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2 B&B's with same keywords.

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi there. New at Addwords. I have two bed and breakfast establishments in the same town(same keywords, different domain names ) . How would i go about setting up without bidding against each other?

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Re: 2 B&B's with same keywords.

Collaborator ✭ ✭ ✭
# 2
Collaborator ✭ ✭ ✭

Hello,

 

Scenario 1 : Using a search campaign ( not a Display campaign)

 

If they have the same location, the same keywords, what would be different about them ? Only the ads and the destination URL. So you can create 1 ad group and many ads, some ads for the location 1 some of the ads for the location 2. There is no competition.

 

Even if you place them in 2 ad groups, if you set the bids equally for keywords, they will simply split the local traffic. 

 

You cannot occupy 2 slots in the 11 advertising spaces on the first page.

 

Scenario 2 : You do not want the same people to see both of your ads.

 

In this case you can setup the adwords remarketing tag to gather audiences and with 2 rules you can build 2 audiences : visitors who reached URL for location 1 , visitors who reached URL for location 2.

 

Having 2 ad groups for both locations, you can exclude the audience who visited URL for location 1 from the ad group for location 2.

 

Scenario 3 : Using a Display campaign.

 

Currently the double serving policy seems to not apply in this case and you may occupy 2 advertising spaces on the same page of a placement website if you have 2 ad groups targeting the 2 locations and the same placement with different bids.

 

This is just my opinion as a forum member who subscribed 3 months ago. There are here far more prepared specialists who may add to this issue their ideas.

Re: 2 B&B's with same keywords.

Top Contributor
# 3
Top Contributor
Hi there;
Do these establishment have similar pricing? Do the offer similar services (or one, for example, is a premium accommodation, and the other targets budget travelers) - this would determine if you could use two accounts or only one.
Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: 2 B&B's with same keywords.

Top Contributor
# 4
Top Contributor

Hi Leam, welcome to the Community.  This is a tricky situation, one I've faced in the past with hotel clients in the same city.

 

I'd look to Moshe's suggestion of determining whether anything separates the two businesses - is one more expensive, more "boutique", pet friendly, etc.  If there are differences, the only downside may be that you end up only advertising as a niche, rather than generally for the area.

 

My other suggestion depends upon whether you're advertising these businesses for yourself or on behalf of the businesses themselves.  If both businesses are owned by you I'd be inclined to advertise them together.  In other words, set your advertising up simply on the basis of Keywords related to B&Bs in the town, then use a website that offers a choice of two locations.  Let your visitors choose which property they'd rather stay in - since you own both properties, you can't lose.

 

If you're advertising the properties on behalf of two separate businesses then the above approach is more tricky but it can still work, depending upon the relationship between the businesses.   If there are differences in the nature of the two businesses then you could still propose to them that there's an element of shared advertising.  Say one is pet friendly and the other isn't and one is "luxury" and the other more standard, you could have one (or more) Ad Groups advertising "generally" and others advertising specifics like the pet friendly nature.  The two businesses would split the cost of the advertising between them.

 

I would say that in any decision you must ensure you have AdWords conversion tracking in place - particularly if you're going to share the advertising between two businesses, you must be able to track which bookings came from AdWords.

 

As some general advice, remember that B&Bs are really quite different from hotels in terms of search intent so you should take this into account when designing your AdWords structure.  I'd also say, on a personal note, that I refuse to book any hotel that doesn't have an online availability and booking system and I know I'm not alone in that.

 

Jon

 

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: 2 B&B's with same keywords.

Top Contributor
# 5
Top Contributor

@Jon;

>>>  " I'd also say, on a personal note, that I refuse to book any hotel that doesn't have an online availability and booking system and I know I'm not alone in that."


Interesting ...
Do you only do online booking for hotels and vacations? Gave up travel agencies completely?

 

 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: 2 B&B's with same keywords.

Top Contributor
# 6
Top Contributor

@MosheTLV I use hotels a fair bit around the UK as I travel to meet clients and do my "day consultancy" thing.  For me, if, in 2013, a hotel or B&B doesn't have an online availability calendar and booking engine then they're not serious about their business and I don't want to give them my custom.

 

Five and certainly ten, years ago such booking systems would have been quite expensive and such an attitude would have been unfair but today there are plenty of very inexpensive options for providing calendars and booking solutions that even the smallest B&B could afford.

 

It doesn't really even matter what the individual hotel does, it's what their competitors are doing and I have a classic example from just this morning.  In mid-August I'm meeting a client in Derbyshire, a lovely county only 150 miles or so from where I live but I wanted to stay overnight so we could meet for drinks in the evening.  I stayed in the town I'm going to about 10 years ago and remembered the name of the hotel - let's call it the George.  They have no online booking system, no availability calendar, asking only that you ring to book.  I liked the hotel when I stayed before so I broke my own rule and called them this morning.  A chap answered then asked me immediately to "hang on" while he clearly and audibly dealt with customers where he was.  When he decided to talk to me he asked me three times what day I wanted to stay, then went off again for another 5 minutes before coming back and saying "Yes," he had a room.  "OK", I say, "great, can I book that then?"  He then, and only then, tells me that they have a "policy" for weekends (and when did Friday become a weekend?) of only taking bookings of two nights or more.  Great, so I've wasted a total of almost 15 minutes on the phone when in fact their own stupid policy prevents me booking the room.


So, back to Maps and there's another hotel about 100 yards away.  I click on their site.  Looks nice.  I click "Availability", enter my date and it offers me a choice of two rooms.  I was done, booked and with a confirmation email in my inbox less than 2 minutes later.

 

Now, which hotel is going to do better in the long run from online bookings?  

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: 2 B&B's with same keywords.

Top Contributor
# 7
Top Contributor
Am having the same argument with a client in australia who has an "online booking engine" which takes you OUT OF HIS SITE to the booking engine - which is a form.... just a form - with fields for name an dcontacts and thedates you'd like to book.... my client then gets an email with the request - nothing is done online and the user cannot get an immediate confirmation.

Jon is so right - there are simple plug ins that handle this seamlessly and can even take simple deposits... I get close to tears when the client tells me that don't see the point of upgrading their system... after all I'm sure the big book works perfectly well.... or maybe not.

I will get there - but don't hold your breath!

Re: 2 B&B's with same keywords.

Top Contributor
# 8
Top Contributor

Oh Steve, I know.  I have a client myself that has a really quite nice website but her booking engine - like your client - is horrible.  It goes to an external site and is this ugly, grey and black text tiny box stuck up in the top left of the screen.  There's no branding, no instructions, it's almost worse than not having one at all.

 

I'm in the same position of trying to persuade her that if she just paid someone to build a solution that fitted within her site, she'd revolutionise her conversions but I'm having a difficult time putting this across.

 

Sorry, Leam, we seem to have hijacked this thread with our moans but perhaps they've been useful!

 

Jon

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