Forms of advertising
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Multiple marketing networks
The aim of positioning is to ensure domain visibility on the first result page which appears in Google. The domain may display only the top 10 results, but they also appear in maps which improve the hotel’s exposure.
Google Adwords
Keywords campaign allow hoteliers to reach only those users who look for a hotel, offer, and services in a given area in real time. The hotel ads appear at the top of the Google search results once the specific keywords are typed. It is one of the most effective forms of advertising as the offer reaches individuals searching for services in that moment.
Youtube
YouTube.pl is the second biggest online search engine with 16.2 mln users in Poland. Displaying hotel advertisement in the form of a short video clip will enhance brand image and help users visualize the stay. The campaign also provides great opportunities to target the recipient audience. Video advertisement appears in the youtube search results or it is displayed before, during, or after the video clip.
Facebook Ads
Facebook is definitely one of the most popular social media portals. Facebook Ads campaigns are characterized by very detailed targeting based on filters such as demography, interests, and activity in the social media. Ads are very appealing visually: a hotel may share a carousel of offers and selected promotions, slideshows, as well as videos.
It is considered as a relatively cheap form of advertising in terms of the reach we can achieve.
Google Hotel Ads
Google Hotel Ads is the possibility of a quick online booking. The link to direct booking system is visible on Google maps and Google Business Card. The advertisement is dedicated to users ready to make a booking. It shows up only in the case the room is available in the specified period. Thus, users do not spend to budget of the campaign if reservation is not possible.
Trivago Campaign
Trivago is a metasearch engine of hotel offers. The website compares over a million of hotels. It is visited by approx. 80 million users each month. Profitroom is the only company in Poland which offers to link Trivago directly with the hotel’s website. Presentation of hotel’s own price offer among intermediaries gives the opportunity to effectively direct the client to the hotel’s website in order to make a booking.
TripAdvisor Campaign
TripAdvisor is the largest review aggregator. It includes over 50 millions user reviews and opinions on leisure facilities, airlines, attractions, and restaurants. TripAdvisor also gives the opportunity to book a hotel. Two forms of promotion exist: CPC advertising and fixed percentage according to the needs. As a partner, Profitroom automatically sends prices and availability which allows clients to make a direct booking via the portal.
Remarketing
Strengthening the hotel's brand is primarily about advertising the hotel on the internet. An important element when planning online campaign is to reach users who have previously visited the website. An active remarketing advertisement that follows people who left the hotel website guarantees an increase in returning visitors, which then increase the number of direct bookings.
Gmail
Gmail is the most popular mailbox in the world, used by over one billion users. Advertising in Gmail allows you to reach a wide audience at low cost. The campaign can be aimed to increase sales or to strengthen the hotel's brand. An additional advantage is a possibility of targeting by keywords appearing in users' e-mails.
