Travel Ad Overview Presentation

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Get your Hotel at the top of EVERY Page with a Bid-for-placement program on Expedia and Hotels.com

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  • Travel Ad Overview Presentation

    1. 2. Agenda <ul><li>TravelAds Overview </li></ul><ul><li>Sign-Up Process </li></ul><ul><li>Bidding and Account Management </li></ul><ul><li>Best Practices </li></ul><ul><li>Q & A </li></ul><ul><li>Contact Info </li></ul>Expedia Confidential
    2. 3. TravelAds Overview <ul><li>Highly effective: </li></ul><ul><ul><li>“ Since starting with TravelAds on May 21, 2008, we have experienced a 915% lift in room night production. </li></ul></ul><ul><ul><li>This system is so targeted, cost effective and easy to use… . Our first month’s ROI was 36:1 and the second month will exceed 100:1!” </li></ul></ul><ul><ul><ul><li>- Jim Donovan, Director of Sales & Marketing, </li></ul></ul></ul><ul><ul><ul><li>Radisson WorldGate, Orlando </li></ul></ul></ul><ul><li>Geo-targeted – TravelAds puts you front and center when consumers are shopping for hotels in your market </li></ul><ul><li>Travel-date driven - Create ads and bid for specific travel date searches based on your inventory needs </li></ul><ul><li>Puts You in Control - TravelAds gives you direct control of your online advertising – pay only when someone clicks on your ad, and respond instantly to changing market needs </li></ul><ul><li>Easy to use – setup and go live within minutes! </li></ul>Expedia Confidential TravelAds, by Expedia Media Solutions, is an advertising service that gives your hotel premium placement across Expedia.com and Hotels.com – resulting in a competitive advantage in your local market.
    3. 4. What are TravelAds? <ul><li>TravelAds are ‘ bid for placement ’ - you bid against other hoteliers in your area for one of three premium placements on the hotels search results pages. </li></ul><ul><li>The top bidders in each geographic region receive premium placement on search results pages across Expedia.com and Hotels.com </li></ul><ul><li>TravelAds is a pay-per-click service, so you only pay when someone clicks on your TravelAd. You set your Maximum Bid price, so you will never pay more than that amount per click. </li></ul>Expedia Confidential TravelAds Position 1 TravelAds Position 2 & 3
    4. 5. Sign-Up Process <ul><li>Visit www.expedia.com/travelads </li></ul>Expedia Confidential
    5. 6. Add Hotel(s) <ul><li>Search for your hotel(s) by name or Expedia Account # </li></ul><ul><li>Add all relevant hotels </li></ul>Expedia Confidential
    6. 7. Enter E-Mail Address <ul><li>Enter your e-mail address </li></ul><ul><li>Receive and e-mail notification in your inbox </li></ul><ul><li>Click the link within the e-mail to complete the registration process </li></ul>Expedia Confidential
    7. 8. Create Your Ad <ul><li>To create ad copy, you can use text from your hotel’s property page on Expedia/Hotels.com or use your own marketing materials </li></ul><ul><li>Highlight specific offers and messages that coincide with the travel period you’re targeting </li></ul><ul><li>Review the TravelAds Copy Guidelines after your registration is complete for more help creating ad copy </li></ul>Expedia Confidential
    8. 9. Create Your Profile Expedia Confidential
    9. 10. Add Funds to Your Account <ul><li>Select your method of payment </li></ul><ul><li>Enter the amount you would like to add to your account (minimum $250 for Credit Card, $500 for Direct Bill) </li></ul>Expedia Confidential $250
    10. 11. Place Your Bids <ul><li>Enter your maximum bids (Max Bids) next to the travel date windows you want to target. </li></ul><ul><li>Things to keep in mind once you place your bid: </li></ul><ul><ul><li>You will only be charged if a customer clicks on your ad </li></ul></ul><ul><ul><li>Your ad displays if your bid is one of the top three winning bids in the market within each of the travel date windows you choose </li></ul></ul><ul><li>If your bid does not show up in one of the top three positions on the bid screen, your ad may still appear if a user searches by a specific city or neighborhood instead of using vicinity search </li></ul>Expedia Confidential
    11. 12. Example Expedia Confidential <ul><li>Hotels A, B, & C would display in a Seattle & Vicinity search and pay their eCPC shown. </li></ul><ul><li>Hotel D would not display in a Seattle & Vicinity search </li></ul><ul><li>In Bellevue searches, Hotel A & C would show in the 1 st & 2 nd positions, and they would pay $.51 and $.31 per click respectively.  </li></ul><ul><li>In a Mercer Island search, only hotel D would show in the 1 st position, and pay $.30 per click. </li></ul>Bidder Metro Region Sub-Region Max CPC eCPC Hotel A Seattle and Vicinity Bellevue $ 0.55 $ 0.51 Hotel B Seattle and Vicinity Seattle $ 0.50 $ 0.50 Hotel C Seattle and Vicinity Bellevue $ 0.40 $ 0.31 Hotel D Seattle and Vicinity Mercer Island $ 0.30 $ 0.30
