{"id":765,"date":"2023-01-18T16:10:04","date_gmt":"2023-01-18T16:10:04","guid":{"rendered":"http:\/\/aqaba-admin"},"modified":"2023-01-18T16:10:04","modified_gmt":"2023-01-18T16:10:04","slug":"how-to-run-a-5-star-campaign-for-your-luxury-hotel-on-google-adwords-part-2","status":"publish","type":"post","link":"https:\/\/eleven777.com\/ar-ae\/2023\/01\/18\/how-to-run-a-5-star-campaign-for-your-luxury-hotel-on-google-adwords-part-2\/","title":{"rendered":"How to Run a 5-Star Campaign for your Luxury Hotel on Google AdWords: with Video!"},"content":{"rendered":"<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\">In this post, we\u2019re going to show you how to run a Google AdWords PPC campaign if you\u2019re in the tourism industry.<br \/>\n<!--more--><\/span><\/p>\n<p style=\"font-family: 'Noto Serif',serif !important;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><br \/>\nPPC, short for \u2018Pay-per-click\u2019 is a form of online advertising that leads people to your website. PPC ads can run in search engines (Google, Bing), banners (display) (Network Partners of Google) or on social media (Facebook, Instagram). It\u2019s called pay-per-click because when someone clicks on your ad, you, as the advertiser, pay.\u00a0<\/span><\/p>\n<p style=\"font-family: 'Noto Serif',serif !important;\"><span style=\"text-decoration: underline;\"><strong><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><a href=\"\/blog\/marke-think\/guide-how-to-the-4-action-stages-to-run-a-google-adwords-campaign-for-mena-brands-part-1\" target=\"_blank\" rel=\"noopener\">For step-by-step instructions on how to run a Google AdWords campaign, no matter your industry, check out this simple guide.<\/a> <\/span><\/strong><\/span><\/p>\n<p style=\"font-family: 'Noto Serif',serif !important;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><strong>I\u2019m a marketing manager that works in the hospitality industry \u2013 I am responsible for ad buys on search and display networks for a five-star property located in Dubai. Can you give me an example of an effective, yet easy-to-execute campaign I can run on Google AdWords? <\/strong><\/span><\/p>\n<p>It is possible to run an AdWords campaign for a hotel using \u2018Google Hotel Ads\u2019. However, in order to launch your Hotel Ads campaign, you&#8217;ll need to work with an authorized Integration Partner. They provide your hotel&#8217;s rates and availability to Google.<\/p>\n<p>Alternatively, you can run a search campaign without an Integration Partner and in this post we\u2019ll use a live-example of a Google AdWords campaign you can run yourself as a (digital) marketing manager for any of the big, Dubai-based five-star hotels, whether you\u2019re Jumeirah or the Movenpick.<\/p>\n<p><em>All the information provided herein is also relevant if you decide to use Google Hotel Ads as the format for ad groups, keywords, targeting and bidding strategies are essentially the same.\u00a0<\/em><\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\">{{cta(&#8216;f9a94dea-0997-40de-aad1-be1b32c25f1b&#8217;,&#8217;justifycenter&#8217;)}}<\/span><\/p>\n<p><strong><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\">Check out this 12-minute video guide if you&#8217;re not too keen on reading!<\/span><br \/>\n<\/strong><\/p>\n<div class=\"hs-responsive-embed hs-responsive-embed-youtube\"><iframe class=\"hs-responsive-embed-iframe\" style=\"margin-left: auto; margin-right: auto; display: block;\" src=\"\/\/www.youtube.com\/embed\/KuDvrImFFgQ\" width=\"560\" height=\"314\" allowfullscreen=\"allowfullscreen\" data-service=\"youtube\"><\/iframe><\/div>\n<div>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><strong>1. Pre-Launch<\/strong> Preparation:<span style=\"text-decoration: underline;\"><strong><a href=\"\/blog\/marke-think\/guide-how-to-the-4-action-stages-to-run-a-google-adwords-campaign-for-mena-brands-part-1\" target=\"_blank\" rel=\"noopener\"> We