sem
Market Trend: Refining SEM Strategies for Full-Funnel Marketing
Carly Ferranolo | December 5, 2023
By Carly Ferranolo The hospitality industry saw unprecedented travel demand in 2022. Pent-up desire to get out of the house and escape the same 10-person circle incited the masses to jump on planes to anywhere outside their 50-mile radius. As a result, the average booking conversion rate (CVR) on SEM jumped from 0.90% in 2021 to 1.40% in 2022, an increase of 56% YoY. That’s almost 3x the average during the height of the pandemic in 2020. Where did this increase in demand come from? The simple answer is the middle funnel. The marketing funnel refers to the journey a customer takes from ideation to execution of a purchas...
Back to Basics: Search Engine Marketing
HEBS Digital | March 11, 2019
Search engine marketing (SEM), or buying traffic through paid search listings, is a relatively easy way to drive qualified traffic and more direct bookings to your hotel website. It is used to improve the visibility of your website in search engine results pages (SERPs). SEM is a key advertising initiative, so we're diving into the basics of everything you need to know. What is it? Search engine marketing (SEM) is the process of increasing your website's visibility on search engine results pages. SEM refers specifically to the paid promotion of your website via pay per click (PPC) listings. Appearing above organic content, the goal of S...
The Top 5 Things You Need to Know Now in Hotel Digital Marketing: February Edition
HEBS | February 21, 2019
By Margaret Mastrogiacomo, EVP Strategy This month, the latest digital innovations include Facebook allowing Page owners to participate in Groups, new video advertising opportunities through Amazon, and asymmetrical layouts making a splash in website design. From SEO to design, discover the top five things you need to know now in hotel digital marketing. SEO: Google+ is officially shutting down and all web integrations should be removed. Google+ will officially shut down on April 2, 2019 and Google+ social sharing buttons will stop working. Google sent notifications to publishers that have Google+ buttons or any web integrations with G...
Five Tips for a Successful Cyber Monday Campaign
HEBS Digital | October 18, 2018
By Victoria Hsia It's no secret: Cyber Monday is a huge opportunity for hoteliers to drive bookings. What began as a one-day online shopping holiday has, over the years, extended into Black Friday and Thanksgiving, with some brands promoting deals even earlier. As a result, consumers aren't just searching for deals earlier, they're also making more purchases over a longer period of time. According to Adobe Analytics, American consumers spent $19.62 billion online between Thanksgiving and Cyber Monday in 2017, a 15% increase year over year. With the heavy saturation of Cyber Monday deals online, the market has inevitably become more comp...
Top 5 Things You Need to Know Now in Hotel Digital Marketing: March Edition
HEBS Digital | March 20, 2018
By Margaret Mastrogiacomo, VP Strategy By now, your digital marketing strategy should be in full swing. This month, Google My Business listings are getting an upgrade with the ability to add a property description, Facebook announced a new ad targeting option called Trip Consideration that allows hotel brands to reach potential guests in the early stages of travel planning and reaching people with online display ads based on their TV consumption (yes, Netflix included) is all the rage. From SEO to design, read on for the latest trends in hotel digital marketing. 1. SEO: Google is adding business descriptions to Google My Business. It a...
Does Search Engine Marketing Actually Work for Hotels?
Larry Mogelonsky | February 7, 2018
By Larry Mogelonsky, MBA, P. Eng. (www.hotelmogel.com) Search engine marketing (SEM) can be highly profitable, but only when properly executed and when hoteliers are actively engaged with the people who manage their Google Adwords campaigns to carry out what's needed for true success. As a general manager, this starts by asking three questions to your director of marketing: Can you tell me, unequivocally, that the money that we are spending in SEM is generating better returns than the rate of commission paid to the OTAs? What percentage of our SEM budget goes to buying our own brand name – that is, the 'bottom-of-the-funnel' &n...
