Webinar - Google Hotel Ads and Free Booking Links

Introduction to Google Hotel Ads and Free Booking Links

In this section, Marco Matarazzi and Nicolas Dussart provide an introduction to Google Hotel Ads and Free Booking Links. They explain the structure of the webinar and outline the four main topics that will be covered.

Introduction to Google's Travel Meta Search Engine

• The first topic is an introduction to Google's travel meta search engine.

• The goal is to understand how this powerful tool works and gain insights on how it can be used for advertising and selling hotel rooms.

Importance of Google My Business

• The second topic focuses on the importance of Google My Business.

• Hotels often neglect their Google My Business profile, but it is crucial to have a tidy profile for better visibility.

• The session will explain why having a well-maintained profile is essential.

How Does Google Hotel Ads Work?

• The third topic delves into how Google Hotel Ads work.

• Participants will be guided through the steps required to create a successful Google Hotel Ads campaign.

Insights on Free Booking Links

• The final topic covers insights on the new feature called Free Booking Links.

• This session will explain how these free booking links function.

About Slope and Nico from Google

Marco Matarazzi introduces himself as the CEO of Slope, while Nicolas Dussart (Nico) is introduced as the Global Business Development Travel at Google. They discuss their roles in presenting different parts of the webinar.

Roles in Presenting

• Marco Matarazzi will describe the first three steps: introduction to meta search, importance of Google My Business, and how does google hotel ads work.

• Nico will present the last part about free booking links.

• There will also be a Q&A session where they address questions from customers and social media users.

Why Does a Hotel Need a Connectivity Partner?

This section addresses the question of why hotels need a connectivity partner when selling rooms on OTAs versus Google's meta search.

• When hotels sell rooms on OTAs like Booking.com or Expedia, they don't necessarily need a connectivity partner.

• However, in the context of Google's meta search, having a connectivity partner is crucial.

• The section explains the steps and ease of starting to sell on Google's meta search.

Steps for Selling on Google Meta Search

This section outlines the steps required to start selling on Google's meta search and how different software tools are integrated into the process.

• The three main software tools used by hotels are the property management system (PMS), channel manager, and booking engine.

• If using Slope as a software provider, all these solutions are integrated into a single platform for seamless synchronization with Google.

• The integration happens through an application called Google Hotel Center, which acts as a hub of information for hotel listings.

• Two key components within the meta search are Hotel Ads and Free Booking Links.

Free Booking Links vs. Hotel Ads

This section explains the difference between Free Booking Links and Hotel Ads within Google's meta search.

• Free Booking Links require a connectivity partner to handle all the work of connecting with Google and displaying prices in the meta search.

• Clicks obtained through Free Booking Links are free, providing traffic to your booking engine without any commission payment.

• On the other hand, Hotel Ads allow hotels to advertise by investing money in campaigns through Google Ads.

Timestamps have been associated with bullet points where available.

Ensuring Correctness of Data Stream

The first task is to ensure the correctness of the data stream sent to Google. This includes sending accurate and timely information for each hotel connected with Google, such as lodging types, rate plans, prices, availabilities, restrictions, supplements, and fees.

• The data stream sent to Google needs to be accurate and provided quickly.

• Information sent includes lodging types, rate plans, prices, availabilities, restrictions, supplements, and fees.

• This information is stored in Google's system to provide customers with the necessary details for booking a room at a hotel.

Offering a Landing Page

After a traveler selects a hotel on the meta search platform (Google Travel), the reservation is finalized through the hotel's landing page or booking engine.

• The landing page or booking engine is where the reservation is completed.

• Once a traveler selects a hotel on the meta search platform (Google Travel), they will be directed to the hotel's landing page.

• The landing page serves as the final step in completing the reservation process.

Introduction to Google Meta Search

This section provides an introduction to Google Meta Search and its functionality. It explains how it works and why it is important for attendees who may not be familiar with meta searches.

• Google Travel serves as a meta search portal where users can search for destinations or specific hotels.

• The portal aggregates information from various sources to provide users with comprehensive results.

• Understanding how meta searches work is essential for attendees who may not be familiar with this concept.

Exploring Google Travel Website

This section focuses on exploring the Google Travel website (www.google.com/travel) and its features.

• Users can visit www.google.com/travel to access Google Travel.

