Benefits of the updated Microsoft Ads service for promoting hotel properties
At the beginning of 2024, Microsoft Ads Service presented updates to its functionality. Some changes have affected the Hotel Centre section. It is now impossible to create sub-accounts and manage advertising rates. In the Lodging Campaigns section, users must perform all actions.
Despite these changes, feed management is still available in the Hotel Centre. This involves uploading, editing and reviewing transactions.
Overview of the new Lodging Campaigns functionality
The Lodging Campaigns service receives special attention in Microsoft Ads. This is the only section where you can manage advertising campaigns for hotels and other properties. It offers a wide range of settings to regulate ad pricing.
To ensure a seamless transition to the new Microsoft Ads format, the user must:
– restore current Hotel Centre subaccounts in the Lodging Campaigns section;
– update URL tracking for the account or specific ad campaign;
– continue to work on Hotel Centre subaccounts for a few weeks. During this time, traffic in Lodging Campaigns should grow;
– after launching new campaigns, reduce the Hotel Centre budget to $0 and delete sub-accounts.
The service also offers hotel rate advertising functionality. Advertisers can place ads on the Bing.com platform. When users search for a hotel, they can see the deals available. This approach greatly increases the visibility of hotels to a large audience.
Property promotion ads are visual advertisements for hotels. They are available at the top of the Bing Maps section. Users can view the ad when searching for a property based on location.
Benefits of Lodging Campaigns:
– greatly simplifies the management of hotel rate listings and property promotions;
– advanced functionality allows you to integrate all campaign activities with Google Ads;
– provides new ways to increase the visibility of ads to a wide audience of interested users;
– increases hotel bookings;
– improves targeting through enhanced remarketing mechanisms from Microsoft Advertising search campaigns;
– allows room rates and hotel promotions to be displayed separately.
Microsoft Ads offers advertisers flexible cooperation terms and display on the Bing platform. Despite the widespread popularity of Google’s search engine, Bing handles more than 12 billion monthly queries. Key markets for the platform are the US, Germany, France and China.
Microsoft’s ad management service operates on a pay-per-click model. In addition to Bing, ads appear on Outlook.com and MSN. Setting up campaigns is easy for beginners. The key to effectiveness is choosing the right keywords for your ads. Then, the ads will be displayed for queries that match the specifics of your business.