According to Statista, Google Ads were the biggest provider of search advertising on the market in 2020. However, the platform is making some changes, specifically to its keyword section with phrase match and broad match modifier (BMM).
Here is how Google Ads is updating its search format and how it will affect future advertising.
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To stay competitive, hotels of all sizes must use metasearch sites. These sites (e.g. Google, TripAdvisor, Trivago, etc.) aggregate and list hotel room rates from various online travel agencies (OTAs) and other booking sites all in one place. From there, guests compare prices and availability before booking.
Travelers can enter search terms (e.g. travel dates, location), then the metasearch sites present hotels that meet the criteria. The listings show a hotel’s rate (plus guest reviews, amenities, photos and policies) on several different booking sites, like Booking.com. If the traveler clicks the link to one of the channels, they can complete their booking there.
Here are ways hotels can effectively use metasearch websites to increase bookings and gain brand awareness.
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Brands are always looking for ways to create some exposure but sometimes, it is caused by a controversial customer. We’ve seen this recently in the online store dropping the company that carried Kyle Rittenhouse’s family’s branded merchandise. Also, many companies have cut their ties to President Trump.
Have you ever wondered how a store goes about making these types of decisions? Here are a few things retailers can do when dealing with a controversial customer.
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