Exploring the Benefits of Metasearch Engines

December 20, 2023 by Danielle Allen

Hoteliers are turning to Metasearch as a pivotal tool in their digital marketing arsenal, primarily driven by the desire to boost direct bookings. Metasearch platforms aggregate hotel prices and availability, plus geographic location within their city or region, from various online travel agencies (OTAs) and hotel websites, presenting users with a comprehensive comparison. This visibility is invaluable for hoteliers as it allows them to showcase their rates directly to potential guests alongside those of third-party platforms. By optimizing their presence on Metasearch engines through strategic advertising and effective pricing strategies, hoteliers can enhance their visibility, build brand awareness, and ultimately drive more users to book directly through their own websites. This not only helps hotels establish a stronger relationship with guests but also reduces dependency on third-party channels, leading to increased profitability and control over the booking process.

In this blog post, we will dive into the reasons why using metasearch engines can be advantageous in our online search endeavors. For more information on metasearch engines, check out our previous blog.

Comprehensive Results: One of the primary advantages of metasearch engines is their ability to provide comprehensive search results. By simultaneously querying multiple search engines, metasearch engines aggregate and compile results from various sources into a single, unified list. This approach ensures that users receive a broader range of information from different search engines, increasing the chances of finding relevant and diverse content.

Enhanced Relevance: Metasearch engines aim to improve the relevance of search results by employing advanced algorithms and ranking techniques. By considering results from multiple search engines, these engines have the opportunity to leverage the strengths of each individual search engine and deliver the most relevant results to the user. This ability to analyze and rank results from different sources can significantly enhance the quality and precision of the search outcomes.

Time Efficiency: Metasearch engines can save users valuable time by eliminating the need to visit multiple search engines individually. Instead of conducting separate searches on various platforms, users can enter their query once and obtain results from multiple sources in a single interface. This streamlined process enhances efficiency, making metasearch engines an ideal choice for those who wish to save time and effort while conducting comprehensive online research.

Reduced Bias: Every search engine employs its own algorithms and methods to organize and prioritize search results. Unfortunately, this can sometimes lead to biased outcomes, where certain sources or perspectives are favored over others. By utilizing multiple search engines, metasearch engines mitigate the risk of bias by providing a broader range of results and reducing the reliance on a single algorithm or search provider. This impartiality is especially beneficial when conducting research or seeking balanced information on controversial or diverse topics.

Privacy and Anonymity: In an era where online privacy is a growing concern, metasearch engines offer an alternative for those seeking increased anonymity. Unlike some traditional search engines, which may track and store user data for targeted advertising or other purposes, metasearch engines often prioritize user privacy. By acting as an intermediary between the user and the search engines, metasearch engines can help preserve anonymity and protect personal information.

Metasearch engines present a compelling solution for individuals who desire comprehensive and unbiased search results while valuing their time and privacy. These engines leverage the collective power of multiple search providers, delivering a holistic approach to information retrieval. By utilizing metasearch engines, users can experience enhanced relevance, time efficiency, reduced bias, and greater privacy in their online search endeavors. As technology continues to evolve, metasearch engines are likely to play an increasingly important role in facilitating efficient and unbiased information discovery on the internet.
Want to continue the conversation about the benefits of metasearch engines? Reach out to our hotel metasearch experts at https://metadesk.pro/sign-up/ today.

End-Of-Year Marketing for Hotels and Resorts

December 6, 2023 by GCommerce Solutions and Maison 140

As the year comes to a close, hotels and resorts are presented with a unique opportunity to boost their bookings and revenue. With travelers planning their year-end getaways and holiday celebrations, it's crucial for establishments to optimize their marketing strategies. In this joint blog with Maison 140, we'll explore effective hotel marketing tactics to maximize end-of-year bookings for hotels and resorts.

Strategic Metasearch Advertising:

Leverage Metasearch Advertising to ensure your hotel appears prominently in search results. Optimize your listings with attractive visuals, compelling descriptions, and competitive pricing. Highlight any special holiday packages or promotions to capture the attention of potential guests.

