Hilton recently turned to Google Hotel Ads to help drive leads and fuel bookings, improving its conversion rate by 45 percent and seeing a 12-percent increase in overall ROI.
Hotel Ads appear on all Google properties where travelers may search for a hotel, including Search, Maps and Google+, and on all devices. Once travelers select a property, they can proceed directly to the advertiser's website to complete the booking.
Hotel Ads complement other search ads that target travelers throughout the purchase journey by appearing to travelers who are closer to booking a hotel. Compared to traditional search ads, Hilton has seen conversion rates increase by 45 percent and ROI by 12 percent.
"Having full integration enables us to flex participation by hotel, based on need periods and market conditions," saidDustin Bomar, VP, digital acquisition, Hilton Worldwide.