Diego Varela

💾 Hoteliers can increase Google Hotel Ads performance by focusing on the following areas: boosting demand with loyalty programs, engaging similar customer profiles, competing on OTAs with visibility enhancers, and enhancing online reputation. To increase Participation Rate, offer all room types, avoid excessive minimum stays, load prices up to 330 days in advance, cater to all occupancy types (30% of queries differ from two-person occupancy), display flexible rates, and support diverse languages and currencies, potentially impacting 10%-15% of demand. For Impression Share, optimize CPC bids, expand budgets, offer competitive prices, limit distribution channels, and ensure price accuracy. To maximize Click-Through Rate (CTR), have high-quality ads with a good ranking, attractive callouts, clear thumbnails, and relevant metadata. Improve Conversion Rate by offering better prices and terms than OTAs, create market-specific campaigns, use automated bid multipliers, and choose a high-performing reservation engine that aligns with the initial meta-search information and seamlessly integrates loyalty programs. Up to 15% of direct hotel sales already stem from meta-searches, underscoring the need for ongoing refinement in strategies and technologies to maximize direct bookings.

L'article, publié sur le blog de Mirai, examine les facteurs qui affectent le rendement des campagnes de méta-recherche pour les hôtels. Il détaille les différentes étapes du tunnel de méta-recherche de Google, notamment les opportunités, les impressions, les clics et les réservations, et explique comment les différentes variables, telles que la demande, le taux de participation, le pourcentage d'impressions, le taux de clics et le taux de conversion, peuvent affecter chaque étape. Mirai Metasearch connecte les hôtels aux méta-moteurs de recherche, offrant une rentabilité plus élevée que la vente générée par les OTA. [[[POST_SCORE: -5]]]