ppc - pay per click

Google Ads recently unveiled a host of updates to help marketers stay abreast of new features for PPC ads in 2024 and leverage AI for guest acquisition. Independent boutique hotels won’t need to allocate as many resources to marketing, thanks to new time-saving features for creating, measuring, testing, and deploying ads.

NB: This is an article from Travelboom

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Combining trends in search engine optimization and best practices for paid search creates opportunities to capture valuable real estate on search engine results pages (SERPs), as well as economically boost brand visibility and bookings.

What Are Some New Features for PPC Ads in 2024?

If you’re ready to step up your PPC strategy, we’ve highlighted some of the tools and tactics changing hospitality marketing in 2024.

1. Enhanced AI and Automation  

Google Ads trends for 2024 are centered around AI-powered tools that optimize campaigns and generate data. When small business advertisers lean on technology to create custom reports and automate tasks, they can target customers more effectively. Leaving AI to watch for trends in Google Ads performance leads to smarter PPC bidding strategies without adding to your workload. The improved decision-making and intuitive campaign adjustments ensure the hotel’s cost-per-click marketing is beneficial and cost-effective. 

2. Increased Brand Visibility

Ads will be easier to create thanks to AI, and branding will begin showing up in more places. Google Ads recently improved its Web to App Connect feature; this update allows Google Hotel Ads to route potential guests from the SERPs directly to any page on the hotel’s app to showcase the brand or amenities. Search ads will also earn more prominent placement in the AI Overview section. This connects people researching travel or destinations with your hotel before they scroll to see other options. Property Promotion Ads, once reserved for the desktop version of Google Maps, will expand to Android and iPhone apps in 2024.

Read the full article at Travelboom