Search Engine Advertising: Happy Landings

By Tema Frank CEO, Frank Reactions | January 27, 2012

One of the easiest ways to promote your hotel to non-locals is with search engine advertising. But what happens when they click on the ad and go to your site? All too often, what they see is not what they expected, so they just click back to the search engine, wasting you money and losing potential business. How can you minimize wasted click-throughs and maximize search-inspired bookings? One key is to think carefully about your "landing pages". Jargon Alert: A landing page is the page people land on when clicking your ad.

Home May Not Be The Best Landing Page

Your home page is designed to speak to many audiences. It gives an overview of who you are and what you do, and, typically, a way to probe further to get at the details. But if someone has clicked an ad, they've got a concrete idea of what they are looking for. You want to help them get to it as quickly as possible. So for each ad you run, figure out which would be the most relevant page on your site to direct people to.

Let's say you have hotels in Atlanta, Augusta, and Savannah. If someone typed in "hotels Georgia" for their search, you want to bring them to a page that lists all three hotels. But if they typed "hotels Savannah", bring them straight to a page about your Savannah hotel. If you bring them instead to the one that lists all your hotels, they might miss the Savannah location.

Oddly, even big sites sometimes goof on this.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.