How GCommerce powers Google Ads using AI

August 25, 2025 by Alex Horrocks

As conversations around AI in hotel marketing grow louder, so do questions about how it’s been leveraged to enhance campaigns and performance.

One question that’s been brought up frequently is: “How are we powering Google Ads campaigns with AI?”

The truth is: we’ve been leveraging AI for years in Google Ads campaigns through bid strategies, audience targeting, campaign types, and a lot of other Google ad settings—The emergence of generative AI platforms like ChatGPT, Perplexity and Google’s own AI Mode continue to change how AI is perceived as well as where it is showcased. There’s nothing wrong with how AI is viewed today, thanks to tools like ChatGPT and Gemini—it’s just applied a bit differently within Google Ads.

Google Ads has been integrating AI and machine learning into campaign strategies long before AI became a buzzword. And with growing interest and evolving tools, it’s more important than ever to understand how this technology works in practice.

In this article, we’ll break down:

What “AI” means in Google Ads
What AI components are used in Google Ads to build or optimize campaigns
What’s on the horizon for Google Ads and AI

At GCommerce, we use AI tools with purpose, leveraging automation where it makes sense, while keeping strategic control in our expert, human hands.

Here’s how it all comes together.

What “AI” means in Google Ads

Before diving in, let’s define AI in the context of paid search.

No, we’re not handing over full control to a “robot” that runs your campaigns end-to-end (though Google does offer options that lean heavily on automation). In practice, AI in Google Ads typically refers to machine learning models running behind the scenes to:

Predict outcomes, like the likelihood of a conversion
Optimize ad delivery across channels
Adjust bids in real time
Assemble the best-performing creative combinations

If you’re using certain features—like Smart Bidding, broad match, or Performance Max you’re already tapping into AI. But the key isn’t just using AI. It’s using it strategically. These tools work best when paired with the right inputs and oversight so you’re getting smarter performance, not just automation for automation’s sake.

What AI components are used to build & optimize campaigns

AI-powered search campaign types & features we deploy

Several tools and campaign types can strategically be used on Google’s machine learning. Here are some examples where AI is already at work in Google campaigns:

Performance Max uses AI to target users across Search, Display, YouTube, Gmail, and Discover. You provide the audience signals, keywords, and other data input, and Performance Max takes that data and uses it through machine learning to optimize and target towards the most relevant audiences based on what you’ve provided. Performance Max also allows for you to opt in with automated video asset creations. This works optimally with the best image assets. To learn more about Pmax, view our Pmax best practices guide here.
Responsive Search Ads (RSAs):
Google’s AI & machine learning dynamically tests and serves combinations of up to 15 headlines and four descriptions that you provide. Google then takes those and makes an exponential number of combinations, serving up variations of ads based on what Google thinks will match best for your users.
Smart bidding strategies:
Algorithms determine the optimal bid for each auction. Strategies like Max Clicks, Maximize Conversions, or Target ROAS use real-time data to automatically adjust bids based on user signals. Common bid strategies include:
- Target CPA. Optimizes campaigns at a target cost per acquisition.
- Target ROAS. Optimizes campaigns at a target return on ad spend.
- Maximize Conversions. Optimizes campaigns for producing the most amount of conversions
- Maximize Conversion Value. Optimizes campaigns for producing the most amount of revenue or conversion value.

If you’re familiar with these tools, then you’ve likely been using AI all along—just with less fanfare.

What control do we have over these AI-paid search campaign types & features?

AI in Google Ads isn’t “set-it-and-forget-it.” While automation handles the heavy lifting, we control the inputs that train and guide it:

AI System	What Google controls	What we control
Performance Max	Ad placement, creative combinations, targeting	Creative assets, audience signals, goals
RSAs	Ad rotation & matching	Headlines, descriptions, images, CTAs
Smart Bidding	Bid adjustments per auction	Strategy selection, goal setting, exclusions
Audience Targeting	Predictive modeling	Audience lists, exclusions, remarketing inputs

AI works best when it’s fed the right information. That’s where we come in, structuring, optimizing, and guiding campaigns to ensure AI works in your favor.

Other AI-enhanced tools we leverage for Paid Search:

Automatically Created Assets (ACA):
Google’s AI can generate headlines and descriptions (optional; we often override with brand voice).
AI-powered recommendations:
Google’s interface uses AI to suggest optimizations. We selectively apply them when they make sense.
Conversational AI (beta features):
Tools that let us generate ads from landing page content or business descriptions, such as Dynamic Search Ads (DSAs).

