Ad variation, native Gmail ads and Campaign Experiments are three essential Google Ads features Hotel marketers should be using. PPC is more competitive today than ever. But being able to make the most out of Google’s tools will give you an edge on the competition.
Part of the problem is Google itself. It’s becoming the go-to aggregator for so many users. This has an impact on the likelihood of being found in organic search. Paid search can be the solution.
And these three features are key to getting return on your ad spend.
- Ad variations help you perfect your messaging.
- Native Gmail ads put your adverts in a place where people spend 28% of their week.
- Campaign Experiments allow you to maximise the commercial potential of your
Perfect your messaging
You should never underestimate the value of the small words. The difference between ”Book Now” and ”Book Today” can potentially double your conversion rate. But which call to action is best for you? Ad variations can help.
Thanks to this tool, you’re able to review the performance of different versions of your ads and apply the successes across your account. Ultimately, this saves you time and boosts the effectiveness of your ads at the same time.
Your CTA is one of the most important aspects of your ad creative. Ad variations allow you to experiment with the position, as well as the copy of your CTA. You’ll soon be able to discover whether your call to action is better positioned in Headline 1 or your Description.
You can also make variations to your hotel features to see which gets the best results. For example, you may find that ”5 Star Service” works better than ”Inclusive Mini Bar” in your ads.
Ad variations give you lots of ways to filter your changes, giving you total control.
Advertise in inboxes
Native Gmail Ads are ads that appear in your Gmail inbox. This is a powerful tool because, according to research, 73% of millennials identify email as their preferred means of business communication. This gives you plenty of opportunity to put your ads in front of your audience.
By 2021, there will be 4.1 billion Gmail addresses out there. Native Gmail ads have the potential to give you huge reach in a space where your users are frequently visiting. Unlike in-app advertising that requires your customers to be using specific apps, everyone has access to email.
Google ads are also expandable. This gives you more space to show off your hotel than other forms of PPC advertising. This is extremely valuable for travel and hospitality brands that rely on powerful imagery to attract customers.
The expanded ad comes with a variety of template options, as well as custom HTML formats, which allow you to create a variety of unique ads. Gmail ads have become more refined in the last 18 months. The targeting is getting much more sophisticated, allowing you to maximise your click through rate. You also get the same targeting options as you’ll find in regular display advertising. So you can use keywords, demographics and affinity audiences.
If your audience resonates with them, use emojis
They boost email open rates by around 30% and can do the same for Gmail ad CTR. However, your mileage will vary depending on your email and your audience. Again, testing is key!
Testing is the key to successful hotel PPC. You need the right blend of tried and tested techniques and a unique spin that makes you stand out.
If you want to make lots of changes across your campaigns, you should be using Campaign Experiments. This Google Ads tool allows you to test new ideas without overhauling your active campaigns.
Isn’t this just like ad variations? There are similarities, but Campaign Experiments allow you to test on a big scale. This tool allows you to split test your whole ad campaign. You get real life data points that you can use to guide your hotel advertising.
Ad variations are best used when you want to test one change across multiple campaigns or your entire account, while campaign drafts and experiments are best to test multiple simultaneous changes on a smaller scale.
When your experiment is live, potential customers have a chance of seeing your experimental ad, rather than your normal one. Once you have statistically significant data to draw on, Google will send you an alert.
The biggest benefit of using Campaign Experiments is that it allows you to test with less risk. This is especially important if you’re trying to get more out of already successful campaigns. Campaign Experiments allows you to share a portion of your already-established budget to test without losing all your gains.
Test everything! But only one thing at a time.
Experiments allow you to test a number of element changes within your campaign. Some of the more obvious things that you could test include:
- Adding additional keywords
- Raising keyword bids
- Implementing new ads
- Experimenting with new ad placements
- Adding bid modifiers
- Testing other significant changes in a controlled and structured way
However, deploy the scientific principle. By only testing one variable at a time, you always know what's causing a change – be it positive or negative.
Using the right tools the right way will have a positive impact on your budget.
The travel industry is one of the most competitive sectors in PPC. With an average industry ad spend of $3 billion a year, it can feel like the only way to win is to fight with your wallet. But budgets aren’t unlimited.
Using your Google Ads tools intelligently can help you maximise your return on ad spend and boost your budgets. These 3 Google Ads features just one part of the complex paid search mix. Google has a variety of tools to help you get the results you need. Just remember: practice makes perfect and keep on testing.
The article was produced by MRS Digital, a leading SEO agency in Hampshire.