Expert’s Voice: Google – Your Hotel’s Worst Best Friend?

Pedro Colaco, CEO and president of GuestCentric, explains how motels can enhance their return on funding from advertising and marketing on Google and different on-line channels.

The tail-end of 2019 noticed Google change into extra aggressive with its promoting ways to succeed in the web journey market. Pushing down free search listings to make room for extra paid outcomes led to elevated competitors for that actual property, disrupting OTA [online travel agent] dominance. 

As OTAs spend much less on Google campaigns throughout the financial downturn, what does this imply in your lodge’s positioning on Google’s search engine? Ought to motels put money into Google meta-search, or may Google be your lodge’s worst greatest buddy? Learn on to search out out. 
Google disrupts OTA dominance, however do motels stand an opportunity of competing?
Traditionally, OTAs dominated Google’s search engine outcomes by means of optimised content material and pay-per-click promoting. However in the previous few months of 2019, Google began inserting extra adverts on the prime of the search engine and pushing down free natural listings from OTAs. This led to substantial buyer acquisition prices for OTAs, which in flip had a ripple impact on motels’ potential to rank excessive on Google’s search outcomes. 

Whatever the disruption, OTAs nonetheless had a lot greater budgets behind them and thus stood a greater likelihood of sustaining the highest spot on Google. Nonetheless, the financial downturn of the pandemic has led to decreased funding in Google.

In April 2020, introduced that it will scale back Google advert spending from US$4 billion in 2019 to between US$1 billion and US$2 billion in 2020.

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