What’s on the horizon for Google Ads and AI

As we look ahead, AI is going to play a bigger role in how ads show up in search results, especially with the rollout of Google’s new AI-powered search experience, often referred to as “AI Overviews” or “AI Mode.”

Google is planning on testing ads in AI Mode

Google has confirmed it’s pitching the idea of displaying ads within AI-generated search results. Instead of just showing traditional search ads as a list of blue links, Google is experimenting with blending ads directly into AI Mode-generated responses.

Google is getting ready to roll out AI Mode ads widely (before Q4): AI-curated search results with ads woven into the experience.

What will ads in Google AI Mode look like?

From what we’ve seen and heard so far, this is what ads in AI mode will look like:

Ads will still be text-based, much like current search ads. The format is likely to remain simple for now—more like standard ads than conversational answers. Here is a visual that Google has provided (image credit to theverge.com):

What about advertiser control for how ads appear in AI Mode?

At this stage, there’s still a lot we don’t know:

It’s unclear how much control advertisers will have over how or where their ads appear in AI answers.
Google has not yet shared whether we’ll have visibility into performance, specifically within AI results.

We’ll be watching this closely to understand where optimization and strategy can still play a role.

What do we know so far?

To be eligible for these new ad placements, advertisers must already be using one or more of these tools, which include:

Broad Match Keywords (on Search campaigns)
AI Max for Search (currently in beta)
Performance Max

In short, the more AI-driven your campaigns are now, the more likely your ads will be eligible to appear in Google’s AI Mode and search experiences as it continues to roll out.

Staying ahead of what’s next for AI in Paid Search

While much of this is still evolving, one thing is clear: Google is reshaping how search results and ads work together—and AI is at the center of it. At GCommerce, we’ll continue to test, adapt, and share what we learn to make sure your hotel campaigns stay ahead of the curve.

Subscribe to our newsletter for hotel marketing insights, trends in AI-powered advertising, and practical guidance on what’s next.

The ultimate hotel guide to seasonal paid search marketing

August 18, 2025 by Alex Scharpf

Seasonal paid search marketing is a great way to meet your hotel’s shifting objectives throughout the year. However, it can also be somewhat complex, making it tricky to ensure the best outcome for campaign performance through seasonal marketing.

If you’re interested in seasonal paid search but unsure where to start, this guide is for you. We’ll answer frequently asked questions about seasonal paid search advertising and provide advice to get you started with your hotel or property.

Should my hotel use seasonal paid search advertising?

Though seasonal paid search marketing can come with a number of benefits, a seasonal ad strategy doesn’t make sense for every hotel. An occasional ad copy refresh is always a good idea, but for some hotels, the time spent on consistent seasonal updates would be better used towards other optimizations.

Seasonally shifting demand drivers

Seasonal paid search advertising is best used when your hotel has shifting demand drivers. This could include seasonal draws such as skiing, yearly events in the area, or even amenities such as an outdoor pool. Weather and climate can also act as a seasonal demand driver. For example, tropical climates may be equally appealing year-round, but travel in a location with clear seasonal divides may see fluctuations with those weather changes.

Season-dependent hotel demand drivers

Certain hotel demand drivers can also provide a compelling reason to implement seasonal paid search advertising. Hotels prioritizing year-round outdoor adventures, for example, may want to call out the unique experiences available during each season. For a hotel located near a large arena or stadium, drawing more attention to location may be a smart move when the relevant sports are in-season. Even a shift in business mix could be a reason to add seasonal paid search advertising, gearing language more towards a business or leisure audience, depending on the month.

Booking trends don't always match demand drivers

Most hotels have slight differences in seasonal demand, but this isn’t always the result of a unique demand driver. Though booking volume often fluctuates, seasonal paid search marketing is most effective when the reasons for those bookings change. If guests are drawn to your hotel for somewhat consistent reasons throughout the year, a seasonal paid search marketing strategy may not be necessary for your hotel.

Does my hotel need seasonal paid search marketing all year?

Deciding when to run seasonal paid search advertising comes down to your hotel’s unique demand drivers. Depending on the reasons that your guests book, your hotel may benefit from seasonal ads for a few weeks, a few months, or the entire year.

