Many hotel marketing techniques include paid ads, but it can be a difficult nut to crack. Anyone may make a fast ad on Google or Facebook, but you’re unlikely to see good results unless you’ve carefully considered your targeting, keywords, graphics, messaging, and offers.
In reality, display ads have a 0.06 percent average click-through rate. So, with cost-effective hotel paid ads, how do you effectively meet event planners and party organizers? The key is to develop a unique, well-thought-out plan for the marketing channel. If you wish to learn and plan your online marketing strategies, you can enroll in a digital marketing certification and implement the same for your business.
Here are six tips to help you launch a successful hotel paid ad campaign:
1. To make search engine marketing work for you, find the right keyword balance.
The process of targeting keywords on search engines to promote your website to a particular audience of online searchers is known as search engine marketing (SEM). Most hotels will use a PPC (pay-per-click) model for these advertisements, which ensures that the amount you pay for the campaign is determined by the number of clicks the connection receives.
To drive traffic to your hotel’s main website, landing pages for event planners and party organizers, or exclusive group booking deals, this is the most cost-effective way. However, merely producing clicks is insufficient. You can target the audience that is most likely to book an event or a group stay at your hotel using the right keywords.
The effectiveness of your search engine marketing campaigns largely depends on your keyword strategy. Keywords should be important to your hotel’s brand and precise enough to meet the people who are most likely to book an event with you.
You can, for example, target event planners depending on the type of event or industry they’re organizing, as well as your particular venue. More descriptive keyword phrases and more specificity in the search terms will not reduce the cost per click and are more suitable for the target audience, but they usually attract less search volume and smaller potential users.
A good strategy strikes a balance between keyword competition and expense, as well as the size and specificity of the audience you’ll be targeting.
Consider a hotel in Dubai that draws a large number of sports teams for summer training. For these teams, the hotel would like to target the community organizers. Using the keyword phrase “hotel for groups in Dubai” is far too large, while “minor league basketball summer training hotel options in Dubai” may be far too narrow. Phrases that strike the right balance include:
- Summer training hotels in Dubai
- Hotels with large gyms in Dubai
- Hotels for sports teams in Dubai
- Hotel for summer training sports teams
- Hotels to review tape in Dubai
To find the right keyword phrases for you, focus on the features and advantages that your target audience values. You won’t always want to include your place because you’ll want to draw searchers who have more location versatility.
Be prepared to make changes if needed as you keep an eye on your analytics and campaign results. It’s time to think about how you can improve the PPC campaign that you’ve built if it’s generating traffic but not turning tourists into customers. You can hire PPC experts from agencies like Lever to unlock the power of PPC and gain meaningful additional revenue.
Including a limited-time deal in your ad is another way to do this. It will give planners who click on the ad the justification to click that benefits them directly and a sense of urgency.
More and more group organizers are using their smartphones and tablets to look up information about the venue so make sure that your campaign is mobile-friendly.
Ultimately, you can make changes to the landing page that you are sending people to so that it’s meaningful and serviceable for community organizers and event planners.
2. Facebook’s ad targeting for event planners must be creative.
When it comes to Facebook advertising, there are a lot of choices, and each one serves a different purpose. When searching for individual travellers, the targeting choices for these advertisements are fairly self-explanatory, as you can effectively create a mix of demographics and interests that fit your target travellers. But how will you go about targeting event planners and community organizers with these options?
Targeting your email list is one way to start attracting the right audience. This means you’re contacting planners with whom you’ve already formed a relationship, even if it’s only through your email newsletters. You can take it a step further by creating a “look-alike” audience whose profiles match those on your email list.
You do have a range of variables to use to deliver targeted advertising if you don’t have a large email list of event planners or if you want to play with other targeting possibilities. For instance, you might reach out to those who have “event planner” listed as their job title and are located more than 100 miles away, to reach out to those who organize out-of-town conferences.
To target, local businesses for items like weddings, concentrate on event planners within a 50-mile radius (you can add interest in “weddings” or “wedding planning” to get even more specific).
