5 Perks of Using Search Keywords in Display Advertising Targeting
August 10, 2017 10:37am
Abby Rosenberger | GCommerce Solutions | Senior Marketing Strategist
While advertising efforts at many companies are siloed within the different departments, the search and marketing specialists at GCommerce have been working at a more cohesive, full-funneled marketing approach. In an effort to have our search and display campaigns work more symbiotically, we’ve been utilizing search terms in our display prospecting campaigns. While bidding on paid search terms can be quite costly, our display platform allows for the ability to target up to 10,000 keywords to include or exclude for a lower average CPM than paid search efforts. While there are many advantages of using keywords for display advertising, here are a few:
1. TARGET VIEWERS WHO HAVE SEARCHED EXTREMELY COMPETITIVE/EXPENSIVE KEYWORDS TO ASSIST PPC EFFORTS
Market terms tend to be more competitive and expensive - especially in highly - competitive markets such as Los Angeles, Miami, and New York. A hotel could blow through their entire budget trying to compete for terms such as “hotel in NYC” or “resorts in Miami.”When building a keyword list for a display network, it's important to include these terms in your display advertising targeting, providing hoteliers the opportunity to serve a display ad to users who have searched for these terms within a recent window. If the user clicks on the display ad or visits the site later after remembering the ad, they will now fall into the “remarketing” category. After this occurs, hoteliers can serve these users remarketing ads in the form of social media, paid search, or another, more compelling and targeted, display ad.
2. TARGET MORE QUALIFIED VIEWERS
Some display efforts only encompass more surface level targeting: geo-targeting, device targeting, and content verticals (i.e. the “types” of websites you would like your ads displayed on, such as technology, sports and entertainment, and music) By using search terms in your display targeting, you can ensure you’re reaching viewers who are in the research phase of their travel journey. For example, viewers searching for “flights to LA,” “Hollywood Bowl tickets,” or “hotel in Hollywood” would be more likely to book than someone who has not searched for those terms.
3. TARGET PEOPLE WHO HAVE SEARCHED FOR YOUR COMPETITORS
Who doesn’t want the opportunity to get in front of one of their competitors’ prospective clients? Keyword targeting in display ads provides our clients the opportunity to show one of their own display ads to someone who has searched for a competitor’s name. If your ads are compelling enough, this provides hoteliers the chance to make a great first impression on someone who would have booked elsewhere.
4. UTILIZE EYE-CATCHING CREATIVE BASED ON SEARCH TERMS
This is extremely helpful for very targeted and specific campaigns. For example- targeting for weddings can be difficult with traditional display efforts. Out of the million ad impressions you pay to serve, it is likely that only a fraction of those impressions were served to potential brides, grooms, or wedding planners. However, with keyword targeting, you can reach very qualified viewers searching “wedding venue in New York” with a beautifully crafted display ad showcasing the breathtaking venue.
5. EXCLUDE UNQUALIFIED VIEWERS
If you’re a luxury brand, you don’t want to waste impressions on a viewer who is searching for a the cheapest rate-- and if you’re a value-focused property, you don’t want to waste impressions on viewers seeking a luxury experience. The ability to exclude search terms is just as valuable as the ability to target them, especially as hoteliers’ average cost per acquisition continues to rise.
Learn more about how GCommerce can help you reach the right guests.
Like GCommerce on Facebook: https://www.facebook.com/gcommercesolutions
Follow GCommerce on Twitter: https://www.twitter.com/gcommerce
Follow GCommerce on LinkedIn: https://www.linkedin.com/company/gcommerce
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 firstname.lastname@example.org.
Contact: John Oscadal
HEBS Digital Wins Record-Breaking 21 HSMAI Adrian Awards, Including 10 Gold
New Industry White Paper - "The Business Case for Vanity Websites"
Tambourine Shares Hotel Digital Talent: Why Is It so Hard to Find?
How Much Should I Spend on Paid Search for My Hotel?
Milestone Launches "True" Mobile First Hotel Website Design
Hotels Should Already be Planning Their 2018 Summer Marketing Campaign, According to Industry Experts
Drive Direct Revenue with Paid Search Audience Targeting
HEBS Digital Wins 5 WebAwards for Industry-Leading Technology and Design
Benchmark's Wanderlust Lifestyle Travel Guide Takes Top Honors in "Best Digital Marketing Campaign" Category at the 2017 INDIE Awards
Must-Read Whitepaper Available: The Smart Hotelier’s Guide to 2018 Digital Marketing & Technology Budget Planning
Lodging Interactive Launches End of Summer Website Sale
How to Be Successful with Google Hotel Ads & Hotel Meta Search
How Can You Make the Most Out of Your Digital Marketing Plan in 2018?
Bottom Line Impact – Is Your Digital Marketing ROI Truly Impacting Your Hotel’s NOI?
Lodging Interactive Launches Stay.Play.Explore Local Sites Inspiring Travelers to Live Like a Local
Book the Date: Milestone Webinar on Keys to Planning Your 2018 Digital Marketing Budget
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
Please login or register to post a comment.