Year-round messaging for year-round demand drivers

If your hotel has ever-changing demand drivers with unique draws across all seasons, you may find success with year-round seasonal rotation. Since features vary across winter, spring, summer, and autumn, it can be beneficial to call out shifting experiences throughout the year. Hotels based on outdoor adventures are a great example of this. Winter sports, spring hikes, summer water activities, and autumn colors all have a unique draw, so individual paid search advertising for every season may be beneficial.

Seasonal messaging for peak seasons

On the other hand, hotels with demand drivers falling into one “peak” season may only need seasonal paid search advertising during that period. Ski resorts, for example, may only need seasonal callouts during the snowy months. While spring, summer, and autumn have some unique features, tailored ads might not be necessary during those times since the main seasonal demand driver is contained to the winter months.

Maintain messaging during the off-season

However, it’s important to remember that demand drivers may not completely disappear during the off-season. Though paid search advertising is most effective when focusing on demand drivers from the current season, many guests plan their stay months in advance. Because of this, it’s smart to provide some level of visibility for all seasonal demand drivers throughout the year, regardless of how often your hotel rotates dedicated seasonal messaging.

Should my hotel simultaneously run evergreen paid search advertising?

The answer to this question once again relies on your hotel’s particular demand drivers, as well as your marketing objectives.

Performance considerations

Running simultaneous seasonal and evergreen messaging offers more to work with for paid search advertising platforms, which could help performance. A wider variety of ad copy creates more opportunities for a platform to tailor your hotel’s ads, optimizing paid search campaigns to reach your target guests. A higher number of assets could also mitigate ad fatigue, as the same copy is less likely to appear multiple times to the same user.

However, multiple paid search ads create more moving parts in an account, potentially increasing the time required for campaign management. Balancing multiple ads can complicate your hotel’s paid search marketing strategy, sometimes making it difficult to identify key optimization tactics or diagnose performance changes down the road.

Significance of demand drivers

Another factor in the decision to run evergreen ads is the significance of your hotel’s seasonal demand drivers. In cases where seasonal features are a core draw for your hotel, it may be beneficial to run seasonal ads exclusively. For example, if the vast majority of guests book to see a basketball team located near your hotel, abandoning evergreen ads during basketball season may be the right choice.

Conversely, if most guests book your hotel for a feature that’s available year-round, such as a downtown location or high-end service, then evergreen ads are an essential component of your paid search marketing that should not be removed. Seasonal ads are still a great way to call out additional benefits and experiences available throughout the year, but running these ads alongside evergreen messaging will ensure that seasonal callouts do not detract from the primary draws of your hotel.

How unique should seasonal paid search advertising be?

Whether seasonal paid search marketing is used alone or in tandem with evergreen ads, and regardless of how often this messaging is rotated, your hotel should aim to balance unique seasonal features with year-round benefits. Though the exact mix of these demand drivers will vary by hotel, seasonal paid search marketing should always incorporate messaging related to both types.

Multi-purpose messaging

Many features of a hotel stay the same year-round, and these can be repeated in paid search advertising throughout the year. As long as they call out a consistent benefit of the hotel, headlines and descriptions can be fully or partially re-used in evergreen ads and multiple seasonal ad variations.

Significance of changes

Even when features change seasonally, the significance of these changes affect how different each seasonal ad should be. Some hotels require complete paid search advertising overhauls to call out unique demand drivers, while other hotels only need small tweaks and slight wording changes to fit each season.

Structural separation

However, we do recommend structurally separating paid search advertising for each season, regardless of how similar messaging is between rotations. Creating individual ad variations keeps your paid search campaigns far more organized, making it faster and easier to implement seasonal changes, compare performance across time, and analyze the effectiveness of a seasonal paid search marketing strategy overall.

Seasonal paid search advertising examples

While seasonal paid search advertising should align with your hotel’s individual demand drivers, marketing goals, and brand voice, we know that’s easier said than done. Here are a few example ads to get you started.

Example 1: Hotel in an area known for skiing

This hotel only requires seasonal paid search advertising during the winter.

Example 2: Outdoor-focused hotel

These ads call out unique experiences available during each season.

Example 3: Downtown hotel in a city with four distinct seasons

These ads are a great example of re-using assets between seasons.

Should my hotel use paid search keywords seasonally?