SEO for Festive Keywords:

Enhance your website's visibility by incorporating festive keywords related to end-of-year holidays and celebrations. Create dedicated landing pages for holiday-themed packages and events, and ensure your website is mobile-friendly to accommodate travelers on various devices.

Eye-Catching Display Advertising:

Design visually appealing display ads that convey the festive spirit. Showcase your hotel's unique offerings, such as themed decorations, special events, or exclusive packages. Consider retargeting strategies to re-engage potential guests who have previously shown interest in your property.

Optimized Website Design:

Streamline the booking process on your website to make it user-friendly and efficient. Implement clear calls-to-action for special holiday packages, and ensure that your website reflects the warmth and joy of the holiday season through engaging visuals and content.

Paid Search Marketing for Seasonal Trends:

Conduct thorough keyword research to identify trending search terms during the year-end period. Craft compelling ad copy that emphasizes the unique experiences and amenities your hotel offers during this festive season.

Strategic Social Media Management:

Engage with your audience on social media platforms by sharing festive content, updates on special events, and behind-the-scenes glimpses of your hotel's holiday preparations. Encourage user-generated content by running holiday-themed contests and leveraging popular hashtags with your hotel’s marketing.

Harnessing the Power of GA4:

Utilize Google Analytics 4 to gain insights into user behavior and website performance. Monitor key metrics such as conversion rates, bounce rates, and page views to continuously refine your hotel’s marketing strategies. Identify successful campaigns and allocate resources accordingly.

As the year draws to a close, hotels and resorts have a prime opportunity to increase their bookings by implementing a comprehensive and festive marketing approach. By strategically combining Metasearch Advertising, SEO, Display Advertising, Website Design, Paid Search Marketing, Social Media Management, and GA4 services, establishments can create a compelling presence that resonates with potential guests at the end of the year. Embrace the spirit of the season and make your hotel the top choice for unforgettable year-end experiences.

About Maison 140

The Maison 140 is a beautiful boutique hotel in Beverly Hills, just steps away from exclusive Rodeo Drive, making it easy to shop at the most luxurious boutiques and designer brands. When staying at Maison 140, You'll find yourself in awe of fashion while you shop at Burberry, Prada, and Chanel. Yet, surprisingly practical shopping is also in our neighborhood when you drop in at Banana Republic, GStar, and Anthropologie. A picturesque drive west takes you to Santa Monica, Venice, and other beach cities. The hillside you see headed east takes you to all the well-known and hidden nightlife destinations gems like The Mint on Pico, to world-famous The Abbey of West Hollywood, and Boardner’s, a legendary hangout since 1942 to Whiskey a Go Go in Hollywood proper. Do ask their Beverly Hills hotel guest services team about many other hot spots and hideaways throughout your stay. You can also enjoy free access to the pool at their sister property, Mosaic Hotel, just a few steps away.

The Maison 140 is now running a Beverly Hills Year-End Offer of 20% off the Best Available Rate. This is a limited-time offer, subject to availability and with qualifying stay dates as early as today through December 2024! Book now!

How To Maximize Google Analytics 4 (GA4) For Your Hotel

December 4, 2023 by Danielle Allen

In the ever-evolving landscape of the hotel industry, it is crucial for hoteliers to embrace data analytics to stay competitive and maximize their business potential. Google Analytics 4 (GA4) provides a powerful platform for hotels to gain valuable insights, optimize marketing strategies, and enhance the guest experience. We will explore effective ways to maximize your hotel's GA4 implementation, enabling you to make data-driven decisions, improve operational efficiency, and drive revenue growth.

1. Set Up GA4 for Hotel-Specific Metrics

While GA4 provides a standard setup for website tracking, it is essential to configure it to capture hotel-specific metrics. Identify the key performance indicators (KPIs) that are vital to your hotel's success, such as room bookings, revenue per available room (RevPAR), average daily rate (ADR), and conversion rates. Create custom events and goals within GA4 to track these metrics accurately, allowing you to measure your hotel's performance effectively.

2. Utilize GA4 Enhanced Measurement for Seamless Tracking

Take advantage of GA4's enhanced measurement feature to automate the tracking of important user interactions on your hotel's website. Enhanced measurement allows you to capture events such as outbound clicks, scroll depth, site search, and video engagement without manual configuration. This saves time and effort, ensuring comprehensive data collection for a deeper understanding of user behavior and preferences.

