Looking to bid on your keywords and keep the OTAs at bay? Odysys will setup and manage your Google Ads (previously called "AdWords") and/or Bing Ads PPC campaigns. This includes account creation, ad copy, management, and reporting.
Costs for Each Program (Google Ads or Bing Ads)
Monthly Management: $149 (6 month minimum commitment) + Advertising Budget ($150 to $999*/month)
- For ad budgets of $1,000+, we will provide a custom management quote.
- A la carte pricing shown above. Ads services are also available as part of one of our "Subscription Bundles". See the Odysys pricing page for more.
Please Note! Odysys also offers Google Hotel Ads, which is a different program with its own costs. It is very powerful in conjunction with Google Ads, and is also available a la carte or via one of our subscription bundles. More information about Google Hotel Ads by Odysys.
Who is Google or Bing Ads for?
When done correctly, Google Ads or Bing Ads works well for nearly any property in terms of driving targeted traffic and direct bookings. It is especially effective if you are using OTA programs (Expedia, booking.com, etc.) because of the increased competition that those programs generate for direct bookings at your property.
Bing Ads are recommended for properties that are already taking advantage of Google Ads. Bing Ads are generally much less competitive and are relatively inexpensive and therefore they can generate a very high return on investment. However, the overall volume of searches and clicks tends to be lower. It is a good way to drive down the overall cost per booking of your advertising programs, and Bing Ads works quite well for traditional B&B's where the average customer skews a bit older.
How much do I need to budget for my advertising/click spend?
Most customers typically start out with a monthly budget of $150-$200, but our team will make a recommendation for a starting budget. We will also recommend increases or decreases in budget over time that will improve performance.
How does it work? What can I expect?
Once you sign up, our team will have a brief onboarding discussion with you to go over the process and confirm details with respect to budget, targeting, ad copy, keywords etc. We will also gain access to your Google Ads and/or Bing Ads account if you already have one, and answer any questions.
Our team will then create or update your Google Ads and/or Bing Ads accounts, campaigns, ad groups, keywords, ad copy, ad extensions, targeting options, etc. We will also update your analytics and conversion tracking or, if you're using a 3rd party booking engine we will walk you through any needed steps.
We will also link your Google My Business page to your Google Ads account and create location extensions to show Local Search Ads on both Google and Google Maps when people are searching for your local business.
Once the campaign is live, we will then provide regular reporting, make occasional budget recommendations based on performance, and be available for phone calls as needed.
What if I already have a Google Ads or Bing Ads campaign or Account?
No problem! Our team will walk you through a simple procedure to grant us access to your account (do not share your username/password with us).
What if I tried Google Ads or Bing Ads before and it didn't work?
Give our team a shot at it. Google Ads and Bing Ads are actually pretty tough to do well. It takes a specialist that is knowledgeable about best practices and has experience in setting up and managing campaigns for results. The Odysys team has over 10 years of experience managing Google Ads and Bing Ads campaigns for clients with ad spends varying from $100/month up to over $2 million/month.
Can I tell if your Ads campaign is driving bookings?
Yes. Our team will set up your Google Analytics & Google Ads/Bing Ads conversion tracking so that you can see how many bookings your ads are driving compared to other marketing channels.
How do I get started?
Just let us know you'd like to get started via chat or emailing firstname.lastname@example.org.
What if I want/need to cancel?
Just notify us and we will wind your campaign down after your 6 month minimum term has been reached. If your campaign has been running for more than 6 months, we will wind it down upon request.
More Information / Examples
Google Ads is effective for most properties, although there are always exceptions. You can see why when you really take a look at what is happening on search engine results pages. A similar scenario plays out in Bing.
See our blog post: Why You Should Bid On Your B&B or Hotel Brand Name in Search Engines
For example - look at how much search engine page real estate is dedicated to either ads or to competition for direct bookings (red)
The issue is even more pronounced on mobile search results pages
In this example - you can see how the property's ad (green) at least helps them compete at the top of the page. There is more overall real estate for their property and more opportunity for a direct booking.
And Google Ads makes them more competitive on mobile search results pages.
Then of course - using Google Ads to compete on 'category' keyword searches like this one help increase this property's chances of getting a click.
Between the map listing for this business (which we can help with as well - see our local business listing service), and the Google Ad, this business has a much greater chance of getting the searcher to visit their site.
Once you get someone to your site - you have a better chance of getting a direct booking. You can increase those chances by adding our Reservation Recapture program to re-target those site visitors.