Regardless of your paid search advertising strategy, it’s always a good idea to utilize keywords related to seasonal demand drivers. Targeting these keywords can boost awareness and visibility, potentially driving more bookings for your hotel.

Unlike ads, though, seasonal paid search keywords do not need to be rotated throughout the year. Even if a keyword has low volume when out of season, this will not actively harm your hotel due to the cost per click model on paid search, though seasonal keywords may not generate as many impressions, clicks, or bookings during the off-season, your hotel will only pay for what is generated, leaving no direct impact on overall account efficiency or optimization.

In fact, seasonally rotating keywords could actually cause problems on its own. Guests often plan for seasonal trips months in advance, with seasonal searches lingering through the off-season. Because of this, removing a seasonal keyword could cause your hotel to miss out on important searches and potential bookings, negatively impacting performance.

When should my hotel rotate seasonal paid search advertising?

Because seasonal demand drivers vary so widely, your hotel’s seasonal paid search schedule will depend on your particular circumstances. While most hotel seasons can be broadly divided into winter, spring, summer, and autumn, the exact dates and time periods will change based on the area your hotel serves.

When developing a seasonal paid search marketing schedule, keep your hotel’s marketing objectives in mind. Consider the following questions:

Do you want your hotel’s ads to focus on immediate bookings, only running seasonal ads for currently available experiences?
Or do you want to include a bit of lead-up before a season, making sure to account for the guest planning period?
Do you want your hotel’s ads to slowly transition, using a small period of overlap between seasons?
Or should your hotel’s ads change suddenly, with a clear distinction between seasons?

There’s no one right answer when it comes to a seasonal paid search advertising schedule. Don’t be afraid to experiment year over year or season over season, to identify what works best for your individual hotel.

Key takeaways on seasonal paid search marketing

Seasonal paid search marketing can be incredibly beneficial, but only if it’s used right. When making decisions about seasonal advertising, always consider your hotel’s individual circumstances.

What are the key demand drivers for your hotel?
What are your marketing objectives?
When and why do your guests book?

Your hotel is one of a kind, and your paid search advertising should be just as unique.

To learn more about seasonal paid search marketing or get your hotel started, reach out to GCommerce today.

Google Hotel Ads and AI search results

August 12, 2025 by Alex Scharpf

The rise of AI-powered search results is changing the way that guests discover, find, and book accommodations, making it vital to understand how your hotel may appear within AI responses.

As Google introduces more AI-based features into their search results, Google Hotel Ads continue to have an impact. Hotel metasearch has always been an important part of any hotel’s marketing strategy, but the inclusion of Google Hotel Ads within AI search results brings this importance to a whole new level.

Non-AI search results

Google Hotel Ads are somewhat common in traditional search results, with a small selection of properties appearing under a variety of location-based searches. Organic results often include an expandable list with a map to explore further, and paid results may be featured as a carousel of properties.

Even with the rise of AI-powered results, these lists of properties continue to appear. However, they aren’t as prevalent as they used to be.

It’s still possible to see more traditional search results, with no AI Overview and a Google Hotel Ads feature at the top of the page. More commonly, though, an AI Overview will appear above these features, de-prioritizing the list format.

In some cases, an AI Overview might even replace the list-style feature altogether.

AI Overviews

AI Overviews tend to be prioritized over the traditional format for Google Hotel Ads, but that doesn’t mean metasearch is completely irrelevant to AI search results.

AI Overviews regularly incorporate information from Google Hotel Ads including hotel name, price range, and featured offers, and may even link to metasearch listings. In the example below, information from Google Hotel Ads is present within the summaries for neighborhoods and suggested hotels.

Even better, clicking one of the neighborhood headings (such as “Back Bay”) leads to a separate search results page featuring the more traditional list of properties pulled from Google Hotel Ads.

The incorporation of Google Hotel Ads is a fairly common occurrence within AI Overviews, clearly marking this as an important source of information for Google’s AI model.

AI Mode

While AI Overviews are shown alongside traditional search results, AI Mode is an isolated experience that offers exclusively AI-powered responses. However, Google Hotel Ads are still incredibly relevant here.

Both AI Mode and AI Overviews use the same AI model to generate responses, incorporating the same data from Google Hotel Ads. AI Mode takes this a step further though, regularly including small lists of properties more akin to the traditional search features.