• The website provides a search function for destinations or specific hotels.

• A sample hotel, "Hotel Villa Sole," is used to demonstrate the features of the website.

Viewing Hotel Details on Google Travel

This section explains how users can view detailed information about a specific hotel on Google Travel.

• Users can search for a specific hotel and access its details on Google Travel.

• Detailed information about the hotel, including images, reviews, and website address, is displayed in the top blue block.

• The Google Hotel Ads block (highlighted in red) requires advertising investment to be visible.

• The free booking links area (highlighted in green) allows hotels to show their booking engine.

Understanding Meta Search Functionality

This section provides an overview of meta search functionality and how it differs from online travel agencies (OTAs).

• Meta searches act as portals that aggregate information from various channels.

• They connect customers with hotels but do not directly sell rooms like OTAs.

• Meta searches focus on price advertising rather than intermediating reservations.

Real-Time Aggregation of Prices and Availabilities

This section emphasizes the importance of real-time responses in meta searches and how prices and availabilities are aggregated.

• Meta searches gather prices and availabilities from different sources in real time.

• Providers need to respond quickly to ensure a seamless user experience.

• Slope partners must have infrastructure capable of responding promptly to Google's requests.

Differences Between OTA and Meta Search

This section highlights the differences between online travel agencies (OTAs) and meta searches.

• Unlike OTAs, meta searches do not sell rooms directly; they focus on price advertising.

• Reservations made through meta searches are direct bookings with hotels, providing direct access to customer information.

• Meta searches require advertising budgets to promote competitive prices.

The transcript is already in English, so no language adjustments are needed.

Reservation Completion and Budget Investment

This section discusses the completion of reservations on the booking engine and the budget investment required to bring in customers.

• Reservations are always completed on the booking engine.

• The hotel only pays for the advertising budget invested to attract customers.

• Emphasizes that the customer belongs to the hotel.

Displaying Prices on Google Platforms

This section explains where prices are displayed, focusing on Google search results, Google Maps, and other platforms.

• Prices are not shown on the travel portal (www.google.com/travel) that was mentioned earlier.

• However, prices are displayed on Google search results and Google Maps.

• OTAs and other meta searches invest in advertising to show prices for hotels even if they are not directly advertised.

Importance of Google Search Results and Maps

This section highlights the significance of appearing in Google search results and maps for hotels.

• Even without advertising on a meta search platform, prices may still appear when users search for a specific city or hotel.

• The first screenshot shows a bar with different channel prices that appears in Google search results when searching for a particular hotel (e.g., Hotel Villa Sole).

Importance of Google My Business

This section explains why having an up-to-date Google My Business profile is crucial.

• Google My Business is a tool provided by Google that functions similarly to an extranet provided by platforms like Booking or Expedia.

• It allows hotels to manage information such as working hours, photos, videos, descriptions, services, etc.

• Having an up-to-date profile ensures accurate business information is used by Google to render your card on meta searches. Neglecting this can result in suboptimal visibility.

Managing Google My Business Profile

This section discusses the importance of keeping the Google My Business profile up to date.

• To keep the profile up to date, ensure correct email address, phone number, and accurate map pin placement.

• Google My Business provides statistics on how many people find your business on Google.

• Responding to reviews is important as it shows care for customer feedback and can improve rankings.

Claiming Ownership of Google My Business Card

This section explains how to claim ownership of a Google My Business card.

• Anyone can create a card for a business, but owners can claim ownership.

• Claiming ownership grants access to an extranet where information, photos, reviews, and services can be added or edited.

Importance of Responding to Reviews

This section emphasizes the importance of responding to reviews on Google My Business.

• Responding to reviews shows that you care about customer feedback.

• It can also improve the ranking of your card and website as keywords in reviews are valuable for search engines.

Checklist for Managing Google My Business

This section provides a checklist for managing a Google My Business account effectively.

• The checklist includes tasks such as providing accurate information, adding photos/videos/descriptions/services, and responding to reviews.

• These tasks are crucial for optimal visibility on meta searches.

Understanding How Google Hotel Ads Work

This section explains how paid campaigns work on Google Hotel Ads.

• Having understood what a meta search is and the importance of a clean Google My Business card, it's time to learn how to create a paid campaign.

