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Glossary overview

Google Ads

Armin Gögele, last updated on July 20, 2023


Google Ads is a service developed by the American technology company Google LLC. It allows advertisers to place online advertising and perform search engine advertising. Text ads that appear next to, above, and below the organic search hits, encourage users to click on a link redirecting them to websites or landing pages. The main idea behind Google Ads is to automatically display advertising that matches the searched keyword and to deliver targeted ads.


Advertisers can select the keywords for which their Google Ads are being displayed to a specific audience and they can also exclude keywords so the ads do not show for these search queries. During a campaign, the ads can be edited and adapted to the campaign goals. Google Ads is a pay-per-click advertising system, which means that the advertiser pays Google when the ad is clicked. This system can also be used outside of the search engine, on the Google Advertising Network.


Advantages of Google Ads in Hotel Marketing

  • Targeted Reach: Hotels can present their ads specifically to those searching for their offerings by defining relevant keywords and target audiences.
  • Flexible Budgeting: Hotels can set and adjust the budget for their Google Ads campaigns as needed.
  • Measurable Results: Google Ads provides detailed reports and analytics, allowing hotels to closely track and optimize the success of their campaigns.
  • Flexible Ad Formats: In addition to text ads, Google Ads supports visually appealing ad formats such as image ads, video ads, or interactive ads.

The most important questions about Google Ads

How to start working with Google Ads?

To use Google Ads, a Google Ads account is created, campaign goals are defined and keyword research is conducted. Then, appealing ads and ad groups are created, budget and bids are set, geographic targeting and timing are chosen, and landing pages are optimized. Campaigns are launched, their performance is monitored and they are continuously adjusted to deliver targeted and effective ads that attract more guests to the hotel and increase bookings.

How can the effectiveness of Google Ads campaigns be measured?

Google Ads offers comprehensive analytics tools that hotels can use to measure the success of their campaigns. These include click-through rate, conversion rate, cost-per-click and ROI. The data can be used to make necessary optimisations.

How can the performance of ads be improved?

The optimisation of ads is based on continuous testing and adjustments. Different ad variations can be created to determine the most effective ones. A/B testing and analysis of performance metrics help optimise ads and achieve better results.

How much do Google Ads cost?

The cost of Google Ads varies depending on the bids set, the daily budget and the competition for the keywords used. Google Ads operates on a pay-per-click basis, meaning advertisers only pay when someone clicks on their ad. There is no minimum spend and the budget can be set flexibly.