sem
Back to Basics: Search Engine Marketing
HEBS Digital | March 11, 2019
Search engine marketing (SEM), or buying traffic through paid search listings, is a relatively easy way to drive qualified traffic and more direct bookings to your hotel website. It is used to improve the visibility of your website in search engine results pages (SERPs). SEM is a key advertising initiative, so we're diving into the basics of everything you need to know. What is it? Search engine marketing (SEM) is the process of increasing your website's visibility on search engine results pages. SEM refers specifically to the paid promotion of your website via pay per click (PPC) listings. Appearing above organic content, the goal of S...
The Top 5 Things You Need to Know Now in Hotel Digital Marketing: February Edition
HEBS | February 21, 2019
By Margaret Mastrogiacomo, EVP Strategy This month, the latest digital innovations include Facebook allowing Page owners to participate in Groups, new video advertising opportunities through Amazon, and asymmetrical layouts making a splash in website design. From SEO to design, discover the top five things you need to know now in hotel digital marketing. SEO: Google+ is officially shutting down and all web integrations should be removed. Google+ will officially shut down on April 2, 2019 and Google+ social sharing buttons will stop working. Google sent notifications to publishers that have Google+ buttons or any web integrations with G...
Five Tips for a Successful Cyber Monday Campaign
HEBS Digital | October 18, 2018
By Victoria Hsia It's no secret: Cyber Monday is a huge opportunity for hoteliers to drive bookings. What began as a one-day online shopping holiday has, over the years, extended into Black Friday and Thanksgiving, with some brands promoting deals even earlier. As a result, consumers aren't just searching for deals earlier, they're also making more purchases over a longer period of time. According to Adobe Analytics, American consumers spent $19.62 billion online between Thanksgiving and Cyber Monday in 2017, a 15% increase year over year. With the heavy saturation of Cyber Monday deals online, the market has inevitably become more comp...
Top 5 Things You Need to Know Now in Hotel Digital Marketing: March Edition
HEBS Digital | March 20, 2018
By Margaret Mastrogiacomo, VP Strategy By now, your digital marketing strategy should be in full swing. This month, Google My Business listings are getting an upgrade with the ability to add a property description, Facebook announced a new ad targeting option called Trip Consideration that allows hotel brands to reach potential guests in the early stages of travel planning and reaching people with online display ads based on their TV consumption (yes, Netflix included) is all the rage. From SEO to design, read on for the latest trends in hotel digital marketing. 1. SEO: Google is adding business descriptions to Google My Business. It a...
Does Search Engine Marketing Actually Work for Hotels?
Larry Mogelonsky | February 7, 2018
By Larry Mogelonsky, MBA, P. Eng. (www.hotelmogel.com) Search engine marketing (SEM) can be highly profitable, but only when properly executed and when hoteliers are actively engaged with the people who manage their Google Adwords campaigns to carry out what's needed for true success. As a general manager, this starts by asking three questions to your director of marketing: Can you tell me, unequivocally, that the money that we are spending in SEM is generating better returns than the rate of commission paid to the OTAs? What percentage of our SEM budget goes to buying our own brand name – that is, the 'bottom-of-the-funnel' &n...
The Top Ten Questions to Ask Your Paid Search Vendor
the Authors and HeBS Digital | February 4, 2014
by Max Starkov & Sara O'Brien In spite of the array of trendy new digital marketing initiatives and formats available to hoteliers today, the reliable old search engines still generate more than 50% of website revenue in hospitality (HeBS Digital, OTX Research). Not surprisingly, Search Engine Marketing (SEM)/Paid Search is currently the most popular online advertising format: More than 45% of every online advertising dollar is spent on search engine marketing (IAB). Paid search allows your hotel, resort or casino to: Promote concrete specials and rates Focus on selected markets - feeder markets, nationwide, global, and others C...
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