Accessing Your Google Ads Account

This section guides hoteliers on accessing their Google Ads account.

• It is recommended for hoteliers to have access to their own Google Ads account, even if marketers handle the task.

• Accessing the account allows you to view reports and stay informed about your advertising campaigns.

Linking Google Hotel Center to Google Ads

This section explains how to link Google Hotel Center with Google Ads.

• To link the accounts, go to the settings page in your Google Ads account.

• Enter the code provided by your partner (e.g., Slope) and send a connection request.

• Once accepted, this establishes a data stream between your property management system and Google Hotel Center.

How to Create a Hotel Campaign

In this section, the speaker explains how to create a hotel campaign on Google Ads.

Creating a Hotel Campaign

• To create a hotel campaign, you need to first connect your Google Apps account with a partner.

• Once connected, a blue square labeled "hotel" will appear at the bottom of the screen.

• It may take up to 24 hours for this option to become available.

• After the hotel campaign feature is enabled, you can create your first hotel campaign by selecting various parameters such as bidding strategy, budget, and target area.

• It is recommended to seek advice from a consultant in order to define the right budget and bidding strategy.

• There are two types of bidding strategies available: cost per click or percentage fee.

• Cost per click allows you to set a budget for each click that directs users to your booking engine.

• Alternatively, you can specify a percentage fee that you are willing to pay Google once a reservation is completed.

Summary

The speaker explains that in order to create a hotel campaign on Google Ads, you need to connect your Google Apps account with a partner. Once connected, you can select parameters such as bidding strategy and budget. It is important to seek advice from an advisor when defining these parameters. The two available bidding strategies are cost per click and percentage fee.

New Section

In this section, the speaker introduces a new free way to reach potential customers and explains how it works.

New Free Way to Reach Potential Customers

• A new feature has been launched that allows businesses to show free booking links for all the sales they get raised from.

• This feature is different from the past where visibility was limited to live campaigns or winning one of four slots.

• With the new feature, businesses can be visible regardless of their status.

• Free booking links have the same format as regular ads and use the same source of rates from Hotel Center.

• Rates set up in Hotel Center directly or through partners like Slope can be used for both Google Ads campaigns and appearing on free booking links.

• Ads and free booking links are organized together on the prices page of a hotel, similar to regular search results with ads on top and organic results below.

New Section

The speaker discusses the benefits and costs associated with using free booking links on Google.

Benefits and Costs of Free Booking Links

• Free booking links are absolutely free on Google, but there may be other costs associated with it such as commissions or fees charged by connectivity providers.

• Activating Google channel enables businesses to use both ads and triggering links for free bookings.

• While free booking links provide additional visibility and results on Google, they do not represent the majority of traffic compared to ads.

• Running both ads and free bookings can result in around 10% of overall traffic coming from free booking links.

New Section

The speaker emphasizes that while free booking links are beneficial, they should be seen as complementary rather than a primary source of traffic. They also mention that running ads alongside free bookings can generate more effective results.

Complementarity of Free Booking Links and Ads

• Free booking links should be seen as complementary to overall traffic from Google, as they do not represent the majority of traffic.

• For existing Google Ads clients, free booking links can expand visibility and augment results on Google.

• For clients new to Google Ads, free booking links provide an opportunity to experiment with Google as a channel.

• Running both ads and free bookings is recommended for maximum effectiveness in generating bookings.

New Section

The speaker concludes by highlighting the ease of setting up a campaign on Google Ads after using free booking links. They encourage businesses to take advantage of both options for better results.

Conclusion and Next Steps

• Free booking links provide an incremental source of traffic compared to no traffic before.

• After setting up free booking links, businesses can easily transition into running ads on Google by setting up a campaign.

• Utilizing both free booking links and ads can maximize the potential benefits from Google as a channel.

New Section

The speaker addresses a question about whether there are any upgrades planned for holiday apartments in relation to Google Tell Ads.

Upgrades for Holiday Apartments

• The speaker does not directly address any upgrades specifically planned for holiday apartments in relation to Google Tell Ads.

New Section

This section discusses the option of listing vacation rentals on Google and how it is expanding quickly.

Listing Vacation Rentals on Google

• If you rent apartments or accommodations that are not initially a hotel with a front desk and 24/7 receptionist, you can list them as vacation rentals on Google.

