Lodging Business Advertising | Google Search Ads, GHA, More

Scott Donovan

(0)

Starting at

/hr

About this service

Summary

I'd like to speak with you about your specific property and get a feel for your ideal customer and what they're looking for. Then, I can take that information and ensure you have very efficient Google Ads running for your property. I'd also like to verify that you are listed properly and qualitatively on platforms like Expedia, TripAdvisor, Booking.com, and potentially Google Hotel Ads.

Process

For a standard Google Ad Account: Familiarize myself with the property/properties

I'd like to have a call with you to find out what type of property we're working with! Is it a boutique hotel, a B&B, standard hotel, or resort style of accommodation? This can help narrow down the types of customers you will perform with the best, and that can lead to a sophisticated set of keywords and demographics to target.

Verify conversion setup

I would dig around in Google Analytics to ensure that conversion tracking is setup and that revenue is being attributed back to its source properly. I can also configure this for you if needed!

Keyword research and compilation

Once I have an idea to start with, I can then use a few tools to do some deeper keyword research and create a curated keyword list based on difficulty, search volume, and relevance. I will then organize these keywords into different ad groups by overriding themes.

Campaign creation

I will then build out the campaign, using targeting settings outlined from initial discussion and research about ideal customers. I will build the ad groups into silos with related keywords grouped together and will write compelling, keyword rich ad copy to drive high clickthrough rates.

Once the campaign is fully created and thoroughly finished with ad copy and extensions vetted, I will go live with the campaign.

Monitoring and reporting

Once the ads are live I will monitor them closely over the first week, and then over the following month I will check in periodically to ensure everything is performing as expected and conversion tracking is working properly. Some tweaks may be necessary but after a few weeks things should stabilize and drive a strong, positive ROAS.

Other Services:

Google Hotel Ads and other Online Travel Agency websites will require very different steps but if you're interested in getting these setup I will be happy to discuss those processes as well!

What's included

Tailored Google Ads Account
I will work to construct tailored and focused Google Ads campaigns to drive a strong ROI for your properties. This includes thorough keyword research to ensure we are showing up for the right searches to minimize wasted ad spend.
Google Hotel Ads Setup (Optional)
Depending on your property type you may qualify for a Google Hotel Center and Google Hotel Ads account! This is a very useful tool to get in front of customers when they are searching as you'll only appear if you have rooms available for the dates that they are looking at. This may require technical setup but is a very high leverage tool.
Other Listings Claimed & Optimized (Optional)
Other listings like Expedia, TripAdvisor, and Booking.com will automatically create listings for you. It's important to claim these listings and make sure they are as detailed and thorough as possible to increase your chances of being selected! You can also use ad spend on these platforms, which I have experience managing for positive results.

Skills and tools

Digital Marketer

Search Engine Marketing