Over the past several years, hotel advertising on Google has become increasingly complex, due to changes instituted by Google itself, changes in travel consumer planning behavior, and advancements in technology. Here are just a few of these developments:
- Desktop: By removing the right rail on desktop searches, Google decreased advertising “real estate” by 67%. This change has resulted in increased competition (i.e., there are four ad spots now, whereas before there were 11) and higher CPCs, which means that the same budget yields less clicks at a higher cost per click. Fewer clicks mean fewer bookings.
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