Flywheel News | August 2024 Hotel Digital Marketing News | GCommerce

1. Google AI overviews now overlap 99% of the time with organic listing results

When GCommerce first originally studied Google’s SGE results, the majority of sources included fell outside the top organic listings on the SERP. Fast forward to August 2024, Google’s AI Overviews now match the top organic search results 99.5% of the time. This alludes to Google using more traditional search ranking signals as part of the model for these results. Learn more here.

2. 4 tips to help your hotel win Black Friday & Cyber Monday in 2024

School is back in session, and that means one thing. It’s time to start planning now for your hotel’s Black Friday and Cyber Monday campaign strategies. Learn the top 4 tips from our hotel digital marketing experts as you prepare the best holiday hotel promotions yet.

3. Google extends deadline for Hotel Ads commission bidding sunset

Originally slated to be unavailable October 31, 2024, Google has now extended the phase-out of commission-based Google Hotel Ad campaign bid strategy to February 20, 2025. Even though this date is extended, we recommend moving away from this bid strategy ASAP. Options for more control and better revenue performance exist outside of this Google commission bid strategy. Reach out to our Metadesk hotel metasearch experts to learn how to keep a commission based contract structure but gain better performance with your Google Hotel Ads campaigns.

4. Learn about the symbiotic relationship of revenue management & metasearch

Hotel metasearch channels have revolutionized the way travelers search, compare and book their accommodations. It’s become an essential part of the direct booking toolkit to fight against OTA commissions. The symbiotic relationship between revenue management and hotel metasearch is where the magic happens. Learn more here.

Flywheel News | July 2024 Hotel Digital Marketing News | GCommerce

1. Google testing new “For Your Consideration” ad type

A potentially new ad type (featuring hotels) was seen being tested by Google in the live search results page. The test was spotted directly under a hotel ads carousel (see screenshot below). We haven’t been able to trigger this ad type ourselves yet. We are still trying to confirm which campaign type would feed this type of ad. Standby for more information.

Photo and test spotting credit: Adam Bradley

2. ChatGPT announces SearchGPT

A much anticipated announcement, ChatGPT officially announces it’s testing SearchGPT. A new AI search engine aimed at giving users timely answers with clear, relevant sources. We’ve already signed up for the waitlist to get access to the test and can’t wait to play around with it. A big question remains, what will reporting look like for traffic and visibility on this new search engine. Read more here.

3. Reddit blocks non-Google search engines

Reddit updated its robots.txt file to prevent non-Google search engines and AI tools from crawling the site. Reddit claims it’s not due to their recent partnership with Google, stating “we have been unable to reach agreements with all of them regarding their use of Reddit content, including their use for AI”. Learn more here.

4. Meta expanding Reels Overlay Ads to more brands

Meta is rolling out a new way to advertise within Reels with overlay ads - only available now to select advertisers. We look forward to testing them within client accounts as they become available. Learn more here.

5. Google abandons 3rd party cookie depreciation

Instead of extending the deadline (again), Google announces they are abandoning 3rd party cookie phaseout. Instead, Google announced they are rolling out new privacy control options for users as well as continuing to test within the Privacy Sandbox. This doesn’t mean advertisers can breathe a sigh of relief quite yet. Giving users more control of opting out of cookie tracking at the browser level means a lot will choose to opt-out, and with it comes a loss of tracking. We continue to work with our ad platform partners to ensure we are best positioned for this privacy centric future. Read more here.

Flywheel News | June 2024 Hotel Digital Marketing News | GCommerce

1. Google improves GA4 attribution models for better paid search conversion tracking

Google has updated its GA4 attribution models to more accurately assign conversions to paid search campaigns. Previously, some conversions were incorrectly attributed to organic search due to issues with the 'gclid' parameter in single-page applications. This update ensures that campaign information is correctly captured and attributed to paid search, potentially increasing the number of conversions reported for these campaigns. Learn more here.

2. The crucial importance of owning your website

Having a robust online presence is not just advantageous- it's essential. While social media platforms offer visibility and engagement, they shouldn't be your sole digital outpost. Instead, owning your website is paramount for establishing credibility, control, and long-term success online. Discover the top reasons why owning your website is crucial for your property.