In this example, AI Mode generated a number of categories within the context of Boston hotels, each one including a small selection of properties sourced from Google Hotel Ads.

Though properties from Google Hotel Ads are interspersed among other text, it’s hard to deny the prominence that these listings have within AI Mode. This is even more clear at the bottom of the response, where we found a live map with each of the locations mentioned throughout.

These lists of properties, as well as the map, are easily some of the most common features that we’ve seen while exploring AI Mode.

Takeaways

As search results continue to evolve and AI tools become more common, Google Hotel Ads will remain a vital piece of your hotel’s marketing strategy. Both AI Overviews and AI Mode incorporate information from Google Hotel Ads while generating responses, and lists of featured properties continue to appear in results. Though the appearance of Google Hotel Ads may be changing, there’s no denying its continued relevance to the search experience.

To improve your hotel’s chances of appearing in AI search results, make sure to utilize Google Hotel Ads to its fullest potential.

Participate in hotel metasearch via a provider such as Metadesk to maximize Google Hotel Ads visibility.
Make sure that Google Business Profile and Google Hotel Ads are well-optimized, with complete and accurate information, to build credibility within Google’s algorithm.
Focus on well-structured website content and a smooth booking engine experience to reduce friction and make your site easy to use for both human users and AI models.

To learn more about Google Hotel Ads or get your hotel started, reach out to GCommerce today.

Flywheel news | July 2025 hotel digital marketing news | GCommerce

August 1, 2025 by GCommerce Solutions

Google Hotel Ads and AI search results

Why are reviews and ratings important for hotel metasearch?

Reviews and ratings are pivotal in determining a hotel's reputation and visibility on hotel metasearch platforms like Google and TripAdvisor. Because hotel metasearch is positioned at the bottom of the sales funnel, Google heavily relies on user reviews when assessing reputation and user experience. Read more + discover best practices for optimizing your reviews and ratings here.

The 5 key AI Search vs Traditional Search differences

AI search has become top-of-mind for digital marketers as of late, especially when it comes to the differences that users can expect for AI search results vs traditional search engine marketing. While some things remain the same, a number of key differences stand out when it comes to overall search behavior, query handling, optimization targeting, authority and popularity signals, and results presentation. When it comes to optimizing for AI search GCommerce is as the forefront for developing new optimization tactics and strategies. Read more here.

Shorter video ads on Facebook get more replays via looping

A recent explanation from Meta officials provided more benefit to utilizing shorter videos in ads on the Facebook platform. The released statement shared that videos shorter than 30 seconds were more likely to continually replay on a 90-second loop if left unchecked by the user. Even shorter videos would automatically replay even more. While this largely depends on user behaviors, it does leave room for enhanced brand awareness and could be an integral part of your hotel’s video strategy on the social media platform. Learn more.

More data showing how ChatGPT is moving away from Bing to Google for citations

Leading marketing strategists have been following citation results from ChatGPT over the past several months and have noted big differences from April to July 2025, notably that alignment with with Google has surged while dipping for Bing. What could this all mean? Experts hypothesize that either ChatGPT is quietly deploying their own proprietary index or gearing up to make Google their primary search partner. Whatever the conclusion is, GCommerce will be keeping tabs on the update. Learn more here.

Study: Google AI Mode shows 91% URL change across repeat searches

A recent study is showing that Google’s AI Mode is highly volatile when it comes to showcasing consistent sources and URLs across repeat searches for the same queries. The system frequently pulls in different pages and shows low overlap when compared with AI Overviews and traditional organic results, suggesting they all operate on different logic. While this presents new challenges for marketers, it also opens up opportunity to create more exposure as AI Mode appears to refresh its citations more frequently. Read more about that here.

Why are reviews and ratings important for hotel metasearch?

July 28, 2025 by Jael Dugdale

Reviews and ratings are pivotal in determining a hotel's reputation and visibility on hotel metasearch platforms like Google and TripAdvisor. These elements are key indicators for search engines and potential customers, influencing rankings and booking decisions. Here's why they matter:

The bottom of the sales funnel

Hotel metasearch is positioned at the bottom of the sales funnel, meaning it’s often the final step before a guest makes a booking. At this stage, potential customers rely on reviews and ratings to decide. For many, this is the last chance to evaluate a property before committing. Ensuring that your hotel is presented in the best possible light is crucial for securing these bookings.

