MORE VISITORS AND MORE TURNOVER WITH A GOOD SEA CAMPAIGN FOR YOUR HOTEL
Online marketing consists of a range of methods by which you bring more visitors to your website, so it is only natural that Search Engine Advertising (SEA) is also part of it. SEA is exactly what the term indicates: advertising in search engines. Google is then the most typical example of this. By taking advantage of Google's immense reach, your ad reaches a relevant audience every day. With millions of searches performed in a day and a large number of partners, there is really no better advertising venue imaginable. Find out how to set up an SEA strategy for your hotel and make the most of this opportunity.
SEA FOR YOUR HOTEL STARTS WITH AN ANALYSIS
It is important to set up an SEA campaign that suits your hotel, which is why it is useful to put together a plan in advance. This plan contains various components. Think of an internal analysis about your hotel, a description of your target audience, your mission and vision. All this should ultimately tie in with your SEA campaign. Next, draw up a marketing strategy, explaining the methods you think will best suit your hotel and your budget. After all, you can advertise through Google in different ways. A well-thought-out plan is therefore a must have.
DIFFERENT WAYS OF ADVERTISING
Google offers your hotel several options. By carefully weighing these options, you will make the SEA campaign for your hotel a great success. The main distinction is made on where your ads are placed. Then there are the Google Display and Google Search Networks to choose from.
1. THE GOOGLE SEARCH NETWORK
If your ad is placed on the Google Search Network, then link relevant keywords to it. You can choose these keywords carefully using the Google Keyword Planner. Select relevant keywords with little competition, but with a large reach. If these keywords are typed in, your ad will appear above the Google search results or in the search results of one of Google's thousands of partners.
2. THE GOOGLE DISPLAY NETWORK
If you choose to place the SEA campaign for your hotel on the Google Display Network, your ad will be shown to users who are currently browsing. You can think of YouTube, Gmail, Google Finance and other sites and apps. You do this with a keyword, targeting an audience or you do this by designating some relevant pages yourself.
HOW DO YOU PAY FOR THIS?
Google uses a particularly convenient way of paying for ads and it is called pay-per-click. Every time your ad is clicked on and you get a visitor there, you pay Google a certain amount. While putting together the SEA campaign for your hotel, you decide what an appropriate amount is. This is because Google distributes ad spots by looking at the highest bidder. Even though this is not the only method, it is especially important in the beginning that you think about this carefully. If you bet too much, you will overplay your hand. If you bet too little, your ad will not be placed.
WHAT ELSE DOES GOOGLE LOOK AT?
So to place a successful ad, you need to know exactly how Google distributes ad spaces. Then they look not only at the amount you bid, but also at the relevance score, past successful campaigns and the relevance of your website to the search query. If someone types in the search term 'Boutique hotel in Groningen', this person obviously does not want to see ads from hotels in Amsterdam. SEO and SEA are closely linked and then specifically local SEO. So pay due attention to this when putting together an SEA campaign.
THE ADVANTAGE OF LOCAL SEARCHES
People looking for a hotel often use local search terms to do so. These are terms like 'stylish hotel in Utrecht' or 'the best hotels in Maastricht'. The advantage of these search terms, which you will certainly also benefit from with SEA for your hotel, is that the internet user already knows what he or she is looking for. The chances that they will then also make a reservation with you are significantly higher. It is therefore useful to select local keywords for your SEA campaign. Google sees these as relevant and attracts mainly online visitors who actually want to visit your hotel. Another big advantage why you should focus on local search is because many voice search jobs are localised. And voice search is the SEO trend where a lot of gains can be made right now.
SEA AND GOOGLE MY BUSINESS
It is also very important that you set up an effective Google My Business page. After all, this also gives you a valuable way to advertise via Google. A good page contains all the details about your hotel concisely and this is then displayed via Google Maps, for example. The guests of your hotel can also give a review via Google My Business and the more good reviews you get, the faster your ad will be picked out for a particular place. At Google, the user's experience is paramount and that means a local ad for a hotel with a high customer rating is seen as particularly useful to them. So SEA for your hotel involves a lot more than just creating a Google Ads campaign.
CONVERSION OPTIMISATION
It is important to attract visitors to your website, but if they do not then make a reservation, it is of little use to you. You then pay too much for your pay-per-clicks and see no results in return. So take a look at your website and be critical. Make sure you can keep your visitors' attention by having a fast, safe, eye-catching and unique website. While you are at it, take a look at your texts. Are they written according to the SEO method? Because if you follow the SEO rules, you will also end up higher in Google's organic search results. This way, you actually turn visitors into guests.
MAKE YOUR SEA CAMPAIGN A SUCCESS
It is certainly not impossible to set up a successful Google Ads campaign yourself, but it is time-consuming and risky. Still, does this all sound a bit too complicated? Let The Fully Bookers take this part off your hands. So you don't have to reinvent the wheel. We will set up the SEA campaign for your hotel in such a way that you will be allocated an ad spot as regularly as possible for the lowest possible pay-per-click. And that will naturally bring you more visitors, some of whom will then certainly book a reservation. SEA for your hotel is particularly important because you can take advantage of local searches and receive relevant visitors to your website who are more likely to place a reservation. What more could you want?
