branded search campaign: 3 best practices to boost direct bookings
TRANSCRIPT
A BRANDED SEARCH CAMPAIGN IS CRUCIAL FOR THE GROWTH OF YOUR HOTEL’S DIRECT BOOKING CHANNEL
Potential guests who Google your brand name have a high intent to book because they already made the destination research, and your hotel came up as an accommodation alternative.
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3 BEST PRACTICES FOR CREATING AND OPTIMIZING A BRANDED SEARCH CAMPAIGN• USE MATCH TYPE TO FIND THE RIGHT KEYWORDS • USE AD EXTENSIONS • CONNECT ADWORDS TO GOOGLE ANALYTICS
Google AdWords offers 4 keyword match types that define what search terms will trigger your ad
Exact match of your brand name – It will trigger your ad only when someone is searching for your exact hotel name.
Your Brand + terms Use the most common terms a potential guest may search for, in addition to your brand name: “Discounts” “Offers” “Reviews” “Phone” “City”
A blank Brand + learn what other modifying terms a prospective guest may use when searching for information about your hotel.
A Broad match keyword Alternative terms that a potential guest might use to search your brand name
Best Practice #1: Use Match Type To Find The Right Keywords
BEST PRACTICE #2: USE AD EXTENSIONS
Attach more relevant information to your ad, and thus provide a better experience to the potential guest while maximizing the
amount of clicks you receive from your branded search.
6 Types of Ad Extensions
Best Practice #2: Use Ad Extensions
Location ExtensionShow up on Google Maps when a nearby
location is searched
Sitelinks ExtensionInclude links to different areas of
your website
Call ExtensionAdd your phone number and pay
per call
Review ExtensionUse positive PR to feature on a
Review Extension
Callout ExtensionInclude additional
information
Structured Snipped ExtensionAllows you to highlight your amenities
and room types
BEST PRACTICE #3: CONNECT ADWORDS TO GOOGLE ANALYTICS
About 70% of the world’s top 10K websites use Google Analytics to analyze their site’s traffic
Google Analytics is a free tool that tracks website performance, analysis and ROI of advertising campaigns. It gives you tons of valuable information about your visitors.
Best Practice #3: Connect Adwords to Google Analytics
AUTOTAGGINGThis feature automatically inserts the UTM parameters in all the links that refer to your website from a Google AdWords campaign.
This allows effective tracking of all the traffic arriving to your website from your branded search campaign.