3. Monitor User Journeys with Google Analytics 4’s User Explorer

User Explorer is a powerful feature in GA4 that provides detailed insights into individual user journeys on your hotel's website. By analyzing specific user interactions, you can identify patterns, pain points, and opportunities for improvement. Understanding how guests navigate your website, from initial engagement to booking, allows you to optimize the user experience, streamline the booking process, and enhance guest satisfaction.

4. Leverage GA4’s Audience Insights for Targeted Marketing

GA4's audience insights feature offers a wealth of information about your hotel's website visitors. Utilize demographic data, interests, and affinities to create detailed guest profiles. This knowledge enables you to segment your audience effectively and tailor marketing campaigns to specific guest personas. By delivering personalized messaging and offers, you can improve engagement, increase conversions, and foster guest loyalty.

5. Analyze On-Site Behavior with Google Analytics 4 Behavior Flow

Behavior Flow in GA4 visualizes the path users take on your hotel's website, providing valuable insights into their behavior and preferences. This tool allows you to identify popular entry and exit points, the most engaging pages, and potential drop-off points in the booking process. By understanding user behavior, you can optimize website navigation, content placement, and calls-to-action to drive conversions and improve the overall guest experience.

6. Create Custom GA4 Reports for Actionable Insights

GA4's customizable reporting features empower hoteliers to create custom reports tailored to their specific needs. Identify the metrics and dimensions that matter most to your hotel's operations and marketing efforts. Create reports that provide actionable insights on revenue, channel performance, campaign effectiveness, and guest behavior. Regularly review these reports to make informed decisions, optimize strategies, and drive revenue growth.

7. Integrate GA4 with Other Tools for Comprehensive Analysis

Integrating Google Analytics 4 (GA4) with a Property Management System (PMS) is a valuable way for hotels to gain insights into their website's performance and guest behavior.

To integrate Google Analytics 4 (GA4) with a Property Management System for hotels, follow these steps: First, ensure administrative access to both GA4 and the PMS. Create a GA4 property for the hotel's website and obtain the Measurement ID. Check if the PMS offers direct GA4 integration or use Google Tag Manager (GTM) if not. Define important events and conversions, configuring them in GA4. Consider a data layer if using GTM. Test and validate the integration, and create custom reports and dashboards for monitoring key metrics. Continuously monitor GA4 data for insights and compliance with data privacy regulations. Lastly, provide training and support for your team or hotel staff in GA4 data analysis and reporting.

Maximizing your hotel's GA4 implementation is essential to leverage the power of data analytics and drive success in the highly competitive hospitality industry. By setting up GA4 with hotel-specific metrics, utilizing enhanced measurement, monitoring user journeys, leveraging audience insights, analyzing on-site behavior, creating custom reports, and integrating with other tools, hoteliers can gain valuable insights, optimize operations, and implement targeted marketing strategies. Embrace the power of GA4, and let data guide your hotel to new heights of success.

How To Maximize Your Google Hotel Ad Metasearch Production

November 28, 2023 by Moses Centeno

Whether you’re a seasoned hotelier or just getting started in hotel marketing, chances are you understand metasearch, OTAs, and the importance of direct bookings when it comes to maximizing your hotel’s revenue. If this sounds foreign to you, then I recommend you read our blog on what is a hotel metasearch engine.

Optimizing Your Google Hotel Ad Strategy

The metasearch auction allows your hotel to compete directly with OTAs with a price-by-price comparison when a user completes a branded hotel search. Your Google hotel ad strategy should involve optimizing your Google Business Profile, analyzing and reacting to key performance indicators like impression data, and an understanding of the variables that can impact your click-through and conversion rates. I’ll touch more on these strategies below.

Impression Share Data & Metasearch Production

Impression share metrics are a few of the KPIs to analyze when considering if you have room to grow monthly production from your hotel ad campaign. An important thing to remember is that hotel ads are very much at the bottom of the conversion funnel. Users who enter your booking flow via metasearch are users who have discovered your brand, conducted their research, and have decided to go through with booking your hotel. Analyzing these metrics from this perspective will make the most out of your optimizations.