won\u2019t repeat what we\u2019ve already written about the pre-launch preparation, you can find it here \u2013 basically, you\u2019ll need to setup an AdWords account, determine the \u2018type\u2019 of campaign you want, and determine your goal<\/a><\/strong><\/span><\/span><\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 24px;\"><span style=\"font-family: 'open sans', geneva; color: #444444;\">Goal: For our purposes, we are assuming that you are an advertiser for a 5-star hotel chain that seeks to promote a \u2018Dubai Luxury Hotel Stay\u2019. <\/span><\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><strong>2. Get to know the competition<\/strong>. Who are the other players in your industry? What keywords are they using? Use <span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/www.semrush.com\/\" target=\"_blank\" rel=\"noopener\">SEMRush<\/a><\/strong><\/span> or the Google Adwords by going to the Keyword Planner and typing in your competitor\u2019s website. This is what we got when we searched for the Grand Hyatt, Dubai.<\/span><\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><img decoding=\"async\" style=\"width: 1826px; margin: 0px 10px 10px 0px;\" src=\"https:\/\/eleven777.com\/wp-content\/uploads\/2023\/01\/1-3.png\" alt=\"Keyword Plan\" width=\"1826\" \/><\/span><\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><strong>3.\u00a0Define your audience<\/strong>. <\/span><\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\">Audience = The intersection of Buyer Persona + Buyer Journey<br \/>\n<\/span><\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\">You\u2019ve determined your buyer personas to be <strong>business people<\/strong>, <strong>newlywed couples<\/strong> and <strong>families<\/strong>. You\u2019re seeking to target them in the <strong>decision stage<\/strong> of the buyer journey, meaning that these buyer personas are ready to make a booking and so your ads will show for purchase-ready individuals in search.<\/span><\/span><\/p>\n<p><strong>4. When you target your audience, aim well<\/strong>. Specify the location of your audience, the devices they are on, and the time you want your ads to reach them.<\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"text-decoration: underline;\"><strong><img decoding=\"async\" style=\"width: 1446px;\" src=\"https:\/\/eleven777.com\/wp-content\/uploads\/2023\/01\/5-1.png\" alt=\"5-1\" width=\"1446\" \/><\/strong><\/span><\/span><\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\">As many hotels are now targeting local UAE residents for staycations, you could target families in the UAE. As the top three source markets for tourism in the UAE are India (metropolitan and emerging cities), KSA and the UK, we suggest specifying these geographic locations when targeting all three buyer personas.<\/span><\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><img decoding=\"async\" style=\"width: 422px; display: block; margin: 0px auto;\" src=\"https:\/\/eleven777.com\/wp-content\/uploads\/2023\/01\/2.jpg\" alt=\"2\" width=\"422\" \/><strong>5. Keywords<\/strong>. Probably the most important word in this entire guide is this word, \u2018keyword\u2019. Make sure your keyword analysis is both <em>studied and thorough<\/em>. Again, use Google\u2019s Keyword Planner or a tool like SEMRush. The following are best practices for keyword selection:<\/span><\/span><\/p>\n<p>a. Your keywords should be a combination of long-tail (Best price Honeymoon Package Dubai) + short-tail (Dubai Honeymoon) keywords.<\/p>\n<p>b. Balance low-volume and high-volume keywords. High-volume keywords mean, for example, there are 100,000 searches for that keyword every month (Dubai 5-star Hotel). But this means you will have to bid high and spend a lot if you only use high-volume keywords. Balance this with low-volume keywords which don\u2019t cost as much but better guarantee that people\u2019s searches correspond to your offerings (Weekend Honeymoon Suite Package Dubai Marina with Spa), meaning a higher click-through-rate.