![]() With giants like and Airbnb bidding on destination keywords, it has often been too expensive to bid on the most obvious terms, like “Lake Tahoe vacation rental.” ![]() However, choosing the right keywords to bid on often proved tricky. Up until this announcement, managers wanting to run paid search campaigns would typically use Google’s self-service tools for bidding. Google V.P., Product Management Richard Holden and Managing Director of Advertising & Marketing – Travel Sector Rob Torres Are Speaking at Skift Global Forum. The startup said it offers an automated process that reduces the time managers spend running a paid search campaign and to increase the booking generated from such campaigns. Property management companies who use RedAwning’s marketing services to run their websites can now use its new tool for running AdWords campaigns. It also lists properties on Airbnb,, HomeAway, TripAdvisor, and other channels - including on Choice Hotels’ websites, as part of a deal announced in spring 2018. The Emeryville, California-based RedAwning offers franchise-like branding, website design, and digital marketing to companies that run tens of thousands of properties in North America and Europe. This matters because repeat visits are more common for vacation rentals than for hotels. Property managers can try to win future direct bookings if they advertise on Google and then persuade the customer to book directly the next time. Managers can use the ads to drive more traffic to their own websites.īy early 2019, the tool will let managers run ads that drive traffic to specific property listings, not just to company sites. Google’s project with RedAwning will make it easier for managers of vacation rentals to buy AdWords. This team has agreed to begin a project with RedAwning, a technology and marketing vendor for small and mid-size property management companies. So Google is targeting under-penetrated industries to sell more “blue links” ads with a team that is separate from its travel advertising and products unit. But as it becomes all-pervasive, the company has had to dig for fresh markets to sustain growth. Google’s signature business is selling advertising space atop its search results.
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