What does Google Match mean for Hotels

Just a few days ago Google made a huge announcement regarding their online advertising platform. The news was announced during Advertising Week in New York City, and is seen as the search giants attempt to catch-up on social media giant Facebook’s own use of the same technique.

The product feature is titled Customer Match, and it will allow advertisers to bid and create ads for specific customer segments in both PPC search and also in Gmail ads (something we’ve discussed before) and YouTube ads. Using this tool, advertisers can now upload email lists that they’ve built up, which then get matched against signed-in users on Google.

How can Hotels made use of Customer Match?

So as a hotel marketer how can we make use of Google’s Customer Match? As you can likely imagine, there’s a huge amount of potential in this new tool. It’s likely that as a hotel you’ve built up a huge number of customer emails; previous guests at your hotel, newsletter sign-ups from the website, and so on. This list should have been segmented out, so now you will have corporate guests, leisure guests, and so on. By using these lists with Google search ads, you could target these users when they’re next searching for hotels in your area. The previously-wasteful and too-broad search phrase “hotel in Paris” may become relevant again, if you can display an advert tailored to your previous guests (We look forward to welcoming you again, enjoy a 10% discount) for example.

Being able to take advantage of real customer insight in this way is going to be the way forward for digital marketers from now on. Advertisers will now be able to behavioural targeting with customer insight, and if used in the right way it will be a massive opportunity for hotel marketers to take advantage of.

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