Target the Right Guests For Your Hotel With Google’s Audiences for Search

Eric Oppegaard

Hoteliers now have the chance to better identify and engage consumers who are actively looking for a room in their area on Google Search with two products available on Google Ads: in-market audiences and detailed demographics.

In-market audience targeting and detailed demographics distill guests’ search behaviors so that you can identify and target the ones who are likely to book. They provide insights based on hard data that you can use to craft more relevant messaging and incentives that make a larger impact on your target audiences.

Google In-market audiences connect you with people actively looking for a hotel room.

You can use in-market audiences to focus ad spend on potential hotel guests who are researching a trip in your area. Targeting a group that is already planning a travel itinerary will help drive remarketing performance, conversions, and book bookings.

A Florida vacation resort drove 419 conversions and $164,000 in added revenue (a 21:1 return on advertising spend) in just one campaign using in-market audiences.

A large vacation resort in Orlando, Florida wanted to increase conversions and decrease cart abandonment. We created a remarketing list for search ads targeting visitors who submitted email addresses but ultimately abandoned the booking process.

The list was refined with in-market audiences, prioritizing people searching for “trips” and “vacations” to the resort’s location. The audience received a special offer exclusively designed to engage and drive action from this group. By enabling these data-driven adjustments to one campaign, in-market audiences helped to drive an additional 419 conversions and $164,000 in revenue – a 21:1 return on advertising spend.

Detailed demographics deliver ads to specific segments based on shared traits.

Improve campaign relevance and impact with detailed demographics that go beyond age and gender: These insights can also help you understand which consumer demographics are most likely to convert, and adjust bids to get more value out of existing advertising budgets.

For example, an all-inclusive resort in Turks and Caicos may largely target married couples without kids. Meanwhile, a more budget-friendly hotel near Disneyland may want to reach families with children under five years old.

One luxury waterfront beach resort saw a 62% increase in conversion rate and 27% decrease in cost per conversion after our media team used detailed demographics to optimize the campaign.

A mid-size luxury waterfront beach resort needed to increase their conversion rate while decreasing their cost per conversion. We used detailed demographics to analyze the conversion rate per age, gender, and household income brackets.

Once we had a better understanding of which demographics the client should target to improve hotel booking volume and return on ad spend, we made bid adjustments to the relevant categories and A/B tested them as a Google Experiment. These optimizations led to a 62% increase in conversion rate and 27% decrease in cost per conversion.

Learn more about Digital Media from TravelClick

Contact us to learn more about how TravelClick Digital Media can use new in-market audiences for search, can improve your campaign performance and drive more revenue to your hotel and property.

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Our brand-new report “Rebuilding Hospitality: Trends in Demand, Data and Technology That are Driving Recovery” combines global hotelier insights with Amadeus business intelligence data to surface worldwide recovery trends. We dig into the specific tactics hoteliers around the world have used to navigate the challenges of COVID-19 and highlighted which trends hoteliers think are likely to stay as the industry turns a corner.