The foundation of trust and transparency

Search engines like Google weigh reviews as critical metrics to assess a property's reputation and user experience. While some platforms prioritize these metrics more than others, all incorporate reviews into their ranking algorithms. This makes them essential for every property listed on hotel metasearch platforms.

For customers: Reviews on platforms like Google Business Profile (GMB), TripAdvisor, or others provide consumers with valuable insights into what they can expect from a hotel. Guests can identify highlights such as excellent service, exceptional food and beverage offerings, personalized experiences, or prime locations. Conversely, reviews also expose areas that need improvement, such as cleanliness, front desk efficiency, or the condition of facilities.
For search engines: Google prioritizes recent reviews, giving greater weight to feedback from the last 6-12 months over older reviews. This constant influx of reviews impacts not only organic search rankings but also paid search and metasearch performance.
For AI search (i.e. ChatGPT, AI Mode) - LLM’s consume and source answer summaries from structured sources, including reviews. Continue to focus on getting more guest reviews and addressing operational issues commonly called out to improve review ratings and have a positive impact on your hotel’s visibility in AI search platforms.
Guest interaction matters: How a property responds to reviews—whether positive or negative—plays a significant role in how it is perceived. Responding thoughtfully demonstrates that the property values guest feedback and is committed to resolving issues, further boosting credibility.

Platform-specific policies: While Google Business Profile allows some reviews to be flagged and potentially removed—such as those left mistakenly or unfairly—TripAdvisor does not permit review removal, regardless of circumstances. This reinforces the need to actively manage your property’s reputation and address guest concerns promptly.

The snapshot of satisfaction

Ratings, often displayed as a numerical score (e.g., 4.5 out of 5), are just as critical as detailed written reviews. A higher rating signals better guest satisfaction and directly influences booking decisions.

Attracting guests: Properties with higher ratings are more likely to secure bookings than lower-rated competitors. Ratings provide a quick, visual summary of guest experiences, offering an immediate impression of quality.
Customer loyalty: Higher ratings suggest positive guest interactions, increasing the likelihood of repeat visits and word-of-mouth recommendations.

Platforms and their unique metrics

While Google may incorporate additional data points beyond reviews and ratings, TripAdvisor relies heavily on these factors to determine property rankings. This underscores the importance of maintaining accurate and appealing profiles across all platforms.

Best practices for optimizing reviews and ratings

Keep listings accurate: Ensure your property details—address, phone number, and images—are correct and up-to-date across all platforms. High-resolution, professional photos alongside authentic guest-generated images contribute to trustworthiness.
Manage reviews proactively:
- Address guest feedback promptly, whether positive or negative.
- Flag inappropriate reviews on Google if they were left mistakenly, pertain to a different property, or reflect outdated experiences (e.g., pre-renovation or ownership change). Note that TripAdvisor does not allow reviews to be removed under any circumstances.
Optimize hotel metasearch campaigns: Provide accurate data, including room rates and availability, to ensure your property performs well in metasearch auctions.

In the competitive hotel metasearch landscape, reviews and ratings are more than just numbers—they are powerful tools that reflect the quality of your property and influence its online visibility. At the bottom of the sales funnel, metasearch platforms are where guests make their final booking decisions.

By managing reviews and ratings effectively, keeping your listings current, and presenting your property in the best light, you can attract more bookings and succeed in your hotel metasearch campaigns.

Want to take your hotel metasearch to the next level? Contact the experts at Metadesk today.

What is CTV advertising and why does your hotel need it?

July 16, 2025 by Erin Fischer

In the rapidly evolving landscape of hotel digital marketing, Connected TV (CTV) advertising has emerged as a powerful tool for hotels aiming to enhance their brand visibility and attract discerning travelers. By leveraging CTV ads, hotels can deliver personalized, engaging content directly to potential guests through internet-connected television devices–think about the ads you see while streaming Hulu or other ad-powered streaming platforms.

So - what are some of the benefits of using CTV ads for hotels, and how do you know if it’s right for your brand? Let’s get into it.

What is Connected TV (CTV) advertising for hotels?

To start with the basics, Connected TV simply refers to television sets that are connected to the internet, enabling viewers to stream content via applications on smart TVs, gaming consoles, or external devices like Roku, Amazon Fire TV, and Apple TV. Unlike traditional linear TV, where content is broadcast according to a set schedule, CTV allows users to access on-demand content at their convenience. This shift in viewing habits has opened new avenues for advertisers to reach audiences in a more targeted and interactive manner than ever before.