    12. 13. Budgeting Tools (Optional) <ul><li>Use budget tools to set daily, weekly or monthly budgets </li></ul><ul><li>Allocate budgets across hotels in your account </li></ul>Expedia Confidential Demo Hotel 1 Demo Hotel 2 Demo Hotel 3 Demo Hotel 5 Demo Hotel 4 Demo Hotel 7 Demo Hotel 6 Demo Hotel 1 Demo Hotel 2 Demo Hotel 3 Demo Hotel 5 Demo Hotel 4
    13. 14. Best Practices – Bid Management <ul><li>Bid Management </li></ul><ul><ul><li>Check bids/placement frequently </li></ul></ul><ul><ul><li>Use e-mail alerts to let you know when you drop out of first position, or out of top 3 </li></ul></ul><ul><ul><li>Test different budget ranges to get maximum coverage </li></ul></ul><ul><ul><li>Review reports often to see how many impressions and clicks you’ve received. Increase your bid if you are not getting the clicks you need. </li></ul></ul>Expedia Confidential
    14. 15. Best Practices – Ad Copy <ul><li>Headlines are important. </li></ul><ul><li>Most of the top performing ads include headlines that fall into these three categories: </li></ul><ul><ul><li>Limited Time Offer with a percentage of savings listed OR a starting rate for a room with $ sign: </li></ul></ul><ul><ul><ul><li>Save up to 20% - Limited Time Offer </li></ul></ul></ul><ul><ul><ul><li>All-suite hotel-rates start at $119 </li></ul></ul></ul><ul><ul><li>Included city name, neighborhood, or regional attraction: </li></ul></ul><ul><ul><ul><li>Grand Opening Deals at New Boston Hotel </li></ul></ul></ul><ul><ul><ul><li>Join us for your New Orleans Experience </li></ul></ul></ul><ul><ul><li>Included words that communicate value, something new, or appealing adjectives: </li></ul></ul><ul><ul><ul><li>Deals, Value, Summer Special Rates, Great Rates, Complimentary </li></ul></ul></ul><ul><ul><ul><li>All-new, Grand Opening, Renovation, Renovation + the $ amount </li></ul></ul></ul>Expedia Confidential
    15. 16. Best Practices – Ad Copy <ul><li>Body copy should be easy to read and relevant. </li></ul><ul><li>The top performing ads all have the following in their body copy </li></ul><ul><ul><li>Most ad copy takes advantage of highlighting another feature of their hotel rather than re-stating something that was already stated in the headline. </li></ul></ul><ul><ul><ul><li>Save 40% on this 19th century historic hotel located near Jackson Square, Cafe Du Monde and the Mississippi River. </li></ul></ul></ul><ul><ul><ul><li>Last minute special in June. One bedroom, two baths condo suite with full kitchen starting at $128 per night. Limited time offer. </li></ul></ul></ul><ul><ul><li>Includes city name, location, amenities, and/or listed attractions nearby: </li></ul></ul><ul><ul><ul><li>Celebrate the grand opening of the newest Boston Waterfront hotel with unbeatable rates and innovative accommodations. </li></ul></ul></ul><ul><ul><ul><li>Enjoy the new infinity-edged &quot;Serenity&quot; Pool with its overwater cabanas, play a round of golf or unwind at Mandara Spa. It's all here! </li></ul></ul></ul>Expedia Confidential
    16. 17. Feedback has been glowing <ul><li>“ Since starting with TravelAds on May 21, 2008, we have experienced a 915% lift in room night production. This system is so targeted, cost effective and easy to use …. Our first month’s ROI was 36:1 and the second month will exceed 100:1!” </li></ul><ul><ul><li>- Jim Donovan, Director of Sales & Marketing, Radisson WorldGate, Orlando </li></ul></ul><ul><ul><li>“ I absolutely love Expedia Travel Ads. In the past I’ve advertised on TPI’s using banner ads, email blasts and special promotions. But,  I’ve never seen such an effective, results driven, program on any third party, ever .” </li></ul></ul><ul><li>“ Signing up for TravelAds was simple and easy.  TravelAds is an inexpensive way to increase visibility to our small, independent hotel across Expedia.com and Hotels.com.  The results are palpable - participating in TravelAds has resulted in an 88% increase in bookings in the highly competitive San Diego “Hotel Circle” Market.” </li></ul><ul><li>  - Richard Comacho, General Manager, Kings Inn Hotel, San Diego, California </li></ul>Expedia Confidential
    17. 18. Q & A <ul><li>Any Other Questions? </li></ul>Expedia Confidential
    18. 19. <ul><li>Thank you </li></ul><ul><li>Contact info: </li></ul><ul><li>Missy Graves, TA Inside Sales: </li></ul><ul><li>[email_address] </li></ul><ul><li>469.335.1347 </li></ul><ul><li>Andy Mann, TA Sales Manager </li></ul><ul><li>[email_address] </li></ul><ul><li>469.335.1195 </li></ul>Expedia Confidential

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