Over the past several years the Google Ecosystem has become a fully integrated advertising platform where all advertising formats are intertwined and work in concert, user engagement in the upper funnel influences conversions in the lower funnel, and a campaign in one advertising format influences the results from all other formats. Hotel marketers should no longer be fixated on stand-alone results from the various advertising initiatives on Google, but rather focus on blended results from the entire Google Ecosystem, including the Google Search Network, GDN, RLSA, Google Hotel Ads, and Gmail Ads, among others. Therefore, hiring different agencies and vendors to run various aspects of advertising on Google is a recipe for mediocre results. Get the full story at HEBS Digital