Understanding the value proposition of paid and free Google Hotels

Does the customer behave differently when clicking on paid or free links? What’s the impact on the conversion rate?

Mar 1, 2023

Google Hotels has become a critical source of traffic and revenue for the direct channel for most hotels. Both paid campaigns and free booking links are important parts of Google Hotels. They coexist in the same ecosystem and compete for the same customers.

However, they seem to play in slightly different parts of the funnel. Therefore, it is a good idea to have both running, so you can target your customers at all times.

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