Almost two years ago, we already discussed the launch of Google Promoted Hotels , a functionality that Google has not stopped evolving at this time. Although initially it was a product more oriented towards new openings, now it is relaunched with a clear objective of increasing visibility for hotels and is renamed the Google Property Promotion Ads or PPA . We tell you why it is a really interesting functionality, as well as all the details.
What is Google Property Promotion Ads?
This is a new ad group that allows you to publish your hotel in a prominent position among Google’s search results. The privileged location of this advertising space makes it a unique showcase within Google Maps and Google Travel, since it increases the visibility of your hotel and favors the possibility of more reservations.
Unlike Google Hotel Ads, which is activated when a user searches for your hotel by name (and Google displays the My Business tab), Property Promotion Ads comes into play when the user searches for hotels in a destination (“hotel in Madrid” ) or by a concept (“hotel with spa in seville”) and the results, therefore, are many hotels and not just one.
These are users who are still in the hotel search process, and it allows you to position yourself and influence their decision-making. We are, therefore, one step above the funnel and the first time that, with the Hotel Ads platform, you have a showcase where you can access “new demand” from potential customers who do not know you.
To date, the almost only alternatives that hotels had to access new or incremental demand storefronts were through Ads, bidding for generic searches, the OTAs themselves or in the goals in features such as Tripadvisor Sponsored Placement.
Where are Property Promotion Ads ads displayed?
For now they are shown on Google Maps and Google Travel in both desktop and mobile versions.
In Google Maps, the click opens the Google Hotel Ads booking module showing only the advertiser’s price. Competitors’ prices remain hidden under a “see more prices” link.
In Google Travel, the first click directs the user to a new sponsored hotel landing called “Sponsored” within Google Hotel Search, which also facilitates access to the rest of the hotel information. Unlike Maps, only the prices of your website are shown here and not the OTA prices. There is no option to “see more prices” since they are in the “Prices” section. This makes it much more attractive and drives direct sales, since CTRs will be higher.
How many Ads are shown in Property Promotion Ads?
Two ads are displayed in the first two positions of the results on desktop.
On mobile, however, and in order not to occupy the entire screen with first-rate advertisements, the results appear interspersed, as we scroll down.
Appearance of PPA in Google Travel on mobile
How much does Property Promotion Ads cost? What bid models can I participate with?
Property Promotion Ads does not have a fixed price but works with a bid, in the same way that Google Ads and Hotel Ads do.
The participation models available are the same as in Hotel Ads:
- The traditional CPC or cost per click.
- Two systems based on commission, applicable at different times:
1. Commission (per conversion) or Pay per Conversion . An applicable, and payable, commission at the time of booking regardless of whether it is subsequently canceled. This model was previously called Google CPA, without more.
2. Commission (per stay) or Pay per Stay, previously called by Google GHACP (Google Hotel Ads Commission Program). A net commission of cancellations and payable after the client’s stay. The format most similar to an OTA commission.
In Promoted Hotels the first click did not cost, does this remain in PPA?
So is. The first click on the ad is free. You will only have a cost if the user clicks on one of your rates inside and you are in a CPC model. In the Commission (per conversion) or Commission (per stay) models, you will only have a cost if there is a transaction.
What is the most suitable model for my campaigns in Property Promotion Ads?
Hotels have always suffered to make profitable campaigns targeting these users who are higher in the funnel. And it is natural. A hotel or chain has a limited number of properties and the probability of one of those chosen by the user is very low. Hence, campaigns in the highest parts of the funnel have always been occupied by OTAs.
But Google introduces a bid model that is optimal for participating in these campaigns, which is the Commission (per stay), which is the classic post-stay commission and net of cancellations (assumed and well understood by all hotels). It is, without a doubt, the most recommended model, at least to start. If you want to optimize later, you will always have time to move to other models.
What are the differences between the new Property Promotion Ads and the old Promoted Hotels?
Do I have to have active campaigns in Hotel Ads to be able to bid on Property Promotion Ads?