Within the scope of metasearch, the following metrics can be viewed as the beginning of the customer journey.

Eligible Impression - The total number of opportunities that your Hotel ad was eligible to show (i.e., entered the auction) based on the targeting criteria over the specified time period.

Impression - How often is your ad shown? An impression is counted each time your ad is shown on a search result page or other site on the Google Network.

Impression Share - Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.

If your Google hotel ad campaign is experiencing a low number of impressions, several factors may be at play, including aspects related to your Google Business Profile, pricing model, or inventory-related issues. For example, if you’re dealing with low impressions, improving your photographic assets on your Google Business Profile could help. Be sure to showcase your property's best amenities and demand drivers.

And if your pricing is substantially higher than your competitors, that can also discourage clicks and impressions.

Lastly, if your hotel is consistently out of parity with the OTAs, and the ad price doesn’t match the booking price, otherwise known as a price accuracy discrepancy, your hotel listing can be penalized by Google and suppressed within market searches relevant to your property.

If your hotel is struggling with a low impression share, that means potential guests are clicking through to your metasearch listing but the ad for your “Official Website” isn’t present. The issue here is that several OTA listings for your property will be served to the potential guest. Most likely this is caused by one of two issues; 1) You’re sold out, in which case you may want to ensure you black out those dates with your OTA listings, or 2) You ran out of budget. Increasing budget can be an easy way to increase your impression share percentage and direct bookings.

Optimizing Your Click-Through Rates

Both click-through and conversion rates are very telling KPIs when it comes to analyzing the state of your hotel's booking flow.

Click-Through Rate - The percentage of users who have clicked on your ad divided by the impressions your ad has received

Conversion Rate - The percentage of conversions divided by the number of interactions

A low click-through rate can indicate a number of things to be looked at further, but generally, an incomplete or inaccurate Google Business Profile, price competitiveness issues, insufficient ad callouts, or a low position in the auction will have the largest impact on your CTR.

A well-optimized Google Business Profile should list all possible amenities and features relevant to your property, as well as high-quality imagery displayed at the profile level. If your property has a member rate available, then we highly recommend that you channel your member rates to your metasearch channel and work with your connectivity partner to set up slash-through pricing. This allows you to be in compliance while offering a better price than OTAs and showcasing it with a single slash. This subtle change has been known to improve CTRs.

Another technique to increase CTR is by creating ad callouts that resonate with the users viewing your hotel ad. Rate or promo-driven ad callouts have historically performed best.

Analyzing your Google hotel ad’s meet/beat/lose data is also a powerful tool to understand the causes for a low CTR. These competitive metrics will tell you the percentage that your hotel ad had served a rate that was in or out of parity, or more simply put, how often OTAs served a rate more competitive than yours. If your hotel is consistently serving a rate that is higher than the OTAs, your CTR will certainly suffer. On the other end, if your property is experiencing price accuracy discrepancies, you’ll have a poor conversion rate because users are bouncing when they don’t find the price that originally caught their attention in the auction.

If your CTR is abnormally low, and your beat percentage is healthy, then you should look at your Google Business Profile, pricing model, parity discrepancies, or connectivity issues between your metasearch partner and your Google Business Profile.

Optimizing Your Conversion Rates With A Positive User Experience

Within the scope of metasearch, a low conversion rate usually indicates an issue in the booking flow experience. Ask yourself, does the user land within a checkout flow? Are there unnecessary pop-ups or scrolling needed to find the hotel room the user was interested in? Does the price in the metasearch auction match what is found in the booking engine, does your booking flow provide the user with a positive experience? A poor user experience will lead to users bouncing to the next available booking option, thus, a low conversion rate.

Google grades each property based on its ability to provide its users with a positive user experience, and one way of doing so is by measuring the advertiser's ability to remain compliant with their pricing policies. If your property is constantly fighting to stay compliant with Google’s Price Accuracy Policy, then over time you’ll receive a poor score that negatively impacts your auction positioning, advertising cost, and free booking link placement. Ensuring your property remains compliant with Google's policies is key to competing with OTAs in the metasearch auction and generating direct bookings.