<\/p>\n<p>c. Bid in line with your bottom line. Here\u2019s the simple math you need to do:<br \/>\n*What is my cost per click for the keyword? ($4.50)<br \/>\n* What is my conversion rate? (4.68% is the industry average for travel\/hospitality on Google Search)<br \/>\n* What is the revenue from a sale? ($180)<\/p>\n<p style=\"text-align: center;\"><span style=\"color: #444444; font-family: 'open sans', geneva; font-size: 20px; word-spacing: 2.3px; background-color: transparent; letter-spacing: 0px;\">Therefore, the <strong>Cost of a Conversion = CPC\/Conversion Rate<\/strong> * 100\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\">= 100\/4.68 * 4.50<br \/>\n= $96<br \/>\nTherefore, the <strong>Return on Investment = Sale Revenue \/ Cost of Conversion<\/strong><br \/>\n= 2:1<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"color: #444444; font-family: 'open sans', geneva; font-size: 20px; word-spacing: 2.3px; background-color: transparent; letter-spacing: 0px;\">This is a decent enough ROI, but you need to make sure it matches your bottom line.\u00a0<\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><strong>6. Ad Groups<\/strong>. Following the ad structure of \u2018Campaign \u2013 Ad Group \u2013 Ads\u2019, within the campaign of \u2018Dubai Luxury Hotel Stay\u2019, you can create the following ad groups, showcasing the different kinds of suites relevant to your three buyer personas.<br \/>\no Honeymoon Suite<br \/>\no Business Suite<br \/>\no Family Suite<\/span><\/span><\/p>\n<p>Each of these ad groups will contain specific ads (creatives + copy) that you choose to run on the search network and that will show when someone searches by specific keywords.<\/p>\n<p><strong>7. Keyword Variations<\/strong><br \/>\na. Use the Keyword Planner to determine the keywords\/ad group that would work best \u2013 use a general phrase to describe your business or enter your website for each ad group. Therefore, the \u2018Honeymoon Suite\u2019 ad group could have the following keyword variations:<\/p>\n<p>o Romantic Honeymoon Package Dubai<br \/>\no Dubai Honeymoon Suite<br \/>\no Dubai Hotels Honeymoon Suite<br \/>\no Honeymoon Package All Inclusive<br \/>\no Book Honeymoon Package Now<br \/>\no Best price Honeymoon Package Dubai<br \/>\no Spa Package Dubai<\/p>\n<p>b. Determine the \u2018Match Type\u2019 for the Keyword<br \/>\n<em>Exact<\/em> \u2013 Query must be typed in exactly (\u2018Close Variant\u2019 for the same means Query must be typed in exactly, but can include misspellings or other variants)<br \/>\n<em>Phrase<\/em> \u2013 Query must be typed in correct order, even if additional terms before or after the query<br \/>\n<em>Broad<\/em> \u2013 Query can be typed in any order and will potentially show ads for similar searches<\/p>\n<p>c. Define the applicable \u2018negative keywords\u2019<br \/>\nIn our case, since we are a luxury hotel stay, the negative keywords we can include will be \u2018cheap\u2019, \u2018bargain\u2019 or \u2018discount\u2019<\/p>\n<p>d. Pay attention to the following metrics in the Keyword Planner:<br \/>\n* Average monthly searches<br \/>\n*Competition. This shows you how many other advertisers are using this term<br \/>\n* Top of page bid metrics, showing you exact bid amounts to rank high or low on the first page of that term. By clicking \u2018Add to Plan\u2019 you can easily add them to a new ad group<\/p>\n<p><img decoding=\"async\" style=\"width: 1786px; margin-top: 0px; margin-bottom: 0px;\" src=\"https:\/\/eleven777.com\/wp-content\/uploads\/2023\/01\/3-2.png\" alt=\"Keyword Plan - Monthly Searches \" width=\"1786\" \/><\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><strong>8. Ad