No. You can bid on PPA without having a previous campaign on Google Hotel Ads. However, it is an unlikely scenario, since it is normal that you also have Hotel Ads campaigns active, so that you can be present both in the Planning phase (PPA) and in the Booking phase (GHA), within the conversion funnel.
Can I have different participation models in Google Hotel Ads and Property Promotion Ads?
Yes. Being different campaigns within Google Ads, you have total flexibility to choose the combination that best suits your needs: CPC for Hotel Ads and Commission (per stay) for PPA, both in CPC or the model you prefer.
Can I share a budget between Hotel Ads and PPA?
Yes, it is possible through the functionality of sharing budgets between different Google Ads campaigns. However, we advise you to handle them separately, since that way you can assign specific budgets to the different campaigns, based on objectives and results.
How do I activate a campaign in Property Promotion Ads? Is it available now?
It is available now. To activate it, you need a Hotel Ads provider that offers you this functionality. At Mirai, all our clients in Commission Program or GHACP (the new Commission per stay) are already active in Property Promotion Ads with the same commission model.
Can I do it from my Google Ads console? Or do I have to ask my Hotel Ads provider?
For now, in order to activate your Property Promotion Ads campaigns within Google Ads, they must be enabled by Google through a whitelisting process. For this reason, access to these campaigns must be managed by your Hotel Ads provider. This process is expected to be temporary and soon they can be activated directly from the Google Ads console.
Is Property Promotion Ads available in all markets?
It is available globally except at UK (google.co.uk) and France (google.fr) outlets.
Is Property Promotion Ads open for OTA too? Or is it just for the live show?
Property Promotion Ads is available both for hotels with its direct channel and for OTAs.
Like Google Ads, everything will end in an auction where the bid, the competitiveness of the offered price as well as the quality score will be taken into account. The good news is that being the hotel’s first source of information positively affects the quality score. By labeling Google the direct channel as “Official Site” it makes this entry implicitly more attractive than the rest by uploading a relevant indicator such as the CTR or click-through-rate. However, maintaining a high quality score goes much further and even being the direct channel you could have a very low value here.
How can I control the keywords to bid on?
You can not. If you have active campaigns in Property Promotion Ads, Google will consider your hotels as candidates to show the user. It will review the keywords that the user has searched for in your Google My Business file and hence the importance of having this information updated and as complete as possible.
It is a little frustrating not to have more tight control of the keywords to bid on and how much for each one (you might want to bid more aggressively for some keywords than for others), but it is not possible. It also seems that it makes sense for Google to do this, thus avoiding bids for services that your hotel does not really offer or destinations where your hotel is not.
Can I use all Ads bid multipliers in Property Promoted Ads?
All: by device, by location, day of the week, advance reservation, length of stay and user interaction with the calendar of dates. In this way, the flexibility offered by Google is maximum, thus covering a wide range of optimization possibilities.
How can I see the performance of Property Promotion Ads campaigns?
You will be able to see the results and main KPIs of a PPA campaign in the Google Ads console, in the same way that it happens with any GHA campaign. You will also be able to configure them to your liking, as well as operate with them.
Remember that with Promoted Hotels the data was not disaggregated from GHA, so it was practically impossible to know the performance of the ads. Now, with PPA, when configured as a separate campaign within Google Ads, we will have the ability to see and analyze performance independently.
Is Property Promotion Ads available for “Vacation Rentals”?
No. It is a product only available for now for hotels and the like (establishments that have fixed reception for example). It is not available for what Google calls vacation rentals or self-contained apartments.
Property Promotion Ads is a great opportunity for direct sale of hotels , since it allows you to gain visibility and gain access to new demand and, therefore, to more reservations. The flexibility that Google allows in the different bidding models, and especially the Commission (per stay) option, makes this new advertising space very attractive. In addition, it is a product that complements perfectly with Hotel Ads and Google Ads, giving you greater control of all the spaces where users move.
Not participating in Property Promotion Ads is a valid option, and what will happen is that this space will be occupied by another hotel, which will have the possibility of obtaining a client that would otherwise have been very difficult to capture. Once again, it is in your hands to take advantage of this opportunity. And with the Commission (per stay) model, it seems very reasonable to do so.