Google Hotel Price Ads (HPA) is comprised of sponsored price listings that appear in Google Hotel Finder, Google Places (Google+ Local), Google Maps, and occasionally Search Engine Results Pages (SERPS).
Facilitating a Google HPA is similar to that of an Adwords campaign where you work with a dedicated advertising budget to manage daily and monthly budgets per property, campaigns and bids as well as track conversions and setup alerts and additional reporting. Google HPA also requires daily bid and as spend management and optimization for best results.
Originally the HPA services were jumped on by OTAs (Online Travel Agency) but now as Hotels attempt to bring more business internally and improve their technological dependencies we’re seeing some major brands participating.
Since any independent hotel or global chain can participate in Google HPA it appears at this time that it is the soon to be must-have for any hotel, resort or casino as part of the property’s comprehensive multi-channel digital marketing efforts. In addition it may help to shift share from the OTAs to the hotel website and provide one of the top ROAS (Return On Advertising Spending).
Are you using Google HPA? Let us know why or why not – your response may be featured here in a later blog post.
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