To reach a “warmed up” audience, use advanced location targeting to attract event planners who have previously tagged your hotel’s location if you’re looking for repeat business. Use remarketing to meeting planners who have visited unique landing pages on your website as an alternative.
3. Maximize the popularity of your content on Facebook by boosting it.
The days of posting free content and expecting everyone to see it are long gone. Only a small portion of your followers can see your posts even if you have 20,000 Facebook likes. If you want to get the most exposure then you’ll have to pay to advertise your content. As a result, for many hotels, boosted Facebook content has become an integral part of their paid advertisement strategy.
Event planners and community organizers browsing content on Facebook will go through a buyer’s journey that includes a “dreaming” phase, “planning” phase, and “execution” phase, much like individual travellers.
The content relating to using hotel space creatively, taking advantage of event trends in 2021, and why the destination is ideal for their industry or event form would appeal to event planners and community organizers in their dreaming process.
Focus on content that assists event planners in creating a better event experience while keeping costs under control during the planning process. At this point, checklists, interactive tools, infographics, and case studies will all work well.
You’ll need to demonstrate why your hotel is the ideal fit for the planner’s requirements, to move on with the execution process. For this process, price comparisons, links to deals and discounts, and detailed information about event spaces are all relevant.
Read More: Refining Your Facebook Audience for Better Ad Targeting
4. To get new ideas in using event spaces, use Instagram Story ads.
The most visually appealing of all the social media platforms is Instagram, making it an excellent platform for showcasing your hotel’s style and brand presence. In the “dreaming” process of the buyer journey of event planners, they will be on the lookout for innovative ways to use event rooms, fresh ideas for engaging guests, and breathtaking videos of live events.
For a full-screen immersive experience, you can advertise your event space on Instagram’s news feed as well as ads in Instagram Story. offering you a great opportunity to reach out to your audience without becoming invasive is through ads in Instagram stories because they are virtually indistinguishable from organic content.
You can take the time to develop custom visuals and messaging for this site, given the unique potential of story ads, instead of repurposing images and content from other paid advertisements.
To maximize your audience’s exposure consider running a carousel ad, as each of the three panels will hold up to 15 seconds of footage (you can link to a different landing page from each card is an added advantage).
Since your logo would be tiny and likely overlooked as a profile picture during the ad, you’ll want to include your brand name in the first few seconds of the main body of your ad. You only have a few seconds to lease and amaze before the dreaded swipe so be sure to make your messaging and call to action for planners as transparent as possible by putting your most compelling benefits first.
Story ads for planners and organizers who are familiar with your brand are your best bet even though this platform is ripe for innovation and innovative uses. When a story deviates too much from what a user wants to see, it’s easy to swipe past it, and users who are already familiar with you are more likely to pause before swiping. To get the most value for your money, use targeting options to zero in on users who have given you their email address or phone number, interacted with your previous content, or visited your website.
5. Use the services of Prism Marketing Management to reach planners directly.
You can advertise directly to event planners in different stages of the buying process by using the services of Prism Digital Marketing the best search engine marketing agency in Dubai. You can hit tens of thousands of event planners by using content marketing ads, search ads, competitive marketing ads, and more.
At every point of the buyer’s journey, these advertisements help you develop and improve your brand image. Prism will help with display ads and supported content on its blog, email newsletter, Microsites, and more, if you want to alert event planners to a major hotel upgrade, promote your destination in general, or catch event planners investigating your competition. Use these ads to:
- You’ll have complete control over your content, allowing you to promote what you want when it’s most appropriate.
- To attract important repeat sales, reinforce your brand with current and previous customers.
- Guide traffic to your venue or destination profiles.
6. Keep track of your progress and make changes as needed.
You’ll get the best results by monitoring and tracking each campaign and making necessary changes, just as you would for any marketing plan. You will discover if the planners clicked through to your bid, whether they were eligible sales leads, or whether they abandoned the page after clicking by looking at your ad analytics.
You may make important improvements to your process by reviewing where you are losing prospects and offering more relevant knowledge or deals to your audience. Make use of these hotel paid advertisement tactics work for you!
Additionally, you can directly contact event managers to maximize your group bookings. Call us now at Prism the best search engine marketing company to increase your reach.
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