3. Meta accelerates GA4 integration, highlights 22% surge in conversions

Meta is encouraging advertisers to integrate Google Analytics 4 (GA4) data, claiming a 22% boost in conversions from improved campaign performance. This integration allows for better tracking of ad influence on website traffic and user behavior. Despite its benefits, GA4 has limitations, including privacy regulations and challenges with longer sales cycles.For more details, you can read the full article here.

4. Which ad performed best? Can you guess?

Facebook ads are a powerful tool for businesses to reach their target audience through personalized and engaging content, but selecting the perfect elements for an ad is like finding the missing puzzle piece to campaign success. Take a look at these Facebook ad variations and see if you can guess which one outperformed the others? Discover more here.

5. Facebook experiments with 'Clear Mode' for enhanced reels viewing experience

Facebook is testing a "Clear Mode" for Reels, aimed at providing a cleaner, less cluttered viewing experience by removing on-screen distractions. This feature is currently in limited testing and could enhance user engagement by focusing solely on the content. Check out the full article, here.

6. Google transitions hotel ads to AI-Driven bidding strategies

Google is transitioning its hotel ads to AI-powered bidding strategies, phasing out commission-based bidding by October 2024. The new strategies, including target Return on Ad Spend (tROAS) and expanded Performance Max, aim to optimize ad performance using AI and adapt to a privacy-focused advertising environment. Learn more here. 

7. California Assembly Bill No. 537 goes into effect

Starting July 1st, California’s Assembly Bill No. 537 goes into effect. This requires transparency in pricing. It applies to displaying rates to travelers in California, and applies even if your property is located outside of California. All advertised room rates must include mandatory fees, excluding government taxes - so no more hidden resort fees or charges. Our advertising that features rates and metasearch, is already updating to be in compliance with this law but it’s important for you to consult your legal counsel and ensure your website/other channels are in compliance.

8. Google consent mode updates

Google has launched consent mode v2. This is an update to their consent mode tag setting that allows your website visitors' cookie preferences to be passed via their selections on your domain’s cookie banner/consent management platform to Google’s suite of ad products, such as Google Ads and Google Marketing Platform. You can learn more about the details of consent mode here.

Flywheel News | May 2024 Hotel Digital Marketing News | GCommerce

1. Google Marketing Live 2024: Key takeaways from the GCommerce team

Every year, the marketing industry eagerly awaits Google Marketing Live, Google’s annual event to showcase what’s new in the world of Google advertising. Discover our key takeaways from Google Marketing Live 2024.

2. Google announces new ad creative and targeting tools for AI overviews, PMax & more

Google has been working on making it easier and faster to produce great creative assets for ads across marketing channels. Discover more now. 

3. Canva announced an enterprise platform, AI features and refreshed UI

A whole new editing experience and Canva Enterprise package targets businesses using a mixed bag of workspace tools. Learn more here. 

4. Is your property adjusting your metasearch bids for direct bookings?
Hotel Metasearch Bid Modifiers allow you to adjust your hotel metasearch default bid by a percentage at various levels. Learn how to adjust your metasearch bids for maximum direct bookings, here. 

5. Meta adds automated video ad option to Automated Catalog Ads offerings

Catalog product video allows advertisers to upload video assets directly into their catalog at the product or SKU level. Once uploaded, advertisers can leverage the AI in Advantage+ solutions to pinpoint ideal users, deliver impactful content and ultimately drive conversions. Learn more here. 

6. Google Analytics 4 now showing real-time users in the last 5 minutes

Google has upgraded its Google Analytics, GA4, real-time reports to show users in the last 5 minutes. It previously showed users in the last 30 minutes, and now it shows both users in the last 5 minutes and users in the last 30 minutes. Explore this here.

7. Top travel apps harvesting your data without asking

Cybernews discovered that travel apps have built-in permissions that allow developers to access sensitive information on users' devices, including location, contacts, camera, microphone, and SMS messages. Learn more here.

