How to setup Google Ads to Bid ON Brand and divert attention away from Booking.com

We are back with another Boostly tune up mini series and I am in Spain helping Clayton at Cassano Granado in Elmira. And we yesterday we were focusing on the website. Now it's about driving traffic to the website and Clayton wants to give Google Ads a ghost. Let me just show the screen here. So what we have here is Google Ads campaign and what we've done is we've set up a very specific campaign that is going to drive more people towards the website. This is called bid on Brand. Now what this means and what this does is that if anybody's going to come onto the Internet and type in any of these combinations, then Clayton and Cassandra Granado website is going to come up. This is bid on Brand. Now, bid on brand just basically means that when somebody goes onto the Internet and types in the business name, the likes of booking.com etc are going to be bid on your brand on Google Ads to make sure that they come up at the top of Google, which is something that we don't want to happen because when somebody Google's our name, we want them to come to our website. And yet you can have a website, you can have Google Map, etc, but people click on the first thing that they see. Now you're thinking, well, why can booking.com do this? Well, it's because they put it in the T's and C's that you sign that you don't read. So what we need to do is we need to fight fire with fire. And the cool thing about doing this and using these keywords is that they are very unique, they are very rare. So it means the cost per click is very low. Pennies to the pounds. Now, if we were to do, say accommodation Spain or guest house in Spain or restaurant in Spain, that'd be really high. Lots of people search for that. It'll be very, very, very expensive. So instead what we're going to do and if you can see the screen, so if you listen to the audio version of the podcast, please come and find us on YouTube. We are going to use very specific words and as you can see, if you just scroll in and you zoom in, if I zoom in here, you'll see that we've got speech bubbles and then we've got blocks on the side here, brackets as they are called. Now, what happens by doing this, it means that this is a phrase match and this is an exact match. And what this means is that the person has to exactly type it in. Now if you weren't to include these little speech bubbles or if you weren't going to include the brackets. And what could potentially happen is that if somebody types in the words andalufia, then your ad will come up. And that's very expensive. You want to make sure that the keywords are relevant to the audience that are going to potentially type it in. Now, the cool thing about Google Ads, compared to if you just rely on the organic results, is that you can manipulate what is shown. So what do I mean by that? So if we come into here and we look at the ads now, what you can do is you can have your own text, you're not relying on Google to show the organic, but you can also have what is known as site extensions. So you can send someone straight to your booking page, you can send one someone to your favorite room or your favorite property. And also as well, what we've done is I've gone and added in some extra extensions that's going to show a special discount code that Clayton has for anybody who books direct. And also as well, we've got the phone number straight on Google. So but future potential guests can call them directly from the ad. So we're giving guests as much chance as possible to come onto the Internet, come on to Google and what they'll be able to do is they'll be able to find Clayton and Clayton's business, which is exactly what we want them to do. And by doing the bid on brand, we are literally fighting fire with fire. So just in case booking.com decide to that they want to target those keywords, et cetera, then what we're going to do is we're going to make sure that they won't be able to. And in there at the very top, what we're also going to do is we're going to make sure that it is is Clayton's business that that is showing which is, which is really key now also as well, just in case that on Google the booking.com appear higher for whatever reason than the website, then what we're going to do is we're going to make sure that we tell everybody that this is the official hotel website. We're going to say that this is the phone number to call directly. Book direct. Best discounts when you book direct. So just as an example that I'm showing here on the screen now, we've done that, I've typed in one of the keywords. This is an ad here. This is an ad here for obviously for the website. As you can see, the phone number is clearly visible. And in here we've Got basically a special offer when you book direct and we're mentioning the book direct, so we're educating, they guessed which is so key to do. And if they don't, for whatever click here, then it's here, here, here. We've got the total real estate. We are monopolizing the real estate on Google search. Yes, booking.com is here, but we've got a very good overall real estate happening here. So people are more likely to book directly on our website. Click on our website. And we are confident now that when a guest lands on the website the day we've got a really cool looking site, one now that a guest will want to book direct instead of going elsewhere. And we emphasize that with those messages, book direct, best discounts when you book direct, 10% discount when you book direct, et cetera, et cetera. So this is what we've done. This is part of the Boostly Tune up series. If you would like to find out more about how Boostly could give your business a tune up online with your social media, whether it's your listings, whether it's your website, et cetera, just email Markooster.co.uk, in the subject headline put Boostly Tune up and I'll get back to you. We've currently got 40 people who have expressed interest. I'll come, I'll speak to you directly. We'll, we'll put a quote a price together and if you're happy, then we're good to go and we'll feature you on a future podcast as we're breaking down what we're doing. I hope you're enjoying these little mini series. As always, if this is the first time that you are watching or listening in on one, we've got over 300 episodes that you can go back on. Just go to boostly.co.uk podcast and you've got a nice little library to get stuck into. If this is the first time that you're tuning in, hit the like button. Make sure you subscribe, make sure you download this episode, make sure you also share it with a, with a host in a Facebook group, a LinkedIn group, etc. Just tell somebody about it. My goal is to help 1 million hosts get the tools, the tactics, the training, but most importantly, the confidence to go and increase their direct bookings. And it all starts with you. So I'll be back tomorrow, as always, in 2021. I want to do a daily episode to give hosts the confidence that there is a way to increase their direct bookings and cut down on their over reliance on Utas. I'll be back tomorrow. Thanks for stopping by.