Users are expecting to complete a purchase when they click through from your hotel ad. Things such as strange or conflicting rates or promotions, confusing acronyms, a plethora of rate options, and so forth all lead to a poor user experience. Users will bounce from the slightest confusion or inconvenience.

Is your property struggling to compete with OTAs in the metasearch auction? Reach out to us today, and we’ll get you on track.

What Is Google’s Performance Max?

November 20, 2023 by Alex Horrocks, Alex Scharpf and Matt Centeno

You’ve heard of Paid Search, and you’ve heard of Display. But what about Performance Max? Performance Max was introduced to Google Ads somewhat recently and only rolled out worldwide in 2021. Google claims that Performance Max campaigns can “drive more conversions across all Google Ads inventory,” but what does that really mean? Are there any drawbacks of using this campaign type?

We dove into Google’s Performance Max to find the answers, so you don’t have to. Read on to see what we discovered.

Introducing Google’s Performance Max

Performance Max allows you to span marketing efforts across all of Google's marketing channels, making it an appealing choice for businesses who could benefit from a broad marketing bandwidth.

For Performance Max to work, you must provide some assets (headlines, descriptions, images, videos, etc.), then Google automatically creates ads based on the assets you provide. You can further refine Performance Max campaigns by providing input on audience targeting, based on information from your customer database. This fine-tuning process helps direct your campaigns towards a more optimal way to engage with your ideal guests.

After providing initial assets and audience data, your Performance Max campaigns are then eligible to run across all of Google’s inventory, which is a big differentiator from other Google campaign types. Google’s inventory & placements include Search, Display, YouTube, Gmail, and Discovery campaigns. The extensive placement significantly boosts your campaign's range, making it more effective in reaching prospective guests.

If you’re looking for a more hands off and more automated advertising approach, exploring Performance Max campaigns is a great option. It’s essential, however, to weigh the advantages and drawbacks to make an informed decision. Let's explore the key pros and cons of using Performance Max, providing you with a comprehensive understanding of this dynamic advertising strategy.

Pros And Cons Of Google Performance Max Campaigns

Now that you know what Performance Max campaigns are and how they work, it’s time to decide if you should use them. There are a number of benefits to the campaign, but they can also cause some problems in certain cases. Here are some of the highlights.

Pro - Reach

Performance Max enables businesses to consistently reach customers across all of Google's ad channels, which is ideal for effectively reaching customers with complex booking journeys. Consumers have increasing expectations and studies have shown that 87% of consumers want more cross-channel experiences, so it is important to show up in times where these interactions matter most.

Pro - Individualization

With the use of machine learning, a subset of artificial intelligence, Performance Max is able to create individualized marketing funnels based on the individual needs of each prospect. It does this by building deep data profiles on each user, to track and measure their interactions to most effectively reach and engage with prospects.

Pro - Unique Approach

Google has opened up a door to new settings that are not available with other campaign types. Performance Max can optimize towards exclusively new customers, or new and existing customers, but bids higher on new ones. This enables businesses to approach their market in two distinct ways.

The first is to capture an entirely new market, who has not yet engaged with your brand. This approach will not offer an immediate ROI, but can cultivate a larger market share reach for your brand and may ultimately lead to a higher return in the long run.

The second option is to bid on both new and existing customers, but to bid higher on new. This allows you to identify new customers for your brand, while also engaging with your brand-aware market in a new way, which can be vital for keeping your hotel top of mind when it is time to book.

Pro - Machine Learning

Since Performance Max leverages machine learning, it can identify and capture unseen markets that are not as apparent through its deep data learning models. This means that Performance Max can enable businesses to reach new markets that resonate with their brand.

Con - Budget

Because Performance Max campaigns serve ads across so many channels, the cost of this campaign type can get pretty high compared to others such as Search. You’ll need a fair amount of budget to cover all of the included channels, and this budget will need to be consistent for a few months until the campaign has time to ramp up and generate a healthy return.

Con - Reporting

Data for Performance Max campaigns is very limited compared to other campaign types you may be familiar with. Most metrics are available only at the campaign level, with no breakdown based on advertising channel, audience, or other common segments. Even data on ad copy is missing, with each asset only getting a rating of “Low” to “Best” when compared to other assets in the campaign.

