EN 
ES In today's world, digital marketing has become a key tool for any business aiming for success in the marketplace. Google Ads and social media are two of the most popular and effective tools for generating traffic and increasing your business's visibility. In this article, we will discuss how to pay for ads on Google and social media, the importance of generating funnels, and how to understand where to invest your money wisely.
Starting with Google Ads, it is essential to remember that it is a search engine designed to provide answers to users' questions. Therefore, it is crucial to know how to create effective advertising campaigns that meet your customers' needs. Everything revolves around what the consumer is searching for, making it necessary to conduct thorough keyword research and gather information about the target audience.
With Google Ads, you can compete with large brands by engaging in paid actions, allowing you to generate new demand or attract customers directly to your website. In addition to bidding, other factors come into play, such as the information you have, the keywords you use, and the linkage with branding actions.
To compete with the big players, it is essential to make the most of your information and brand, and to implement effective actions that allow you to leverage them. For example, a small hotel can compete with a large hotel chain like Meliá—something that would have seemed unthinkable a few years ago due to the significant differences in advertising investment.
In the hospitality world, there are two main channels: direct channels and intermediary platforms like Booking. While direct sales are the best channel, they are not free and should be evaluated in terms of ROAS (Return on Advertising Spend). To calculate this, you need to consider the technological needs for making the sale, the CRM, and the advertising investment. Generally speaking, direct sales offer greater advance booking, a higher average ticket, a longer average stay, and fewer cancellations. If you capture the customer directly, they will be yours.
In the hospitality world, there are two main channels: direct channels and intermediary platforms like Booking. While direct sales are the best channel, they are not free and should be evaluated in terms of ROAS (Return on Advertising Spend). To calculate this, you need to consider the technological needs for making the sale, the CRM, and the advertising investment. Generally speaking, direct sales offer greater advance booking, a higher average ticket, a longer average stay, and fewer cancellations. If you capture the customer directly, they will be yours.
Another important aspect to consider is the destination. In destinations heavily serviced by tour operators like the Balearic Islands or the Canary Islands, it can be more challenging to carve out a niche in the market.
Finally, it is essential to generate an audience that you can direct to channels other than Google Search. Social media is an excellent channel for this, and it is important to know how to use it effectively. With Social Ads, it is vital to remember that not everything is organic activity; you must create funnels and understand where to invest your money wisely. In summary, success in digital marketing is based on understanding consumer behaviour, creating effective advertising campaigns, generating funnels, and identifying the right marketing channels.