{"id":956,"date":"2019-09-12T11:42:55","date_gmt":"2019-09-12T09:42:55","guid":{"rendered":"http:\/\/spc.codijobs.com\/campanas-sem-se-puede-ganar-a-booking-com\/"},"modified":"2025-07-13T07:26:00","modified_gmt":"2025-07-13T06:26:00","slug":"sem-campaigns-can-you-beat-booking-com","status":"publish","type":"post","link":"https:\/\/www.speciallodgings.com\/en\/2019\/09\/12\/sem-campaigns-can-you-beat-booking-com\/","title":{"rendered":"SEM campaigns, can you beat Booking.com?"},"content":{"rendered":"

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column width=”2\/3″][vc_column_text]Here the keys to optimize your campaigns. That will increase your direct bookings<\/strong>. While it seems difficult to win the battle 100%, we will be combating online travel agencies (OTAs)<\/strong>.<\/p>\n

\u00a0<\/em><\/p>\n

Sick of OTAs fees specially from Booking.com?<\/h2>\n

Surely, more than once, it has crossed your mind if it is possible to win this battle with solid SEM campaigns<\/strong>, right?<\/p>\n

 <\/p>\n

Of course, no worries, we are with you. Most hotel professionals are in the same situation.[\/vc_column_text][\/vc_column][vc_column width=”1\/3″][vc_single_image image=”788″ img_size=”full” qode_css_animation=””][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]<\/p>\n

What you need to know to launch successful SEM campaign.<\/h3>\n

Tired of too many OTA\u2019s commissions and loosing revenue and direct customers?<\/p>\n

 <\/p>\n

Let\u2019s focus on SEM, but do not forget a concept that I had heard a thousand times and that is very true: the importance of SEO.<\/p>\n

 <\/p>\n

\u201cYes, SEO is very important\u201d.<\/strong><\/em><\/p>\n

\u00a0<\/strong><\/p>\n

SEO and SEM are complementary strategies that pursue the same goal:<\/strong> to attract potential customers to our website, therefore, we must plan to optimize results. Every time you hear this, you think: “Ok, but I want to sell! Now! And I prefer work with SEM campaigns.”<\/p>\n

 <\/p>\n

True, SEM campaigns will give you immediate visibility<\/strong>. But working with SEO also in those campaigns, will be less costly and you will establish a search credibility\u00a0 in an organic way too. Suggestion: Do not forget SEO.<\/p>\n

 <\/p>\n

Let’s continue with SEM, which obsesses us so much. A basic and important premise is to have a website programmed correctly<\/strong> (user friendly, fast loading speed, suggestive, intuitive, clear …). It is important to note that you should have a website working properly for this traffic or you will be wasting your effort and invest without getting the expected results.<\/p>\n

\u00a0<\/em><\/p>\n

\u201cWe need a website perfectly set up to receive visitors and convert them into customers and sales\u201d<\/strong>.<\/em><\/p>\n

 <\/p>\n

And then, we will see key factors to enhance direct hotel bookings with Google Ads.<\/p>\n

7 keys to update your SEM campaigns<\/h2>\n

 <\/p>\n

“Less is more”, so instead of listing an endless list of suggestions or tips that are difficult to remember, let\u2019s focus on 7 keys or hacks to optimize your SEM campaigns:<\/p>\n

 <\/p>\n

    \n
  1. The CPC (cost per click) of the brand of our accommodation must be lower than OTA\u2019s CPC, that\u2019s how Google gives us more visibility and relevance<\/strong>.<\/li>\n<\/ol>\n

     <\/p>\n

      \n
    1. Refine and optimize your “keywords” strategy and constantly monitor the campaign<\/strong>. Google Ads provides a lot of information that we must analyze in detail, for example: how many searchings per word, clicks on your ad, etc.<\/li>\n<\/ol>\n

       <\/p>\n

        \n
      1. Beware of generic words<\/strong>. Example: hotels for couples center of Seville. If you start to compete with generic keywords, you will lose many financial resources that run the risk of being useless.<\/li>\n<\/ol>\n

        \u201cWorking with specific keywords will perfectly identify your company.<\/em><\/p>\n

         <\/p>\n

          \n
        1. Negative keywords are very useful<\/strong>: Use them. Not everyone pays attention to negative keywords and is a very helpful feature that raise the CTR (clickthrough rate). If we work on the negative words, we will be increasing the number of relevant clicks.<\/li>\n<\/ol>\n

           <\/p>\n

            \n
          1. Each keyword is unique, treat it as such. \u201cSet a different CPC for each keyword\u201d<\/em><\/strong>. Bid for those that give you the best performance and you will be better distributing your budget.<\/em><\/li>\n<\/ol>\n

             <\/p>\n

              \n
            1. Schedule your ads. Analyze your potential customers\u2019 habits and schedule your ads during certain periods of time. <\/strong>In this way, “you will go fishing when there are fish” and optimize your investment.<\/li>\n<\/ol>\n

               <\/p>\n

                \n
              1. Remarketing<\/strong>. Create lists by specific compartments or by location from Google Analytics. Thus, you can, for example, do specific searches for people who visit your website from a certain population and launch display remarketing only for these leads.<\/li>\n<\/ol>\n

                 <\/p>\n

                Additionally, I have to mention, although what we will discussed in detail in another post: Google Hotel Ads campaigns<\/a>. They are the perfect complement for Google Ads.<\/p>\n

                 <\/p>\n

                \u201c Always keep in mind that, YES, it is possible to increase the number of direct clients\u201d<\/em><\/strong>.<\/em><\/p>\n

                \u00a0<\/em><\/p>\n

                It requires a large amount of dedication and patience during the adjustment process. Another option is to let a professional do it for you, if you choose that we can help you in this journey.<\/p>\n

                 <\/p>\n

                Hopefully these tips help you. If you need more guidance to drive bookings back to your website let us know. We\u2019d love to hear from you.<\/strong>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

                [vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column width=”2\/3″][vc_column_text]Here the keys to optimize your campaigns. That will increase your direct bookings. While it seems difficult to win the battle 100%, we will be combating online travel agencies (OTAs). \u00a0 Sick of OTAs fees specially from…<\/p>\n","protected":false},"author":2,"featured_media":801,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[],"class_list":["post-956","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sem-en"],"_links":{"self":[{"href":"https:\/\/www.speciallodgings.com\/en\/wp-json\/wp\/v2\/posts\/956","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.speciallodgings.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.speciallodgings.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.speciallodgings.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.speciallodgings.com\/en\/wp-json\/wp\/v2\/comments?post=956"}],"version-history":[{"count":9,"href":"https:\/\/www.speciallodgings.com\/en\/wp-json\/wp\/v2\/posts\/956\/revisions"}],"predecessor-version":[{"id":1207,"href":"https:\/\/www.speciallodgings.com\/en\/wp-json\/wp\/v2\/posts\/956\/revisions\/1207"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.speciallodgings.com\/en\/wp-json\/wp\/v2\/media\/801"}],"wp:attachment":[{"href":"https:\/\/www.speciallodgings.com\/en\/wp-json\/wp\/v2\/media?parent=956"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.speciallodgings.com\/en\/wp-json\/wp\/v2\/categories?post=956"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.speciallodgings.com\/en\/wp-json\/wp\/v2\/tags?post=956"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}