This article should be referenced to get an understanding of your digital advertising campaigns and what each is designed to accomplish. This article includes definitions of each digital advertising campaign and its role in the conversion funnel to help achieve your marketing objectives.
Programmatic & Social Advertising
Definition: Users that have shown either a generic interest in traveling or an interest in traveling to a specific destination.
Purpose: To help drive awareness to a highly relevant audience, while also building remarketing pools.
Definition: Builds an audience based on the attributes of your best guests
Purpose: To help drive awareness and new guests to your property, typically driving strong performance because the quality of data is extremely high
Definition: Campaigns that target people reading online content that contains specific keywords, ensuring that display ads appear next to contextually relevant content
Purpose: To help drive consideration and traffic to the website by finding people expressing interest in that moment based on the content they’re consuming at the time
CRM Exact Match
Definition: Uses your PMS data to serve ads to guests that have stayed at your property in the past
Purpose: To help re-engage guests and keep the property top of mind and encourage them to stay again. Segments can be layered to meet different needs (seasonal guests, high ADR guests, etc.).
Definition: Serving banners to users that have visited the website and left without converting
Purpose: To help ensure we stay top of mind for a consumer that has already shown a high intent, increasing the likelihood of a conversion. This tactic tends to convert at a higher rate and is used to drive a higher ROAS.
Abandoned Cart – Remarketing
Definition: Serving display banners to users that have visited the website, gone into the Booking Engine by checking availability, and left site without making a conversion
Purpose: To serve the consumer relevant ads to help drive them back to the website and into the booking engine so they can ultimately convert. These guests are extremely qualified as they have made it into the final part of the conversion process and the last part of our funnel. This campaign tends to convert at a higher and used to drive a higher ROI.
Paid Search (Google + Bing)
Paid Search: Leisure/Non-Brand
Definition: Capturing consumers who are showing a high degree of intent by searching for information relevant to your brand, but who are not yet using your brand term. When someone searches for "your location here + Hotels" into a search engine, our ads will show. Examples: “Boca Raton Hotels” & “Luxury Hotel in Boca’
Purpose: To help drive new users to the website and familiarize them with the brand to build awareness. Able to expand further and apply layers to get more specific (i.e. local market)
Paid Search: Meetings + Retreats
Definition: when someone searches for meeting terms in a search engine, our ads will show.
Purpose: To help build awareness for the meeting space and promote group bookings and business travel. Meeting and Retreats campaign drive RFP’s and generate revenue in the future.
Paid Search: Brand
Definition: When someone searches for "your brand name here" into a search engine, our ads will show.
Purpose: This is the main generator of revenue due to the consumers’ familiarity with the brand name. We can also layer in segments like Top Geo in order to capture guests coming through from our top markets.
Remarketing List for Search (RLFS)
Definition: Allows us to bid more aggressively for people who have previously visited the site or have converted in the past
Purpose: To focus on re-engaging consumers that have previously visited the website.