3) Targeting Relevant Audiences at Scale
Does the platform deliver your sponsored listings to the right travel shoppers at the right time? Additionally, does it provide you with access to that audience at scale?
The ability to target the audience of your sponsored listings is key to delivering highly relevant sponsored content. Armed with the knowledge that you already possess about your ideal audience(s) and why they book with you, you should be targeting your ads accordingly. Does the sponsored ads platform allow you to target specific types of travelers—those who you know are likely to book with you?
Not only should your sponsored ad solution allow you to target based on key characteristics, but, to be effective, it must also provide you with a scale that exposes your ads to enough travel shoppers.
Key takeaway: Be sure that the platform you select will get your sponsored listings in front of the right travel shopper at the right time through a combination of scale and targeting.
Taking the targeting concept to the next level, can you customize the content of your sponsored listings in a way that engages travelers?
If you know that someone is looking for amenities like a pool, or that they are traveling with kids, (and you know that this is your perfect audience), then you have a golden opportunity to design your ad copy and images with that targeted audience in mind.
Any good sponsored listing solution should allow you to include copy that highlights your amenities (“kid-friendly restaurant,” or “within walking distance of the shopping district”) and should allow you to add compelling images that show travel shoppers why they should book with you.
Key takeaway: Select a platform that allows you to showcase the best of your hotel in both images and words.
Last but certainly not least: How will you know if your ads are working?
When you log into whatever platform you are using, do you see easy to understand, up to date, and relevant reports? Are you able to understand how many rooms your ads have driven? Are your reports customizable and easily interpretable?
Key takeaway: Ensure that your sponsored listing platform has dynamic reporting that helps you evaluate your marketing efforts and provides you with key business insights.
Now that you know what to look for, we suggest you It can flex to accommodate your budget, encompasses the scale of all of Expedia Group’s brands, is targeted and customizable, and provides advertisers with access to knowledgeable support. In short, TravelAds can help you get the most out of your PPC efforts by strategically aligning to your business goals and driving bookings.