How Property Promotion Ads works to promote hotel business
Property Promotion Ads is an effective Google hotel promotion tool. It places ads at the top of search results, increasing visibility. This can significantly increase the likelihood of bookings.
The user sees the ad when searching for options with a link to a specific location. This type of promotion is much more effective than standard hotel advertising links. Here, the marketing message targets users already interested in booking. They are higher up the sales funnel and ready to take targeted action. In addition, this ad format is excellent for branding and increasing awareness of the hotel.
PPA ads can appear in two places:
– at the top of Google search results;
– in the ‘Sponsor: Similar Hotels’ block.
You can also advertise on Google Maps. Here, the adverts are at the top of the search results.
In the context of property promotion, the link only opens the website of a specific hotel, which is different from standard advertising, where the user is allowed to compare prices with competitors.
After updating the service in 2023, other display options became available for Google Maps. For the PC version of the service, the options available are:
– displaying advertisements as users browse different areas of the map;
– in this mode, the visitor can click the icon to visit the hotel’s website.
The Property Promotion Ads service works on a pay-per-click model. This option allows advertisers to optimise costs and not overpay for promotion. However, if required, the company can charge a commission that is not tied to clicks.
Benefits of Property Promotion Ads
This Google service opens up new opportunities for tourism professionals. It can be used as a stand-alone promotional tool or as a complement to Google Hotel Ads. PPA has some benefits:
– it increases the visibility of the company, helping to implement the branding strategy;
– it engages users in the early stages of their customer journey;
– the ‘Sponsors’ tab does not contain competitor information or price comparisons;
– flexible terms and conditions for pricing;
– a wide range of features to improve and adapt the advertising strategy.
Artificial intelligence technology provides the activity of the service. Thanks to this, many processes are automated, making the work of a marketer easier. In addition, the programme allows you to refine the strategy and, if you wish, to set different conditions for the broadcasting of advertisements.
The service makes it possible to analyse and update the marketing campaign’s effectiveness. In this way, the company can choose the best advertising option to increase the number of bookings and raise awareness.