Por Pablo Delgado y César López
Generic advertisements: unavoidable but mostly harmless
Google shows advertisements according to the words that the user has written… every single one of the words.
You can prevent advertisements appearing when your names is searched or advertisements that include your name in their text but you cannot do anything about advertisements that appear due to rest of the words used in the search.
Although you cannot avoid these advertisements, they are less effective because they speak about hotels in a particular location and not a specific hotel that the user is searching for.
This advertisement from Booking.com does not appear due to having searched “mandarin” but rather for having written “hotel” and “Munich.” Notice that it does not include any reference to “mandarin.” It has been prohibited.
Once you have achieved this
Without intermediary advertisements you get the maximum visibility when a user searches for your hotel.
If your bet is decided by your official website, you can continue advertising yourself (finally, just you).
- They will be much cheaper than before since you won’t have competitors bidding.
- You distance yourself from intermediaries and competitors and push them towards the bottom of the search page.
In the screenshot above, you can see how Hilton manages to cover the entire search results page with nothing but its own websites.
You can do the same.
How intermediaries get the customers that are searching for you:
- 1st Part: The problem
- 2nd Part: Your options
- How to register my hotel’s name as a brand
- How to ask Google to stop posting ads with my brand’s name