“Since right rail ads have gone away, we have seen impressions jump by 25 percent, clicks have risen but not at the 25 percent rate. In fact, click-through has declined by one to two percent, “says Matt Kodatt, senior manager, digital marketing programs. “We’ve seen clients’ ROI improve.”
Google’s removal of right rail ads from its desktop search results a few months back is presenting several opportunities for hoteliers savvy enough to take full advantage. Now is the perfect time to step back and reevaluate your overall search strategy. This is not a doomsday situation, as many industry blog posts have stated. But in fact, could be a real opportunity to improve online performance. With a better, uncluttered search experience for users and more visibility options available, there are several opportunities to gain attention and clicks on Google search results.
Here are ways your hotel can take advantage to optimize against the latest search changes.