Online ad campaigns require attention to detail along every stage. No matter where your customers fall along their path to purchase you’ll need to put maximum effort into ensuring your online ad campaign is successful for the travel market. Ad campaign performance requires specific goals, knowing your target audience, and continually making adjustments based on data.
Here are five tips for travel brands, in order to make the most of your online ad campaigns:
1. Start with a Plan
One of the ways to ensure the best results from your online ad campaign is to start with a plan and set measurable goals for what you want to accomplish. By setting real and measurable goals, you’ll be able to determine if your campaign is a success. Think about what exactly you want to achieve with your advertising campaign. Do you want to get heads in beds? Bodies in seats? The more quantifiable this goal is, the better. You should aim to have a specific audience make a measurable behavioral change in a set time period. This way, you’ll know when you achieve your target goal.
You should begin with the end goal in mind to focus your advertising activities. By optimizing for your end goal, not for each individual step, you can increase campaign performance. If your goal is to drive conversions, then optimize for conversions, not just click throughs.
2. Budgeting for your Online Ad Campaign
Go into this with a budget in mind. The old proverb “failing to plan is planning to fail” holds true. If you lack a cohesive plan, you can spend a lot of money without generating any measurable response. Budgeting for a well-planned advertising campaign will enable better engagement and deliver a higher ROI than spending a little money haphazardly here and there.
Sophisticated targeting capabilities allow advertisers to segment as they look to influence a specific audience. For campaign success, you must base your campaign goals on a thorough understanding of your target audience. Is a traveler more likely to click on a hotel ad if it offers a discount on a night’s stay, or if it offers spa amenities? This depends on that hotel’s target audience for the campaign. If you want to drive new high earning luxury travelers for extended vacation stays, then offering daily spa amenities would drive a higher click through rate than offering a one time use discount on a night’s stay. Different visitors will prioritize different amenities at different hotels.
We’ve consistently demonstrated in campaigns that audiences respond better to tailored, relevant messages. More segmented target audiences allow for more relevant messages, communication strategies and incentives, and thereby better results for the ad campaign. While it’s true that everyone is potentially a customer, this doesn’t help as a criterion for properly segmenting a target audience, and will reduce your chances of success. As a brand advertiser, you may be interested in all young tech professionals, but it’s only those with a history of or proclivity for traveling that you should target if you’re trying to attract new bookers at a hotel. The language, message, and incentives that will be effective vary depending on your audience.
Use a travel advertising platform to access millions of travel intent signals in real time.
4. Monitoring Your Online Ad Campaign
You should always be monitoring your campaign once it’s up and running. Hotels, airlines and non-endemic advertisers all spend millions to market their services and to drive traffic to their websites. Creative performance and responder demographics are critical to improving engagement and brand experience as you’re able to better target customers with offers and differentiate your properties, products and services from your competitors. By carefully analyzing your ad campaign data, you can extract valuable business insights and use those insights to improve your understanding of your audience and their experience with your brand. Once you’ve measured your success you can use these insights to determine where, when and how to prioritize change.
5. Act On It!
Revise based on what your data says. Demographic and behavioral data is telling; these can deliver a degree of granularity that can be used to better segment and market to customers. Make note of which ads are helping you reach your goals and those that need work. Consider increasing your bid price or daily budget to reach a more targeted or broader audience, or adjust the frequency of your advertising. Using deep data insights, hospitality and brand industry leaders can update their marketing campaigns and formulate competitive marketing strategies.
To partner with Sojern on a successful online ad campaign for travel contact us now.