Benefits of CTV advertising for hotels

Running CTV ads programmatically will require the use of a Demand-Side Platform, or DSP for short. DSPs are software systems that allow advertisers to buy and manage automated digital ad inventory across multiple exchanges through real-time bidding. While there are many DSPs out there that specialize in CTV, we partner with Google Marketing Platform to run CTV ads through Display & Video 360. With this outlet, we are able to offer a variety of benefits for hoteliers when it comes to running CTV ads through the vast available inventory options.

1. Precise audience targeting

CTV advertising enables hotels to utilize advanced data analytics to target specific demographics, interests, and behaviors. This precision ensures that marketing messages reach potential guests who are most likely to be interested in the hotel's offerings, thereby increasing the efficiency of advertising spending. For instance, we can tailor your ads towards inventory more specific to your brand, whether it be on specific streaming channels or utilizing specific household incomes and buying behaviors. Hotels using specific travel-intent data through Adara or leveraging their comp set’s data with Azira will also enjoy additional targeting layers to hit even more precise and qualified audiences.

2. Enhanced engagement through visual storytelling

CTV advertising provides a dynamic platform for hotels to weave compelling narratives and showcase their unique offerings through captivating visuals that resonate with viewers on a visceral level. It’s important to note that your visual assets are designed with commercial aspects in mind; think professionally shot and edited. By immersing guests in a visual journey, hotels can evoke emotions, stir desires, and inspire travelers to explore more on their adventures.

3. Integration with your hotel’s digital marketing strategies

CTV advertising can be seamlessly integrated with your hotel's broader digital marketing efforts, creating a cohesive brand presence. For example, viewers who see a CTV hotel ad can be retargeted with related content through programmatic display banner ads, reinforcing the message and guiding potential guests through the booking funnel.

4. Access to premium TV content platforms

Recent CTV technology advancements have expanded opportunities for hotels to advertise on premium TV streaming content platforms. For instance, integrations with services like Netflix allow marketers to reach highly engaged audiences within a premium streaming environment. This access enhances the credibility and appeal of your hotel's advertising efforts.

What are the latest advancements in CTV advertising for hotels?

Recently, Google Marketing Platform (GMP) has introduced several innovations that enhance CTV advertising capabilities for hotels:

CM360 + Netflix Ads integration: This integration streamlines ad serving and reporting, enabling marketers to reach Netflix's extensive subscriber base with contextual ads that align with viewer preferences.
Cross-media reach reporting: Campaign Manager 360 now offers reports that provide a unified view of reach across digital video and linear TV campaigns. This feature helps us better understand audience overlap and optimize our media strategies accordingly.
DV360 + Disney live sports and entertainment: Display & Video 360's certification with Disney allows for real-time bidding on live sports inventory, offering access to highly engaged audiences during major events.

Is Connected TV advertising right for your hotel?

While CTV is an incredibly beneficial tool for building brand engagement and awareness, it might not be right for all hotels. First and foremost, you must have the right creative assets. You’ll need professionally edited videos that are 15-30 seconds in length (think TV commercials). For many, this cost alone can be a barrier to entry.

Another thing to consider is the overall cost to run CTV advertising media. CTV ad types are much more expensive than regular display advertising, with CPMs averaging anywhere from $25-35. For this reason, GCommerce requires a $5K per month per campaign minimum to run CTV ads, but strongly recommends at least $10K per month to increase visibility and open the door to more targeting options and A/B test opportunities.

However, if your hotel has the opportunity to fund this initiative, the payoff is worth it. CTV is an ideal outlet for those looking to expand their brand into new markets and directly into the homes of prospective guests. It’s an incredibly powerful brand awareness tool and offers an easy entrance into a previously unattainable linear TV ad inventory type. On average, clients see a 98-99% video completion rate, with one current client seeing nearly 1 million users watch their video in full during a 90-day period.

Moving forward with CTV hotel ads

As the hospitality industry becomes increasingly competitive, hotels must adopt innovative marketing strategies to stand out. By leveraging the latest advancements in CTV technology and integrating these efforts with broader digital marketing initiatives, hotels can create compelling campaigns that resonate with modern travelers and drive bookings. Connect with the experts at GCommerce to get started today.