Con - Control

Since Performance Max campaigns are designed to maximize conversions across Google Ads, there’s very little control over this campaign type. You can not choose which channels your ads will display on, audience signals only train the algorithm and don’t give you targeting options, and bid modifiers are limited. Performance Max is an all-or-nothing campaign, and you must have an overwhelming amount of trust in Google to serve your ads efficiently.

Con - Ad Overlap

Finally, Performance Max could have a negative impact on your existing Google Ads campaigns. Google prioritizes Performance Max in almost every case, the only exception being Search campaigns where exact match keywords rank higher than your Performance Max ads. This means that existing phrase match keywords, Display campaigns, Video campaigns, and Shopping campaigns may be eclipsed by Performance Max and see less traffic in the long run.

Should I Use Google’s Performance Max?

There’s really no right answer, since the effectiveness of Performance Max can vary depending on your marketing goals, existing Google Ads account data, and other factors. If you already have a strong brand, with high-performing ads in other campaign types, then Performance Max may end up hurting more than helping. However, if you’re seeing lackluster marketing performance, or want to generate more awareness for a brand with little recognition, Performance Max could be a great way to elevate your marketing efforts.

If you need help deciding if this campaign is for you, or just want more information on Performance Max campaigns, feel free to reach out using the information below.

8 Holiday Marketing Tips For Hotels

November 9, 2023 by Kristina Weber

With the holidays quickly approaching, it’s that time of year again to focus on your marketing, offers, services, and extras you will provide to potential customers. It’s easy to get stuck when trying to figure out new marketing strategies to stand out. We have a few ideas for you that could enhance your marketing game this holiday season. Here are 8 quick tips to keep in mind to boost your marketing efforts:

Create a Content Calendar - A content calendar can help you stay organized and plan posts, emails, and ads in advance so you don't fall behind. Every year, it seems the holidays, Black Friday, and Cyber Monday sneak up on us. Utilize a calendar to stay ahead of the game!

Leverage Email Marketing - Segment your email list and send personalized holiday offer emails. A/B test two different emails and engage customers with different subject lines, imagery, or various offers. This will help you understand your customers better and determine what makes them open your emails, engage, and convert.

Optimize Your Website - Include special holiday-themed banners, graphics, and landing pages. Make your promotions stand out for potential customers to take advantage of the holiday offers. Ensure your website is mobile-friendly for a seamless experience.

Offer Special Promotions - Black Friday, Cyber Monday, and the holidays are just around the corner. Customers are on the lookout for special deals that can save them money. Consider limited-time offers or flash sales for quick action.

Use Social Media Strategically - Create engaging and shareable holiday content. Promote your special offers in a creative way that leaves a lasting impression on people about your hotel and its offerings. Utilize reels, Instagram Stories, and videos to showcase your hotel, amenities, onsite dining, and local attractions. Be creative!

Use User-Generated Content - Encourage customers to share their experiences and pictures at your hotel on social media. This provides great coverage for your hotel and showcases real people's experiences. It will help others decide to stay at your hotel during the holidays. Ensure it's high-quality content that engages users.

Implement Influencer Marketing - Collaborate with relevant influencers to promote your special offers at your hotel. Influencers can create authentic content that resonates with their followers and can be an effective way to increase awareness of your hotel among a wider audience.

Optimize For Local SEO- Update your Google My Business listing with holiday hours and promotions. Use location based keywords to attract potential customers to your hotel or onsite restaurant.

As the holiday season draws near, it's crucial to rev up your marketing efforts and take the opportunity to connect with potential customers. Standing out in the crowd can be a challenge, but with the right strategies in place, you can make a significant impact. From creating a well-organized content calendar to leveraging the power of influencer marketing, there are numerous ways to enhance your marketing game this holiday season.

Remember, the key is to stay proactive, adapt to the changing landscape, and engage your audience in creative and meaningful ways. By implementing these eight tips, you can not only boost your marketing efforts but also create lasting impressions and build strong connections with your customers. Let GCommerce help you with your marketing efforts to achieve your goals this holiday season.