Building Upon Optimization Success
In large part, seasonal optimization is both an art and a science: While there’s no hard and fast way to determine precisely who will see your ads, or which activities and experiences they’re seeking, seasonal optimization helps hotels to highlight specific features and engage travel shoppers with timely content.
It’s a process of building themes into ads, testing concepts, and then using the outcomes to inform future campaigns.
“One of the best parts of the optimization feature is that users can measure the performance of each, distinct ad they run. They have access to the demand (impressions) and engagement (click through rate). In turn, they can make changes accordingly and learn which messages attract more traffic and produce more conversion for the hotel,” says Karla Ortíz.
Despite the vast potential that optimization offers to hotels, regardless of their size, price, or location, it is still a largely untapped feature. Most TravelAds users currently do optimization their listings in this way. While TravelAds produces significant results for hotels looking to capture the attention of large audiences in one fell swoop, the impact of a TravelAds campaign can be bolstered by running ads concurrently that are optimized for unique travel windows. And, like always, TravelAds only show when a property has rooms available—and hotels only pay when a travel shopper actually clicks on their ad.
If you’re new to TravelAds or looking to create an even more dynamic cost-per-click campaign, learn more about our straightforward and high-impact .