Thanks for tuning into the final post in this three – part blog series! In case you’ve missed the first two articles, take a moment to learn more about micro-moments and some marketing tactics to incorporate micro-moments into your digital strategy.
In this post, we’re going to discuss some additional solutions you can consider that can give you more influence in Google searches, in addition to your current SEO efforts.
What you’ll see below are a few examples of searches done from different devices on Google. You’ll notice that as the viewport (or device) gets smaller, the content and action items are optimized for users to find what they need and how to act, per their intent for their micro-moment. Google makes it very easy to filter your results based on customer ratings, real-time price, and amenities for locations that are available for the dates the traveler is looking to visit. It even gives the user the option to link out to those properties to find more information, or book direct (based on promotional pricing or reward opportunities).
[ Desktop View – Source: Google Search ]
[ Tablet View – Source: Google Search ]
[ Mobile View – Source: Google Search ]
Partner Up with Google Hotel Ads
If you haven’t already, try searching for your destination property and see if you show up in a similar format. If you’re not showing up, you may want to review an opportunity to get involved with Google Hotel Ads. Google partners with many Property Management Software (PMS) companies that can help you get started. This is how Google displays dynamic, real-time pricing listed directly from OTAs and hotels, as well as giving you the option to add “perks” like price discounts or points for a loyalty program to incentivize users to book direct. If you’re interested in talking with your PMS partner, here are a few questions you’ll want to ask:
- How am I currently represented on the web when people search?
- Where can I improve?
- What are the ideal bids compared to my competitors?
- Are my brands representing me?
In case you’re like the many businesses out there who have tight budgets and not much room to add more advertising, here are some things you can consider that can be more cost effective:
- Optimize your SEO – when you show up organically, ads will help amplify your results
- Optimize your Google Places
- Add keyword descriptions in your hotels
- Update your pictures
- Update your amenities
- Add your social media channels
- Respond to reviews on Yelp! and TripAdvisor – whether they’re good or bad, show your users that you’re very attentive to your guests needs, as well as shows activity in your Yelp! and TripAdvisor accounts
- Provide the ability to book direct from your site, if you’re not already
- Make sure it’s easy to book, with good user-experience kept top of mind, especially for mobile devices
Rake in the ROI
When you put mobile as a priority and optimize your site and booking process for users, you’ll see great results. For example, Hilton Worldwide saw a 45% higher conversation in bookings, as well as 12% stronger ROI in their digital marketing. Premier Inn also saw some great success; they received a 40% growth in customer bookings, and 60% lower cost acquisition. Another success story is La Quinta.
As you can see, it’s all about making it a smooth process for people to act on their intentions during their micro-moments. They’re also more likely to return, remembering how easy the experience was to book when they were ready, resulting in returning business and long-term customer loyalty.
One final thing I want to bring up before summarizing the series is a recent offering Google has created called Google Trips. I’ve included a promotional video below, but basically this allows travelers to book and plan their trips in advance. In this way they can have their hotel, dining plans, excursions, and maps ready to go ahead of time, without the need for data. This can be especially helpful for international travelers.
That’s all I have on Micro-moments for now! Stay tuned in our blog for updates on behavioral trends, as well as tips and best practices to keep on top of your digital marketing game. Thanks for reading!