Blue Magnet Hotel Online Marketing Guide

Remarketing: Using Consumer Behavior to Connect With The Right Users in AdWords

As active hoteliers with an eye for e-commerce, you are familiar with the value Google AdWords contributes to digital marketing for your hotel. PPC advertising is your fast track to the top of search results pages for highly competitive keywords for which your hotel may not successfully rank for organically. Outside of the search results, Display Network Ads allow you to promote your hotel’s brand across a huge variety of 3rd party websites that are a part of Google’s Display Network. Even further, you can refine your targeting to cater directly to hospitality and travel sites to guarantee relevancy. This is all a fantastic start, but you can take this a step further and directly connect with customers that are hot in the conversion window using remarketing. Have you ever completed a search for a product or service only to see an ad for that exact topic conveniently show up on another website as you continue to browse? If so, you have been remarketed!

How Can Remarketing Help Hoteliers?

Remarketing is defined by Google as the act of targeting online advertisements and/or email campaigns to specific users determined by their previous internet activity.

While email marketing taps into remarketing quite a bit, this post will focus solely on the opportunities found in AdWords. Remarketing is a step toward more personalized marketing because it takes into account user activity to learn about the potential customer. We are no longer pushing ads to customers who we think will do something online, we are pushing ads to potential customers according to what they have already done. This opens up a whole new level of actionable data marketers can use to confidently serve display ads knowing they are shown to the right people at the right time.

Timing and Relevance Matters To Potential Guest

According to a 2016 study of Google Remarketing Strategies, 70% of consumers agree quality, timing, and relevance of a brand’s message influence their perception of a brand or product. Remarketing allows us to make insightful decisions as to what a potential guest wants to see from your hotel and when a targeted ad will be most useful to them in the booking process.

How Does Remarketing Fit Into A Traveler’s Booking Process?

As outlined in a previous post, “Connect With Guests During Every Step Of Their Journey,” digital marketing channels allow us to reach travelers throughout every stage of the acquisition process. In this post, I speak to the extensive process potential guests go through before making the final decision to book, which involves many sessions on different devices. On top of the numerous stages of search, 37% of travelers think about vacation planning once a month and 17% think about vacation planning once a week. Even further, travelers express they want a more personalized experience when searching for travel options online. If users are constantly searching for hotel options across different search platforms and at such great frequency, they certainly are leaving behind a trail of actionable data marketers can use to create a more personal connection!

Remarketing Data Points

Marketers dig through tons of data from AdWords and Google Analytics to make meaningful choices about site content each and every day. But what data is worth looking at when setting up effective remarketing ads? One of the first behavior patterns remarketing gurus look for is called conversion abandonment, or in other words, users that took steps towards making a reservation on your site but gave up before completing the booking process. Put yourself in the shoes of potential guests: maybe they want to explore competing offers in the area, or maybe they are simply at the beginning of the acquisition process and are not ready to commit. Regardless of the reason behind abandonment, it is safe to assume they will return to a search engine or related travel websites in the near future to continue their journey. Using tracking technology to generate your remarketing list, we can help you continue to connect with each and every user that was just about to convert, and get him or her right back to point of conversion!

Where Can We Place Your Remarketing Ads?

AdWords allows us to push remarketing ads out to websites in the Google Display Network,ut not every site in this network is going to be worth spend from your AdWords budget. Think back to that statistic mentioned earlier: 70% of consumers agree quality, timing, and relevance are key to generating a positive connection when seeing advertising online. As hoteliers, selecting where we remarket our customers is an incredibly important step toward success.

While our ads can trigger across all kinds of sites, we want your hotel brand to re-enter a customer’s field of vision when they are back in the booking process. Refining your remarketing website list to include other booking points, such as online travel agency websites or local travel sites that may provide hotel information, is a great start to tapping into a potential guests session when they can use an extra push. While you are pushing to capture a user’s attention, you want to serve your ad in a way that feels natural to the user, not forced and intrusive.

How To Get Started

If you are a hotelier with a vanity site and an AdWords campaign, there has never a better time to allocate some of your budget toward remarketing ads. Blue Magnet can help you get started! With a few high resolution images and the touch of our expert copywriters, Blue Magnet can have a cutting edge remarketing campaign pushing out finely targeted and personalized ads that reach the users that matter. Learn more about remarketing and our paid media services on our services page, and stay up to date on the latest digital marketing trends on our blog!