• Google Vacation Rental is evolving quickly, and they are keen to get more listings.

• You can submit your request for vacation rental through an inbound form provided by Google.

New Section

This section addresses questions about advertising on Google Hotel Ads and the free booking link section.

Advertising on Google Hotel Ads

• You can advertise both through paid ads and the free booking link section on Google Hotel Ads.

• The texts displayed in the free booking links cannot be changed, while paid ads offer extensions such as room extensions and promotions.

• The ranking for organic links in the free booking section cannot be tweaked. Everyone is treated equally in terms of visibility.

New Section

This section explains how ranking works for free booking links and emphasizes the importance of providing accurate information to optimize participation.

Ranking and Optimization for Free Booking Links

• The ranking algorithm for organic links in the free booking section is not disclosed to maintain fairness among participants.

• However, factors such as information quality, accuracy, data provided, and performance of your links contribute to their relevance.

• To optimize your participation, ensure your website and booking engine work well across different devices and languages.

New Section

This section clarifies the costs associated with connecting to Google's free booking links and explains how to track reservations made through these links.

Costs and Tracking Reservations

• Connecting to Google's free booking links is free on the Google side. However, there is a fixed fee to connect through a partner like Slope.

• There are no commissions or percentage fees on reservations made through the free booking links.

• To track reservations, you can use Google Analytics and set up tracking for the source of each reservation. Your booking engine should support this feature.

New Section

This section emphasizes the importance of tracking return on investment (ROI) for different advertising channels and highlights the integration of Google Analytics with the booking engine.

Tracking ROI and Integration with Google Analytics

• It is crucial to understand the ROI for each advertising channel, including ad campaigns, Google Hotel Ads, free booking links, and other channels like Bing or Facebook.

• Integrating your booking engine with Google Analytics allows you to track metrics such as reservations and revenue generated from each channel.

New Section

The speaker requests assistance from Andrea to address further questions from participants.

Requesting Assistance

• The speaker asks Andrea to join the call and help respond to additional questions from participants.

How does the ranking work in the free module link?

Stefano asked about how the ranking works in the free module link, and Nico explained that it depends on the performance of the partner and other factors that are not completely official yet.

Ranking in Free Module Link

• The ranking in the free module link depends on various factors, including partner performance.

• The exact details of how the ranking works are not completely official at this time.

Is a travel agency or tour operator eligible to participate?

Dario asked if travel agencies and tour operators can participate in the program, and Nico clarified that it is open to all partners who can send rates, including OTAs, meta search engines, aggregators, direct hotels, integration providers, and connectivity providers.

Eligibility for Travel Agencies and Tour Operators

• The program is open to all partners who can send rates.

• This includes travel agencies, tour operators, OTAs (Online Travel Agencies), meta search engines, aggregators, direct hotels, integration providers, and connectivity providers.

How can a single independent hotel synchronize directly without an integration partner?

An anonymous guest asked how a single independent hotel can synchronize directly with Google Hotel Ads and free booking links without an integration partner. It was explained that while hotels have the ability to connect their prices and feed directly through Hotel Center, it can be a lengthy process. However, going through an existing partner allows for faster implementation.

Synchronizing Directly without Integration Partner

• Hotels have the option to connect their prices and feed directly through Hotel Center.

• However, this process may take some time as there are many requests received daily.

• Going through an existing integration partner allows for faster implementation as they already have established connectivity with Google.

What are the requirements for synchronizing directly without an integration partner?

There are specific requirements for synchronizing directly without an integration partner. These include having excellent price accuracy, meeting availability requirements, and providing great connectivity.

Requirements for Direct Synchronization

• Hotels need to meet specific requirements such as having excellent price accuracy.

• Availability requirements also need to be met.

• Providing great connectivity is crucial for successful direct synchronization.

• The documentation for the API is available online in the developer resources.

Is there a support number to ask for more information about Google Hotel Ads and free booking links?

Sarah asked if there is a support number to call for more information about Google Hotel Ads and free booking links. It was clarified that while there is no support specifically for free booking links, there is a support line available in case of any issues. Support for organic results on Google is not provided.

Support for Google Hotel Ads and Free Booking Links

• There is no dedicated support number specifically for free booking links.

