Google AdWords Remarketing
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81% of travelers abandon their online booking but there is an opportunity to influence them to complete their reservation. In this webinar, learn what remarketing is and how it can be successful in driving visitors back into your booking engine.
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Google AdWords Remarketing
- 1. Liz Day 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210
- 2. OVERVIEW 1 of 25 www.rezstream.com 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 • What is remarketing • Why you should use remarketing • How does it work • Types of remarketing • Remarketing tips • Conclusion
- 3. ABOUT ME 2 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 • Liz Day • Digital Marketing Manager • California born, Illinois raised, and Colorado transplant • Obsessed with watching House of Cards and Kitchen Nightmares www.rezstream.com
- 4. ABOUT REZSTREAM 3 of 25 www.rezstream.com • RezStream has been providing online solutions to the hospitality industry since the company was founded in 2005. • Located in Denver, Colorado • 21 employees • Majority of our clients are independently owned properties. • RezStream’s hospitality solutions include: • Reservation Software • Online Booking Engine • Website Design Services • Digital Marketing Services 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210
- 5. 4 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com WHAT IS REMARKETING?
- 6. 5 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com
- 7. 6 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com TripAdvisor.com Google Partner Website
- 8. 7 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com WHY YOU SHOULD USE REMARKETING!
- 9. 8 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com WHY? Turn abandoners and bouncers into leads Stay engaged with your target audience Appear in front of people who have already expressed an interest in your website Efficient pricing
- 10. 9 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Collection of more than a million websites, blogs, smartphone apps, videos and more 30 languages and 100 countries are represented Utilize Google’s Display Planner to find out who the partners are Using Google’s Display Network allows businesses to connect, on average, with 84% of the visitors tagged.
- 11. 10 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com HOW DOES IT WORK?
- 12. 11 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com 1. Enable advertiser features in Google Analytics and add remarketing code to every page, if applicable. Admin Property Settings Enable Advertiser Features
- 13. 12 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com If you need to update your website’s code to reflect the highlighted snippet, send the following over to your developer to implement. https://support.google.com/analytics/answer/2444872#trackingcode
- 14. 13 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com 2. Update your website’s privacy policy The Google Analytics Advertising Features you've implemented How you’ll be using their cookie information How visitors can opt-out
- 15. 14 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com 3. Once completed, create audiences that you want to remarket to New visitors Visitors who did not make an online reservations Visitors who left the booking engine process Upsell to existing customers
- 16. 15 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com 4. Develop remarketing campaign in AdWords • Settings, i.e. frequency, location, language, budget, etc. • Ad groups, i.e. audience targeting • Ad copy, i.e. banner and text ads • Launch
- 17. 16 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com 5. Monitor campaign’s results and optimize accordingly
- 18. 17 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com REMARKETING TIPS
- 19. 18 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com 1. Make sure to include the brand, an offer or a unique selling proposition and a clear call to action
- 20. 19 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com 2. Utilize a number of dimensions when developing image ads to maximize exposure on partner sites MINIMUM 300x250 160x600 728x90 RECOMMENDED 728x90 468x60 300x250 160x600 120x600 336x280 320x50 (mobile)
- 21. 20 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com 3. Make sure to take advantage of member duration and frequency capping
- 22. 21 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com 4. Optimize your campaigns with topic, demographic, keyword and placement targeting
- 23. 22 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com 5. Prevent your ads from showing up on poor content categories
- 24. 23 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com 6. Drive visitors back to a relevant page on your website or create a dedicated page for those specific visitors Special Offer Remarketing Ad Special Offer Landing Page
- 25. 24 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com 7. Create an offer that visitors can take advantage of by booking online
- 26. 25 of 25 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 CONCLUSION www.rezstream.com Utilize remarketing to bring qualified visitors back to your website to generate more online revenue Setup your remarketing campaign following best practices Monitor results and adjust accordingly Think of remarketing as you extending an invitation to potential guests to come back to your website to complete their desired action
- 27. CONCLUSION Email: Liz.Day@RezStream.com Direct Line: 303-872-0214 Social Media: – www.Facebook.com/RezStream – www.Twitter.com/RezStream – www.Plus.Google.com/+Rezstream – www.RezStream.com/Blog 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com
Editor's Notes
- So we’re a small company, but we have a lot of love for the travel industry which really appealed to to me when I took the job 4 years ago because well, I love travel and I was going to be able to become an expert in the field, not just a jack of all trades Reservation software is the foundation of the company and we’re currently in Beta testing for the new reservation software release which is expected to launch in the next few months Online booking engine includes a desktop and a mobile booking engine Website design services include custom and template website solutions Digital marketing services include SEO, PPC, Social Media and Email Marketing services