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How AI will affect paid search for hoteliers

Adopting AI into your tech stack requires understanding how and where this evolving technology can help your business

By Valentina Suarez, Digital Media Supervisor, Cendyn

Artificial Intelligence or AI, is already making a huge impact on a variety of global industries, including hospitality.

Google has already seen success with its own AI implementations, including its fully AI-powered Performance Max ads, which have seen ‘on average over 18 percent more conversions at a similar cost per action’ versus other paid search ads.

Originally published in the latest AccomNews print magazine HERE

A separate case study by Google found that India’s travel booking engine, Goibio, saw a 25 percent increase in hotel transactions with Smart Bidding, with a 22 percent lower cost per conversion rate for non-brand paid search campaigns. 

With any new innovation, adopting AI into your tech stack requires understanding how and where this evolving technology can help your business, while also understanding the areas that need improvement and may become more helpful down the line. To help you learn how AI is improving digital marketing strategies such as paid search this article outlines everything you need to know and what to expect as this technology continues growing in usage and importance.  

How can AI help with keyword research?

AI, particularly tools like BARD, can be an incredible asset for optimising your keyword research. These tools can analyse vast amounts of data, including search trends, user behaviour, and competitor strategies, to identify high-potential keywords. AI algorithms can uncover valuable insights that might be missed through manual research alone. By leveraging AI, hotels can optimise their keyword strategies, target relevant keywords with high search volumes, and improve organic search visibility.

How can voice search optimisation be accomplished with AI?

AI plays a crucial role in voice search optimisation. By analysing voice search queries and understanding the conversational nature of voice searches, AI tools can provide insights into user intent and long-tail keyword usage. With this information, hotels can optimise their website content to align with voice search queries.

AI-powered content generation can help create natural, conversational content that is more likely to appear in voice search results, improving hotel website visibility and driving targeted organic traffic.

How can technical website errors be fixed using AI?

AI can assist in identifying and fixing technical errors on websites. AI tools can crawl websites and detect common technical issues such as broken links, duplicate content, and slow page load times. By leveraging AI algorithms, hoteliers can quickly pinpoint these errors and provide recommendations for fixing them. Additionally, AI-powered monitoring can help detect and address technical issues in real time, ensuring a smooth and error-free user experience.

AI tools can also identify and fix structured data gaps by generating compatible JSON codes for hotel services. This improves search campaign performance and helps hotels excel in SEO by implementing schema data effectively.

How can AI help with marketing strategies around paid search?

AI can greatly enhance marketing strategies by providing data-driven insights and automation. AI tools can analyse large datasets to identify trends, customer behaviour, and patterns. This information can guide the humans creating the marketing strategies, including content creation, audience targeting, and campaign optimisation.

AI-powered automation can streamline repetitive tasks, such as email marketing, ad targeting, and social media scheduling – allowing marketers to focus on strategic planning and creative initiatives.

Why is targeting brand keywords with AI important?

Targeting brand keywords with AI is crucial because it helps establish and maintain a strong online presence for hotels. AI tools can analyse brand sentiment, monitor online mentions, and provide insights into customer perceptions.

By targeting brand keywords effectively, marketers can ensure that hotel websites appear prominently in search results when users search for their brand name. This not only increases brand visibility, but also helps reputation management and driving targeted traffic to websites.

AI’s ability to analyse and respond to brand-related data allows hoteliers to tailor their marketing strategies and enhance their brand recognition and online reputation.

How to get the most value out of AI

As AI continues to evolve, it’s important to stay up-to-date on the latest strategies and best practices for your paid search campaigns, as well as understand that AI is a tool that leverages human expertise and is not a replacement for that expertise.

Getting the most value out of AI’s many capabilities still requires marketing experts who can unlock the platform’s full potential while also understanding your unique brand and audiences. At the end of the day, it’s the human element that will ensure your campaigns are actually connecting with current and future guests. 

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