Online hotel bookings are becoming more and more popular every day, and the pandemic has accelerated the growth rate. Now 49% of Russians prefer this method of planning a trip. Many hotels have responded to user requests and are building communication with clients online. This is where competition in the digital environment grows – it is important for hotels to make a name for themselves online through advertising.
This is exactly
The request that the marketing team of the Imeretinsky Hotel, a hotel complex in Sochi, addressed to i-Media.
We were tasked with increasing the volume of traffic to the site and increasing the number of applications, while maintaining the DRR within the KPI (up to 10%). The hotel team had already promoted using contextual advertising in Yandex and Google, so we needed to find non-standard moves to achieve results.
Contextual advertising for a hotel
At the start of the project, we studied the types of requests and worked out the semantics for common clusters (honeymoons, vacations for two, etc.). We defined the target audience, its features and identified audiences by interests:
Beauty and health
visitors to beauty salons (beauty and wellness / frequently visits salons).
We started contextual advertising promotion by launching branded search and network campaigns in Yandex.Direct and Google Ads. They always provide a good influx of clicks if the brand is already on the market and popular among users. For effective management, we segmented the campaigns by the most convertible regions.
In order to return those who visited the hotel website belarus phone number library but did not place an order, we connected retargeting. We actively used smart banners in both Google and Yandex. These are interactive ads with dynamic content. We figured out the basic campaigns – everything is simple here.
Order contextual advertising
We wanted to reach those who had never seen a hotel ad. This audience was shown clickable image ads (Discovery Ads in Google). They are based on user abuuritaanka miisaaniyad suuqgeynta dijitaalka ah ee guuleysata intent: website visits, app downloads, video views, and map searches. Based on a person’s online activity, the system shows customers what they want before they even know they want it. In this way, they create demand.
In 2021, users continue to plan trips via the Internet. And 75% of Russians admit that in the next few years they will choose to vacation in Russia. Therefore, we will test new big work tools and prepare for the next season.
Brand campaigns, retargeting, and Discovery Ads in Google brought 1.5 times more clicks in July 2021 compared to the same period last year. In 2020, campaigns were used only for network search.
Scoring segments in Yandex
The i-Media team participated in the beta test of scoring segments, so we were among the first to test them together with the Imeretinsky Hotel. The main goal of the trained segments in Yandex.Audiences is to identify the audience that is most interested in a product or service. Also work with those who can reach the last step of the funnel.
We tested the tool only in YAN, since in Search you can target mainly by search queries. That is, until the user enters a query, there will be no advertising. And in YAN, the ad is shown on different sites. Thus, we increased the reach of the target audience.
We set bid adjustments depending on the probability of conversion. Scoring segments brought 13% more conversions for the “Booking” goal and reduced the average CPA by half. The conversion rate (CR) increased by 35%.
We tested the new product and were not mistaken – we got excellent results. Scoring segments helped marketers of the Imeretinsky Hotel increase the return on advertising and increase the flow of visitors without increasing costs.
