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Global hotel brands overspending by $millions on Google AdWords

Our new white paper shows that international hotel brands advertising on Google AdWords could be recouping millions of dollars by optimizing their ad text to exploit Google's Quality Score based reward system.
This detailed research has only recently been made possible with the launch of our new algorithm based ad text effectiveness measurement tool, the ATO Metric.

The ATO Metric measures ad texts effectiveness with a combination of Google technical elements and proven direct response copywriting principles.

Ten leading international hotel brands were analysed in the research which highlighted that on average each global hotel chain could have saved $2.5 million over 12 months, and so together they could have saved in around $25 million.

The white paper demonstrates that global hotel chains are overspending needlessly on Google AdWords by very significant amounts.
By Paul Booth

Paul is the Chief Executive Officer of The ATO Co, which delivers ATO AdWords copywriting for UK-only and international brands in over 80 countries around the world.