• However, there is a support line available in case of any issues.

• Support for organic results on Google, including hotel bookings, is not provided.

Why do free booking links only show the cheapest rate as the first result?

Carlo asked why free booking links only show the cheapest rate as the first result in Google Hotel Ads. Nico explained that ranking on organic results depends on various factors, including price but it's not solely based on price.

Ranking of Free Booking Links

• The ranking of free booking links in Google Hotel Ads depends on multiple factors.

• While price may be an important signal, it's not solely based on price.

• The exact details of how the ranking works are undisclosed and considered part of the secret sauce.

New Section

This section discusses factors that affect the ranking of hotels on Google ads, including website performance, payment processing, price, quality score, click-through rate, conversion rate, and landing page optimization.

Factors Affecting Hotel Ranking on Google Ads

• It may be the fastness of the website or the ability of the partner to process your payment and booking.

• Price is an important factor in hotel ranking.

• The ranking on ads is determined by a quality score and bid amount.

• Quality score considers click-through rate and conversion rate.

• Good tax performance on Google Ads is important for better ranking.

• Having a good landing page that can process bookings properly is crucial.

• Non-bookable data sent to Google My Business is not directly considered in the ranking but can impact visibility.

New Section

This section discusses showing different rates for hotels and the importance of updating information on Google My Business.

Showing Different Rates and Updating Information

• Different rates like non-refundable, half board, full board can be shown in meta search.

• Default rate for search shows the cheapest option for a specific accommodation type if no changes are made to the search criteria.

• It's possible to show more rates by customizing search parameters.

• Updating information on Google My Business is essential to ensure accurate property details.

New Section

This section introduces various travel marketing tools provided by Google for free. These tools include analyzing market trends with Google Trends, exploring new markets with Market Finder, assessing readiness for bookings with Test My Site, accessing COVID-19 mobility reports, using Hotel Insight and Destination Insights to evaluate local market demand and competition, and optimizing presence with a hotel guidebook.

Google's Travel Marketing Toolkit

• Google Trends helps analyze market trends and user search behavior.

• Market Finder assists in exploring new markets and targeting specific clientele in other countries.

• Test My Site assesses readiness to process bookings effectively.

• COVID-19 mobility reports provide real-time information on market openness.

• Hotel Insight and Destination Insights help evaluate local market demand and competition.

• A hotel guidebook summarizes optimization strategies for maximum exposure to Google users.

New Section

This section encourages viewers to explore the travel marketing toolkit provided by Google, which includes various tools and resources. The speaker emphasizes the importance of optimizing presence, generating valuable bookings, and maximizing exposure through different channels.

Utilizing Google's Travel Marketing Toolkit

• Viewers are encouraged to explore the provided tools individually.

• The deck shared after the presentation contains links to each resource mentioned.

• Setting up parameters based on individual needs is recommended.

• The goal is to ensure hotels can reach Google users effectively and generate valuable bookings through optimized presence.

Due to the limited content available from the transcript, some sections may be shorter than others.

Book on Google Availability

In this section, the speaker discusses the availability of Book on Google and upcoming changes to make it easier to use for partners.

Book on Google Revamp

• Book on Google is still available but undergoing revamping to improve user experience.

• Changes are expected throughout the year to enhance the platform for partners.

• The speaker mentions working on a flat commission model called "Safe to Say" and improvements in the extranet for small and independent providers.

• Efforts are being made to simplify ads offering and provide more options for traffic acquisition from Google.

New Connectivity Partnership with Slope

The speaker introduces new connectivity partnership opportunities with Slope and highlights the benefits of using their API for free booking links and increasing visibility through Google Ads.

Benefits of Slope Connectivity Partnership

• Partners can enable their rates to benefit directly from free booking links, gaining direct traffic without additional costs.

• To augment visibility, partners have access to various tools, including Google Ads, which allows fine-tuning of traffic acquisition and distribution.

• The speaker encourages attendees to explore these opportunities and stay tuned for future webinars with more news and updates.

Conclusion

The transcript covers discussions about the availability of Book on Google, upcoming changes, new connectivity partnership opportunities with Slope, and ways to enhance visibility through free booking links and Google Ads. Attendees are encouraged to take advantage of these offerings and stay informed about future webinars.