


The Paid Search initiative will enhance the performance and efficiency of hotel campaigns by constantly improving bids, budgets, keywords, and ad copies with specialized solutions tailored for hotel chains.

How to Create the Google - Branded Hotel Ads campaigns

Steps

  1. Go to the Paid Search Campaign List page

    • Bidding -> Paid Search section, click the Create Campaign button at the upper right corner on the Paid Search Campaign List page

  2. Select Campaign Type and Campaign Sub-Type

    • Select the Paid Search and then Campaign Subtype to Google - Branded Hotel Ads

  3. Complete the Settings step

    • Fill in your Campaign name in the Basic info
    • Fill in the Placement.
      • Hotels: Only can select the hotels which have completed the URL on the Content - Hotel Profiles page
      • Market: Choose which markets to target
      • Devices: Desktop, Mobile, Tablet
    • Budget & Schedule: Be able to define on which level you would like to spend the money.
      • Unlimited: the campaign budget spending would be unlimited
      • Campaign: define a campaign's exclusive budget. When the campaign cost is nearly spent out (estimated left days <= 2), Click would pause the campaign. 
      • Hotel: set a budget for each hotel in the campaign.
        After campaign creation, each hotel budget can be edited on the Campaign details - Hotel tab. When the campaign - hotel cost is nearly spent out (estimated left days <= 2) , click would pause the hotel in this campaign.

  4. Review the Keywords and the Negative Keywords

    • Keywords: Keywords are generated by the Click. The click leverages hotel profile information, geographic data, and surrounding points of interest to provide top keywords.
    • Negative keywords: select if you want to use them or not Click and chain negative keyword lists.
      • Click Negative Keywords: select to use the prebuilt list of negative keywords provided by Click.
      • Chain Custom Negative Keywords: select to use the chain Custom Negative Keywords.

  5. Select the Campaign Ads

    • Select and prioritize the campaign Ads. 
    • Hotels are linked to matching ads by their priority order, schedule, and language coverage. If a hotel and language don't match with the top-priority ad, it will automatically be matched with the next ad in the priority sequence.

  6. Select Campaign Extensions. 

  7. Review the Ads and Create the Campaign

    • Review the ads by hotel, device, and language to preview how your campaign ads will appear in search engine results before they go live.
    • You can switch to Component View to review the ad's assets and to other devices to preview the Ads.
    • Assets can be shown in any order, so make sure that they make sense individually or in combination, and don't violate our policies or local law. Some shortening may also occur in some formats. You can make sure certain text appears in your ad.


Visual Guide

➜
➜
  ➜
 


How to Update the Google - Branded Hotel Ads

Steps

  1. Go to Bidding -> Paid Search section, find the campaign you would like to edit. 
  2. Click the campaign name to go to the Campaign details page. 
    • On the Settings tab, you can edit the Destinations, Markets, Languages, Objective, Budget, Schedule and the Campaign Status
    • On the Ads tab, you can update the linked Ads
    • On the Extensions tab, you can update the Extensions


Visual Guide

➜

 

How to Check the Performance

  • You can check the performance data on Campaign section
  • You can also check the performance data on Reporting -> Report Catalogue. 

Standard Report

Paid Search Report