Drive Direct Revenue with Paid Search Audience Targeting
October 10, 2017 8:42am
By Emily Speicher | GCommerce Solutions | Account Manager
Audience targeting and its introduction to Search Engine Marketing: As advertisers, we have the option to add specific audience targeting to paid search marketing campaigns. Google’s audience targeting was originally only available on display networks and YouTube campaigns, but in May 2017, Google expanded audience targeting to its paid search ad network. For advertisers in the hospitality industry, the in-market audience targeting options include demographics, such as age and gender.
Audience targeting for hospitality PPC: Age plays a vital part in marketing for the hotel and hospitality industry. The legal age to book a hotel room in the U.S. is 18 years old, but many hotels have the option to limit the booking age to guests who are 21 years and older. When evaluating previous traffic and booking behavior, we noticed a higher ratio of spending to revenue in people under the age of 25. Based on this information, we decided to focus our audience targeting for men and women above the age of 24. Currently, there are two different options for including audience targeting for hotels:
We focus on a few different types of remarketing. One type of remarketing is website targeting, which delivers ads to people who previously visited your website. Another form of remarketing through Google AdWords is audience retargeting to the hotel’s email distribution list. This is called Google AdWords Customer Match and includes any customer who stayed at the hotel or signed up for a newsletter. Targeting an audience that focuses on specific demographics requires an extensive knowledge of the property and the demographic groups that have the highest conversion rates. Google Analytics will track the conversions and separate each demographic group, based on age, gender, income, or location. Based on the information that we gathered for this hotel, we determined it would be most effective to target age demographics for our audiences.
The Lenox Hotel Results: Our team at GCommerce Solutions ran a test for using audience demographic targeting within PPC campaigns for The Lenox Hotel in the Back Bay area of Boston. We completed the following bid adjustments:
Our study includes data from June 11, 2017- July 20, 2017, compared to July 21, 2017-August 29, 2017. With changes in demographic targeting, we were able to better control our budget with a 5% decrease in cost per click and 7% decrease in total cost, while capturing a 4% increase in revenue for the property. The results of this test conclude that utilizing age/ demographic bid adjustments is a more accurate way to target the most qualified audience for this hotel, and allows us to increase our overall Return On Ad Spend. GCommerce recommends tracking data at the audience level to understand performance before implementing any bid adjustments. Specific adjustments and test parameters should be unique for your hotel, based on historical data. Please contact us if you have any questions about audience targeting and how you can better utilize this feature to improve performance.
Ready to increase your direct revenue and returns-on-ad-spend? Great, let’s connect!
search engine marketing,
Built on the belief that one-size-fits-none, GCommerce strives to eliminate the cookie-cutter approach to digital marketing. Catering to a wide variety of clients in the hospitality and tourism industry, GCommerce provides a customized, strategic, and client-focused approach to digital marketing. Services provided include but are not limited to search engine optimization and marketing, website design and development, display advertising, email marketing, and social media advertising and consultation.
Boasting a robust and diverse clientele, GCommerce serves at the pleasure of its clients, which include industry-leading hotel management groups, luxury and boutique hotel brands, resorts and casinos, franchises and independents, and more. No matter the scope of work, GCommerce remains focused on delivering a customized approach and incredible customer service to all its clients.
Focused on helping you discover the efficient frontier of digital marketing, GCommerce is waiting for your call. Contact us by phone at 435.214.5100 or email at email@example.com.
Contact: John Oscadal
Does Search Engine Marketing Actually Work for Hotels?
How Much Should I Spend on Paid Search for My Hotel?
How to Be Successful with Google Hotel Ads & Hotel Meta Search
5 Perks of Using Search Keywords in Display Advertising Targeting
Behavioral Data & Advanced Retargeting Tactics Allow for 230% Increase in Website Conversion Rate
How Your Hotel Can Win in a Mobile First World
10 Search Engine Marketing Trends Hotels Need To Know In 2017
Improve Organic Search Performance with Structured Data
GCommerce Hosts Exclusive Travel Trends Event With Google and Other Top Industry Leaders
% New Sessions Missing - Change May Be Coming To Google Analytics Default Metrics
GCommerce Increases Vantage Hospitality’s Paid Search Revenue by 75%
GCommerce Debuts New Website with Innovative No Strings Attached Program
How to Jumpstart Your Hotel’s Direct Bookings through Search Engine Marketing
BookingSuite Customers Only Have 10 Days Left Until They Lose Their Search Engine Marketing Solutions Provider
HSMAI to Honor GCommerce Solutions With Bronze Adrian Award for Travel Marketing Excellence
How to Jumpstart Your Hotel's Direct Bookings through Search Engine Marketing
The Newly Redesigned Nine-Ten.com is a Perfect 10
A How-To on Google AdWords' Income Level Demographic Targeting
5 Essential Steps to Compose Award-Winning Emails
Combat Seasonal Lows with Interest-Based Paid Search Campaigns
Please login or register to post a comment.