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Let’s clear some things up. Advertising is not marketing. Advertising means paying a specific amount to force yourself into a place you wouldn’t otherwise appear.
That means the top of search results that are relevant to your business or other conversations happening all over the internet, on social media, or beyond.
And here is the most important part: Don’t spend a single penny unless you can track every penny. Proving your ROI is not only possible, it should be required.
The single hardest thing we do for clients.
If you want to save money, and have no interest in understanding what you are paying for, we’re probably not for you. That might sound harsh, but we value transparency and proving that what we are doing works.
If you aren’t regularly having conversations about ROAS, conversion tracking, audience segmentation, and you don’t understand why cost per click is the last thing that matters, you hired the wrong person.
We’re using artificial intelligence and machine learning on a daily basis to analyze and adjust over 50 metrics in your Google Ads campaigns to ensure you get the best ROI possible. Plus, we’ll track every purchase that is made on your reservation software and show you where those purchases came from.
That means having conversations about how much you spent on Google Ads and exactly how much you made from those at any given point in time. It means knowing you earned more than you spent.
Facebook, Instagram, TikTok, Snapchat, the list grows longer every day. In the end, the descriptions and benefits from this kind of advertising remain the same, though.
Quite simply, this is using the knowledge you already have about your guests to insert your brand into a place where people are usually not looking for a place to stay. Scrolling through posts, watching videos, etc.
If your targeting and data are good enough, they will pay attention, because you are bringing them value. You’ve taken the time to understand them and show them advertising that is relevant to them. They might not book right now, but chances are good that they will remember you when they are ready to make a reservation.
Stop boosting posts you can’t track, stop caring about impressions and clicks, and stop focusing on the number of new likes your page has every week or month. Are you happy with one million likes and no new bookings? Would you rather have 10 new likes and 10 new reservations? Your revenue is what matters, make sure it’s being tracked.
Did you know you can target people who searched for specific keywords with YouTube videos? How about putting your outdoor hospitality brand in the middle of your favorite Netflix show?
This is OTT Advertising. Using the data you are already collecting about your guests (or should be collecting) and finding new guests based on that knowledge. To do that, you need to get their attention. That means going wherever their attention currently is and providing enough value to make them pay attention to you.
Yes, you’ll have to produce a video to unlock the potential of this advertising. We don’t offer that as a service, nor do we recommend you start here, but we can help you find a local team that can get this done for you.
