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Google pay-per-click

Google ADS pay-per-click

Be found by the people looking for you. At the right moment, with the right words.

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  • Reach people who are ready to buy
  • Protect yourself from intermediaries
  • Stay on their mind after the search

Google, the world’s number one search engine

Although it is not the only search engine out there, Google remains the tool of choice for anyone looking for information, places or products. With over 3.5 billion searches a day, more than 92% of all searches made from a browser, its absolute lead over its competitors is plain to see.
When your customers search for you, they will do it through Google.
Google Ads is the paid advertising service that makes it easier for people searching for you to find you, and gives you an extra advantage over organic search ranking. With a targeted campaign you can reach people looking for a specific type of hotel or offer in your area, or send the people who already know your brand and search for it to your own site (and not to others).
Beyond the Search network, which uses Google’s results pages as ad space, Google Ads also works on the Display network, placing its ads on external sites. Search ads are text-based and designed to look as much as possible like organic results, while Display ads rely on the visual element. They can be images or video.

How Google pay-per-click works

Google advertising campaigns are based on the pay-per-click model. You pay a set amount every time someone clicks on your ad. The cost per click for a keyword is set through an auction, and it varies with competition. If a large number of advertisers want to buy the same word, and are willing to pay more for it, the cost goes up. Beyond price, Google decides the order in which ads appear, based on quality and relevance to the keyword.
With Google pay-per-click you can keep campaign costs under control, setting a budget and making the changes needed based on the results you get. You might find that a certain keyword doesn’t convert the way you expected, or, the other way round, that you want to invest more in another one. To get the most out of your campaign you need to know the platform inside out and monitor results constantly.

The best Google Ads campaigns for your hotel

Reach the people searching for you with a campaign built for you

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  1. 01

    Reach people who are searching for you

    Compared with Facebook Ads, where you reach potential customers through profiling, Google Ads gives you the advantage of reaching people who are already looking for you, at the very moment they are looking. All you have to do is be found. To make that happen you first need to understand your customer and their needs, and carefully study the keywords they use to search. With a Google pay-per-click Search campaign you improve your ranking and answer market demand in the best possible way.

  2. 02

    Follow up with people who have already searched for you

    One of the strengths of the Display network is that it works in sync with the Search network, using audiences already identified to show the same offer in a visual format. With a Google pay-per-click remarketing campaign we can show the same ad several times to people who searched for a specific keyword, even while they are browsing elsewhere, so as to win back their attention and help them convert.

  3. 03

    Don’t let others take your customers

    When customers search Google for your hotel’s name, your own site should be the first result. Yet it can happen that it isn’t, because an OTA or an intermediary site you use often appears at the top of the results page. To prevent this, and to encourage disintermediation, we recommend a Google pay-per-click Brand Protection campaign, which uses your own brand as its keyword and helps you reach the first position and win back the customer before someone else can intercept them.

  4. 04

    Catch people who are nearby

    Geolocation targeting (the same feature Google Maps is built on) is a further advantage for your hotel, because it gives you the chance to catch customers by making the most of their presence in the area at a given moment. Promote your property’s restaurant, bar or wellness centre with a geotargeted Google pay-per-click campaign. Reach people who are nearby and need your services, and offer them what they are looking for at the right moment.

What do you get with Google pay-per-click?

  1. Customers who are already interested

    These are the customers who were already looking for you, which makes them the easiest to convert, because they are already interested in buying your services. That is why a campaign like this is so effective. It lets you reach them at the most favourable moment.

  2. Protection from intermediaries

    Not only do you attract contacts who land on your landing page or on your own site and book directly with you, letting you set the terms and offer better prices; you also actively protect your brand from OTAs and encourage disintermediation, winning back your customers.

  3. Visibility for your hotel

    Through the Display network you capture attention and stay memorable even after the search, thanks to visual ads and to remarketing that follows the user as they browse, and so you gain more visibility for your brand and your property.

Google Hotel Ads, a new tool for accommodation providers

Google Hotel Ads is a new tool developed by Google for hotels and other accommodation providers.
A dedicated campaign lets you promote your hotel more effectively, both on the results page, where it shows at a glance a range of useful information to people searching for you, and in searches made on Maps. Above all, through direct integration with your booking engine, prices and room availability can be shown immediately, making the booking process quicker and smoother.
Contact us now to set up your first Google Hotel Ads campaign. We will guide you through each stage, and if your booking engine isn’t suited to integration, we can recommend a valid alternative.

Google for tourism

The tourism sector is not just about hospitality. We know that the market is made up of many different players, and that their stories and their needs are different.
If you are part of a hotel consortium or a tourism board, and you are looking for a way to promote your area with its attractions and experiences, get in touch. We can help you strengthen your presence and plan the right Google pay-per-click campaign for you too.

Why choose Green Consulting?

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  1. 01

    Experts in tourism

    Since 1998 we have been helping hoteliers communicate online successfully. We have worked with hundreds of accommodation providers and dozens of consortia promoting and marketing tourist destinations, and we still do so every day. We know the tourism market and have followed its changes over time. That is why our digital strategies are tailored to your needs. Don’t turn to just any agency. Entrust your digital project to people who truly understand your world.

  2. 02

    Less budget, better results

    Setting up a campaign is within everyone’s reach, but making it profitable is not as simple, because improvising can cost you time and money. With the knowledge of a team of professionals like those who work at Green Consulting, you can get the most out of every ad, because we monitor campaigns constantly and know where to step in and what to do to make them more profitable. That way you optimise your budget and avoid wasting it where it isn’t needed.

  3. 03

    Google is just the beginning

    Our advertising method goes beyond setting up a single campaign. It includes several tools and channels used in sync, making them communicate with one another, so that contact points and conversion opportunities increase. We can design multichannel campaigns that reach the customer at several stages of their journey, build integrations with Facebook Ads and with your booking engine or the data analytics programmes you use.

  4. 04

    Specific reports

    In our reports we use all the data provided by the Google Ads platform and integrate it with other analytics tools. We measure what happens during and after the campaign (from the click on the ad, to the landing on the page, through to contact with the property) and assess results against metrics specific to the tourism market. We will be able to tell you how much each individual campaign cost you and how much it returned in booking revenue.

  5. 05

    Google Ads certification

    We believe that study and constant updating are essential, especially in a field that keeps changing, as ours does. That is why our team has earned Google Ads certification. It is a guarantee for you that you will be working with professionals who know the platform and its features, and know how to make the most of its power.

Frequently asked questions

You can, but is it worth it? Google’s pay-per-click system is designed to make you invest your budget only where it is needed, but making it work takes constant effort. You need to factor in the time spent on training, setting up campaigns, monitoring and ongoing optimisation, time you could spend running your property and doing what you know and love most.

There is no platform that is better than the other in absolute terms, because it depends on your goals, the type of customer you are targeting, your reference market and many other factors. We recommend making them work together. By investing part of your budget on each platform you can achieve better results than by putting it all into just one.

If you limit yourself to a Google-only campaign, the budget to invest starts from at least €200 a month per keyword in Italian; for foreign markets a higher budget is needed. If you would rather make the most of several platforms with a package of campaigns designed to work together, contact us now.

What can we do for you?

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