Paid Search & Google Ads Management
Increase your vacation rental brand’s awareness and drive your online bookings with efficient, measured, and strategically targeted online ads.
Reach Your Guests Online
Paid Search Ads for Vacation Rentals
Google Ads enables vacation rental managers to reach a large audience of potential customers quickly and easily. With the use of keyword targeting and other advanced features, you can target potential guests accurately and within your set budget. This can help save time and money while improving the chances that potential customers will find your business.
Benefits of PPC Ads
- Reach your target audience by bidding on specific keywords, demographics, and geographic locations
- Google Ads are cost-effective and measurable, allowing you to stay within your budget and easily track your performance metrics including impressions, clicks, and conversions
- Increase your visibility by showing up above organic results making it easier for potential customers to find your brand
- Drive more direct traffic to your website and outrank the OTAs, some of which will bid specifically on your brand name
Google Ads Strategy
Our Approach to Google Ads
At Studio82 Digital, we work with customers to create a customized digital ads strategy that aligns with your budget and business goals and maximizes your return on investment.
PPC Audit & Planning
The first step is to understand your vacation rental business goals and perform an audit of existing paid search campaigns to identify areas for optimization and improvement.
Keyword Research & Development
We conduct keyword research to identify relevant keywords that potential guests are using to search for vacation rentals at a reasonable cost-per-click.
Conversion Tracking & Goals
We define desired user actions (bookings, form completions) on your website and ensure we are tracking these appropriately in order to use this data to optimize our ad campaigns, measure ROI, and make data-driven decisions to improve our advertising performance.
Audience, Ad Copy & Creative Buildout
We craft compelling ad copy and creative that will resonate with your target audience and aligns with your advertising goals to increase click-through rates and conversions. We also create custom audiences and ensure we are targeting appropriate markets to maximize your ad spend & effectiveness.
Landing Page Optimization
We ensure that your landing page content and design are aligned with the ad messaging and provide a clear call-to-action that encourages users to take the desired action on your website, whether that is making a booking, filling out a form, or inquiring about your property management services.
Optimization & Reporting
We constantly monitor the performance of your Google Ads campaigns and continually optimize it to improve the ad's click-through rates (CTR), conversion rates, and your overall return on investment (ROI). We create custom reports to ensure we are sharing your ROI and performance metrics using Google Data Studio (now Looker Studio) each month.
We Have Great Answers
Ask Us Anything
Paid search ads work by allowing you to bid on specific keywords or search terms, like “luxury vacation rentals in Aspen CO” or other terms related to your business. When a user searches for those keywords or terms, the ad platform will display your ads relevant to the search query. You only pay when a user clicks on your ad, so you only “pay-per-click” (PPC). The position in which your ad shows up on the results page is determined by a combination of the bid amount and the quality score, which takes into account factors such as ad relevance, landing page experience, and expected click-through and conversion rate.
When choosing the right keywords for your PPC campaigns, it’s important to consider both broad match and long tail keywords. Broad match keywords are those that will trigger ads to appear for a wide range of related searches, while long tail keywords are more specific phrases that have fewer but more targeted searches. Additionally, you may want to consider negative keywords, which are terms that you don’t want your ads to appear for. By carefully selecting all of these types of keywords, you can ensure that your PPC campaigns reach the right people and generate the maximum return on investment. Additionally, utilizing tools such as Google Keyword Planner and other keyword research tools can help you identify the best keywords for your business. With this information, you can craft highly targeted ad campaigns that are sure to reach your desired audience and drive more traffic to your vacation rental management website.
We primarily focus on search ads, display ads, and video ads. Search ads appear at the top of Google search results when a user searches for specific keywords and terms. Display ads are more visual and appear on various websites withing Google’s Display Network. Video ads will appear on YouTube and other partner websites.
Your budget depends on a multitude of factors and can vary throughout the year based on your destinations seasonality and demand. Some of the factors that will influence your budget are your business goals, your target audience and how competitive your market is, as well as your seasonality. If you are a well known brand, many times OTAs like Airbnb or Vrbo will bid on your brand name, which means that you should also be bidding on that click in order to capture your own branded traffic and bookings. Overall, budgets can vary but are typically no less than $500 per month and can scale upwards of $10k per month.
The most important metrics to track are cost per click (CPC), click-through rate (CTR), and conversion rate. CPC indicates how much you’re paying for each individual click on an ad, while CTR indicates how often ads are clicked on in comparison to the number of impressions. Conversion rate measures how many users actually take a desired action, such as making a booking or signing up for emails, after clicking on an ad. By tracking these metrics over time, you can determine which ads are performing best and adjust your PPC campaigns accordingly. Additionally, tools like Google Analytics can provide more granular insights into user behavior and help you optimize your campaigns to ensure maximum returns.
Yes! We are able to pause your PPC campaigns at any time. If PPC ads aren’t working for you or you need to shift your strategy, you are not locked into an annual contract. We are your partner in success and want what’s best for you and your business.
We’d say that it is effective for most brands, but you’ll really need to consider what your goals are for your paid search campaign as well as your cost per acquisition. Sometimes, markets are too competitive or you don’t have enough inventory on your website which can drive down your conversion rate. For example, if you only have 5 properties in a highly saturated market, a click to your website is less likely to convert than on a website with a larger selection of homes. That being said, if your goal for the campaign is brand awareness (with a booking as an added bonus) then PPC can still be a great benefit to you – especially if you have a brand new website and are still working on your organic rankings.
For most vacation rental brands, the answer here is yes! However, if you’re not seeing your desired results, whether that’s brand awareness, increased direct bookings, or new homeowner signups, there are other marketing strategies that you can employ or test to achieve your desired results.
Case Study
Coming soon
