As we all know, the tourism sector is currently highly competitive, so defining a strategy OF SEM and Facebook For OTAs is a challenge. How did we do it? We’ll tell you in this post.
The marketing of OTAs and hotels is in a phase of constant change in recent years. The continued growth of online platforms, the growing presence of mobile devices and changes in demand are transforming how accommodation is sought and reserved.
Today we talk about the definition of the strategy of one of our largest customers, an OTA in which we started working in the summer of 2017, for which to define a strategy of SEM and Facebook was essential.
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Our client had already created an account on Google Ads and had launched a series of Google search campaigns, but did not have a specialized team that worked them.
On the other hand Facebook Ads It is also a great platform for a customer of this type, especially with the high competition that exists in this sector today, which obliges us to be present also in this channel. The client did not have an advertising account, so we started from scratch always as a complement to the search campaigns.
With all this we started to define a strategy of SEM and Facebook for this OTA from the beginning, which we present today in the form of a guide.
Our first step was to define our objectives in a clear way. The initial campaigns did not have any structure, so the objectives defined by the company could not be achieved: to increase the sales in the different digital platforms that we use.
After studying its peculiarities and conducting an analysis of the sales of the previous year, we launched a plan to restructure the entire account of Google Ads.
Within this sector the competition is very high, so you have to work in an optimal way and investigate as deeply as possible to achieve our goals.
With all this we have a total of 2,900 active campaigns, not only launched in Google ads, but also in Bing, increasing the scope of our ads and the odds of impacting our potential client.
Once the first phases are finished and the new structure is mounted, we focus on maximizing the Conversion rate And the “re-styling” of the web.
To do this, we made a proposal to start with the creation of Landing specific pages For each of the niches we attack, for the user to have a continuity with what he had seen in the ad and thus capture more attention and facilitate conversion.
When we begin to have a certain history we create different lists of audiences according to visitors:
Thanks to these audiences we have been able to include Ads with “IF” function In all campaigns that will display a specific message in the ad text depending on who is being shown. For example, in the case of users who have already booked, they can be shown a discount coupon on their next booking.
In this case we have used the Display campaigns in seasons and specific festivities, always aiming at an audience of Remarketing. That is, we re-impact those users who have already searched within the range of dates of each campaign.
In addition, we have active a Smart Display campaign“Always-on” That allows us, effectively, to get reservations to our target CPA, and shows our ads in all formats through Google’s Display network.
This way we can reach our audience at any stage of the cycle: Both the users who have shown interest in a hotel or destination as well as those who are about to book.
After all these steps, the most important thing is to carry out a daily optimization work, especially in clients like this one with a volume of campaigns so high. Some of the resources we use for this are:
Visual content is becoming more effective and influences the user’s decision process, especially in the planning phase of a trip, when most users view various types of content: almost 50% visit travel websites, 30% social networks and 20% remaining displays some kind of video.
For all of them have been used public of all kinds:
In addition to the targeted campaigns, we have also tried “consideration” campaigns, in this case with target “messages”.
We launch them in order to allow users to open conversations with our client via Messenger, and they have allowed us to generate potential clients and offer assistance throughout the booking process.
With it we obtained very good results, because we got the user to move from the consideration to the action, and from a total of 109 conversations, many of them finally became reserves.
We hope that these SEM and Facebook strategies for OTAs will help you from now on to get the most out of your campaigns and that you can analyze them day after day with the help of our tricks and directions.
If you want to know more tricks for Google Ads and Facebook do not hesitate to visit our Blog In the next few weeks. We’re waiting for you!
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