Online Advertising 101
By Jennifer Nagy President, jlnpr | November 24, 2013
Online advertising is very important for companies that execute the majority of their transactions online. Here's why: if you're not visible in the place where potential customers are searching for hotels, then your hotel is not likely to secure a customer's booking - but your competitor definitely will.
Digital marketing activities are designed to increase your property's visibility and online advertising enables you to increase website traffic by targeting consumers who are searching for a stay, and if your website is designed correctly, convert more 'lookers into bookers'.
There are three different types of online advertising that I would recommend for hotels: social media marketing (specifically, Facebook ads), featured listings on OTAs and Google AdWords. Let's look at each advertising outlet in a bit more detail.
Social Media Marketing
Facebook is one of the most effective social media networks for hotel marketers, especially since many companies are now providing technology that enables bookings to be made directly on their Facebook page. Obviously, since Facebook can now be monetized, it will generate greater ROI for your campaign.
Facebook advertising allows hotels to purchase an ad in the right sidebar of the site or as a Promoted Post, where it shows up in someone's news feed. The ads in the right sidebar consist of a headline (max. 25 characters), body text (up to 135 characters) and an image (100 x 72 pixels). It is important to include an image because it will often be the thing that catches potential guests' eyes and makes them click on your ad to find out more. The other advertising option is to feature a specific post from your Facebook page in your advertisement or use a post as an advertisement.