Flywheel News | April 2024 Hotel Digital Marketing News | GCommerce

1. Google delays depreciation of 3rd party cookies (again) 

Brands and advertisers now have some extra time to prepare for the demise of 3rd party cookies. Google announced that it’s delaying the phase-out to 2025. Learn more here. 

2. Are you winning the battle for direct bookings?

Our founder, Scott van Hartesvelt, discusses the battle against OTAs for direct bookings and one channel that could boost your hotel’s success. Read here.

3. Bill requiring TikTok sale signed into law 

ByteDance officially has 9 months to sell TikTok, or it will no longer be allowed to be legally distributed in the US. This could mean big moves in the budget towards platforms like YouTube and Meta. Read more here.

4. What are the most popular hotel offers? 

Our team dove deep into our portfolio’s GA4 data to analyze the most commonly booked hotel offers across our clients. Discover the results here to see if your hotel is currently using these offer types.

5. E-Book: Promoting DEI In the Workplace 

There is no one-size-fits-all or off-the-shelf playbook regarding Diversity, Equity, and Inclusion in the workplace. We knew we wanted to improve DEI in our workplace and continue learning, growing, and evolving. We wanted to share our findings, tips, and strategies. Learn more in our e-book.

6. WordPress vs Webflow: The ultimate showdown 

Wondering what website platform is best for your hotel? Learn about the differences, strengths, and unique features of WordPress and Webflow here.

7. Meta AI adds Google search results 

Meta’s AI now uses search results from Microsoft and Google within its answers. While the assistant will source and allow users to click to the source on the web, it does keep the users within the Meta app. This could have very interesting implications for its ability to grow relevant ad audiences. Learn more here.

8. How does hotel metasearch help with first-party data? 

Even with Google delaying the phase-out of third-party cookies, you should still aggressively focus on growing your hotel’s first-party data now. Learn how hotel metasearch can assist.

Flywheel News | March 2024 Hotel Digital Marketing News | GCommerce

1. Google generating AI powered travel itineraries in search results 

Users that have SGE enabled via Labs in their Chrome browsers can now start viewing Google generated travel itineraries - learn more here and see how your hotel may be visible in these searches.

2. The House votes to ban TikTok 

The move by the US government is pushing ByteDance to divest from TikTok within 6 months or face a ban in the US. Since many investors are US based, the general thought by many is that this will happen and US residents will still be able to use the platform.

3. How to optimize your hotel’s metasearch campaigns for mobile  

Did you know you can view metasearch advertising performance by device type? See what this means and how you can optimize your campaigns using this data.

4. GCommerce celebrates Women’s History Month 

GCommerce employees share their womanhood traditions during Women’s History Month. See what our team had to say.

5. GCommerce’s 2023 DEI Impact Report 

Over a year after establishing our DEI study group, GCommerce shares a recap of the work that has been done and the outcomes it’s generated. Read the full report here.

6. Google’s Consent Mode updates are here 

Google has rolled out Consent Mode v2 - learn about this update, what steps your company should consider and how it can impact your ad targeting here.

7. Say goodbye to Google’s Commission Bid Strategies for Hotel Ads 

Don't worry, saying goodbye to Google’s commission bid strategies for hotel ads doesn’t mean saying goodbye to pay per stay contract models with GCommerce. Learn more here.

8. Dive into data: LinkedIn static vs video lead generation campaigns 

Our team breaks down results seen when using static vs video ads in LinkedIn Lead Gen campaigns. Learn more here.

9. Instagram updates hashtag search making opportunities for account discovery 

Find out what opportunities await with this update by Instagram and make sure you’re updating your account profile and posts with keywords for your top targeted searches.

10. Google starts testing AI overviews from SGE in Google search results 

Although Google hasn’t announced an official rollout for SGE in the main search results, it has started testing it for a small subset of users. Learn more here.

11. Google changes name of conversions in Google Analytics 4 to Key Events 

Although the jury is out on if this update is actually beneficial or not, Google has officially changed the name of conversions in all (but Google Ads) reports in GA4 to Key Events. It’s meant to try and help clear up confusion on the differences in conversions seen between GA4 and Google Ads platforms. Learn more here.