Extensions<\/strong>. Add them, always. Telephone no., sitelinks, location etc. so Google will show it where relevant. <\/span><\/span><\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><img decoding=\"async\" style=\"width: 600px; display: block; margin: 0px auto;\" src=\"https:\/\/eleven777.com\/wp-content\/uploads\/2023\/01\/4-2.png\" alt=\"4-2\" width=\"600\" \/><\/span><\/span><\/p>\n<p style=\"text-align: center;\"><em><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\">Image courtesy of PPCHero<\/span><\/span><\/em><\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><strong>9. Create the Ads<\/strong>. It\u2019s obvious that you want to make your Call-To-Action compelling, and relevant to what people are searching for.<\/span><\/span><\/p>\n<p><img decoding=\"async\" style=\"width: 600px; display: block; margin: 0px auto;\" src=\"https:\/\/eleven777.com\/wp-content\/uploads\/2023\/01\/10.jpg\" alt=\"10\" width=\"600\" \/><\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\">Check out this ad from the Four Seasons when googling for \u201cDubai Honeymoon Suite Package\u201d:<br \/>\n<img decoding=\"async\" style=\"width: 600px; display: block; margin: 0px auto;\" src=\"https:\/\/eleven777.com\/wp-content\/uploads\/2023\/01\/5-2.png\" alt=\"5-2\" width=\"600\" \/><br \/>\nYou\u2019ll note that they\u2019ve included all the relevant ad extensions as well.<\/span><\/span><\/p>\n<p><strong>10. Track Conversions<\/strong> using \u2018AdWords Conversion Pixel\u2019 and analyze in Google Analytics (simply click on \u2018Admin\u2019 in Google Analytics and then Select \u2018AdWords Linking\u2019).<\/p>\n<p><strong>11. Launch!<\/strong><\/p>\n<p><strong>12. Analyze &amp; Optimize<\/strong><br \/>\na. Check Budgets and adjust Bids<br \/>\nb. Keywords &#8211; Drop old, poor-performing ones, add new ones.<br \/>\nc. Recycle ads that worked well. And drop those that didn\u2019t perform.<br \/>\nd. Don\u2019t forget your Landing Pages. If some ads showed high click through rates, but low conversions \u2013 then maybe you need to work on optimizing your landing page towards increasing conversions.<br \/>\ne. Adjust Parameters \u2013 keywords, audience, location, device settings.<\/p>\n<p>That\u2019s all there is to it. 12 steps to a 5-star campaign!<\/p>\n<p>If you want advice on the best campaign for your hotel brand, or just want to tweak existing ads, drop us a short message and we&#8217;ll help the best way we know.<\/p>\n<p><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"><span style=\"font-family: 'open sans', geneva; color: #444444; font-size: 20px;\"> <!-- [if lte IE 8]> <script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2-legacy.js\"><\/script> <![endif]--> <script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2.js\"><\/script> <script>\/\/  hbspt.forms.create({ portalId: \"2322576\", formId: \"b62756e3-f75c-4eb8-b445-c77396f5123e\", css: \"\" }); \/\/ <\/script><br \/>\n<em style=\"color: #444444; font-family: 'open sans', geneva; font-size: 20px; word-spacing: 2.3px; letter-spacing: 0px;\"><br \/>\nWant to know the latest, easy-to-execute social tools, tips and tricks or to get free digital advertising advice?\u00a0<strong><a href=\"https:\/\/www.eleven777.com\/sign-up-for-free-marketing-ideas-and-hacks-for-your-middle-east-brand\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">Then subscribe to our blog<\/span>.<\/a><\/strong><\/em><br \/>\n<\/span><\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In this post, we\u2019re going to show you how to run a Google AdWords PPC campaign if you\u2019re in the tourism industry.<\/p>\n","protected":false},"author":1,"featured_media":778,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-in-the-middle-east-digital-marketing-digital-advertising-101-video"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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