Paid media can be used to make more people aware of your hotel and differentiate it from the competition. The way that an awareness campaign is carried out over Google and Meta will be much different than launching ads with the sole aim of getting conversions.
Lead generation campaigns will play an important role in promoting various outlets across your hotel. Event venues, spas, golf courses, and restaurants could target more of a broad reach in your local area relative to hotel guests The objective here is initially high levels of reach and impressions, but conversions should also be closely monitored and often the primary focus. Those searching for “wedding venues in ______” should become aware if your hotel has an option through your ad placement and then you should track the keywords or ad types that are performing the best to further optimize your budget.
For this type of lead generation , you want to find the most searched keywords in the hospitality industry and implement them into the headlines and captions of your ads. This goes for any of your hotel’s outlets. Utilize SEMrush and other keyword research tools to find what people are searching for regarding hotels, spas, courses, or restaurants in your location. Ads that are relevant to these searches will get a high number of impressions
Interested in learning about more ways to boost your hotel's marketing campaigns? Read more at the 97 Switch Guide to Hotel Marketing.