July 2020 Marketing Month in Review
1. Expedia Travel Ads Credit Program
Expedia has launched a new Travel Ads Hotel Recovery Program to encourage hotels to re-launch campaigns on Expedia’s Travel Ads program. Hotels who have advertised through the program during 2019 or earlier in 2020 are eligible to receive a credit equal to 20% on top of their initial qualifying deposit. Learn more about the program here.
2. Google Ads Image Extensions Beta
Earlier this summer, Google announced that they were sunsetting the Gallery Ads format. The format was first announced in 2019 at Google Marketing Live and will be replaced by the launch of Image extensions. Image extensions are officially in beta and starting to roll out to some accounts for testing. These ad extensions allow you to feature images alongside your text ads directly in the search results.
The implications for improved CTR and performance could be dramatic for hotels and other industries. We’ll be testing these within client accounts that are eligible for the beta test.
3. Facebook LDU enabled until July 31st
Facebook’s transition period for LDU is set to expire at the end of July. Once this transition period is over, LDU will be disabled unless you update your settings and pixel to comply. Learn more about Facebook’s LDU setting and what it means for your hotel’s CCPA compliance here.
4. Google Keyword Planner Forecasts Are Updated Daily
This turbulent time in markets across the country makes forecasting and planning even more difficult. The situation and consumer sentiment is changing constantly. Google Ads Keyword Planner, which is used by many across the SEM industry for keyword research and account planning has noted that “data from past 7-10 days to take into account any impact of market changes during this time period”.
This allows us to better understand current search volume trends and interests for key phrases related to our clients in addition to monitoring Google Trends.
5. GCommerce Partners With R + D to provide wholesale acquisition of facemasks for hotels & brands
GCommerce has partnered with R + D Retail Group to provide wholesale, branded facemasks for hotels and brands. R + D’s reusable face-coverings are the embodiment of style, sophistication, and comfort and offer a superior solution for your business’ need for a facemask solution. R + D facemasks are crafted out of lightweight non-woven material, provide comfort and fit for extended all-day use and offer effortless breathability. Brands including Wynn Resort, Hotel & Casino, Hotel Figueroa, and The D Casino & Hotel have already taken advantage of their functional and stylish, custom facemasks.
6. Google Announces Upgraded GMB profiles
Google has launched a new experiment with an upgraded Google My Business profile option targeted solely at local service providers including cleaning companies, plumbers, lawyers, and more. The cost to participate is $50/month and features a Google Guaranteed badge on participating businesses’ business profile. Currently, only certain types of businesses are eligible and must meet certain requirements. Although it’s only available for local service providers as an experiment right now, it opens up the larger question of future monetization of Google My Business across other industries.
Photo credit: SearchEngineLand