Armin Gögele, last updated on March 14, 2023
An ad group is an essential element in Google Ads and is used to structure advertising campaigns in hotel marketing. It includes one or more individual ads that are grouped thematically or by the type of offers or products advertised. Ads within an ad group are combined with matching keywords assigned to all ads in that group. In terms of hotel marketing, ad groups can be used effectively to deliver targeted advertising messages to potential guests.
Structuring ad groups in hotel marketing
An ad group enables targeted structuring of advertising campaigns. It allows hotels to bundle thematically related ads and matching keywords into one group. Within an ad group, different text ads can be created, which are combined with the associated keywords. There are three main categories for assigning keywords to ad groups:
- Exact match keywords: these keywords trigger ads when users' search queries match the keyword exactly. For example, the ad for the keyword "luxury hotel in Berlin" will only be served if someone enters this exact term in the search engine.
- Widest match keywords: These keywords allow for a broader reach by taking into account similar search queries. For example, the ad for the broadly matching keyword "luxury hotel Berlin" can also be placed for search queries such as "top hotels in Berlin" or "exclusive accommodations in Berlin".
- Matching word groups: Keywords as matching word groups include several words that must occur in a specific order. The ad is triggered when the search query contains a word group. For example, the ad for the matching word group "Berlin luxury hotel" is displayed for search queries such as "luxury hotel in Berlin" or "cheap Berlin luxury hotel".