today…

Google metasearch ads.

Hospitality marketers are familiar with Google Search Ads.

Branded search ads that:

And non-branded search ads like:

These traditional search ads

Helps show up in relevant Google searches.

It’s easy?

Well, metasearch is no exception. They too can be divided into branded and non-branded searches.

for example:

Searching for branded keywords will result in branded metasearch ads that look like this:

Non-branded metasearch ads will appear when you search for non-branded keywords, as follows:

Which tool should I use and when?

First, determine your business goals.

Branded metasearch ads help customers book through your hotel website.

This will save you the cost of OTA fees.

If your business goal is to shift shares and increase direct bookings,

Branded metasearch ads are a must-have item in your media plan.

What about non-brand metasearch ads?

These will help introduce your property to new customers.

A customer with a specific destination.

I haven’t decided on a hotel yet.

See…

Sweet spot!

When your business goal is to acquire new customers.

Consider leveraging off-brand metasearch ads to introduce your property to customers who are actively buying hotels in their destination.

Flashback

Are you aligning your metasearch strategy with very clear business goals?

About the tambourine

Tambourine is an award-winning digital marketing company that has been driving demand, revenue and brand awareness in the hospitality industry since 1984. The company continues to disrupt the industry with custom integrated marketing solutions for hotels, resorts and destinations around the world. Tambourine’s rise as a market leader in both branded and independent hotels has made it easier and more profitable for valued partners to put customer service at the heart of it, setting the standard for hotel website design. It is a testament to its core values, such as doing performance digital marketing. For more information, visit tambourine.com.

Thomas McDermott
Vice President of Corporate Marketing
+1 954 975 2220
tambourine