Bing hotel advertising uses the CPC model, but does not create a potential bid optimization plan for the set date or default travel time of the traveler.
Recently, the media reported that Microsoft Bing Bing has launched a new booking function for air ticket search. In fact, in recent years, Bing has been trying to access the hotel search service. Bing tested Hotel Ads last year, and this year launched an overall plan to help hotels display room information and real-time room rates on Bing search pages and Bing maps.
The Hotel Ads project complements the hotel’s existing digital marketing channels, enabling hotels to further reach travelers with booking needs. Tested by Global Travel News, Hotel Ads currently focuses on the search of English keywords on the “International” page of Bing.
Similar to other meta search engines such as Google Hotel Ads and TripAdvisor, Bing Hotel Ads uses a CPC (pay-per-click) bidding model. The hotel bids on a certain percentage of the room price and adjusts the bid every night. This model is also a recommendation strategy of Bing platform, which takes into account the room for changes in hotel prices and maintains the price advantage of hotels in multiple date ranges.
Bing’s current bid optimization is still limited to the level of user equipment, but the platform is also trying to optimize from the aspects of passenger source, check-in time, advance booking window and check-in time. Unlike Google Hotel Ads, Bing has n’t created a potential bid optimization solution for travelers ’set dates or default travel times.
Benefits for hotels
Expanding market reach: Bing has a 33% market share in the US search engine field. The site has 66 million users not covered by Google, with an average monthly user volume of 140 million and monthly independent search volume of 6 billion.
Lower CPC prices: Compared to meta search engines like Google, Bing’s CPC bids are lower. For most hotels, there are relatively few competitors on the Bing hotel advertising platform.
Reaching high-income elderly user groups: 72% of Bing users are over 35 years old, with the highest proportion of users aged 45 to 54, reaching 20%. In addition, more than 33% of Bing users have household incomes of more than $ 100,000.
Hotel digital marketing agency NextGuest Digital (formerly HEBS Digital) believes that for hotel brands with limited budgets, Bing hotel advertising is a good supplementary delivery option, especially if it has accumulated high search volume or natural traffic conversion rates Higher brands.
Some hotels have implemented SEM (Search Engine Marketing) on Bing, and Bing’s hotel advertising program can complement its overall strategy. By reaching Bing ’s user base in the U.S. market, including 66 million users that Google has failed to reach, hotel brands are able to attract potential booking travelers to a greater extent.
On the other hand, OTA currently occupies a lot of positions in Bing’s hotel advertising projects. By placing ads in Bing, hotels can regain market share and promote direct booking. NextGuest Digital believes that Bing’s target group is high-income elderly users. For hotels with the same target group, Bing advertising will be more effective.