You have likely heard the words Google AdWords and Retargeting. Maybe you have even invested in one of them as part of your digital marketing strategy. If so, you are on the right track to expanding your reach and bringing more quality traffic to your site.
But we are here to tell you that running just one of these campaigns might not be enough. You should consider investing in them both. Running Google AdWords and Retargeting together will prove to be a great boost to your digital marketing efforts.
Google AdWords helps drive more traffic to your site while retargeting brings all visitors back to your site. This is an effective 1-2 punch for both attracting more visitors and converting more direct bookings while also combatting OTAs like Expedia and Booking.com (who are already using both.) By using this 1-2 punch strategy, you will further amplify your reach and bring more highly qualified visitors to your site.
Let’s start out by defining both.
Retargeting
Retargeting is a marketing tactic that shows ads for your property to visitors who looked at your website but did not book a stay. Retargeting ads encourage these potential guests to make a direct booking on your site once they have left it. Here’s how it works.
Someone visits your site but leaves without making a booking. Later on, when that same person is browsing online using their computer, phone or tablet, they see your ad. Your ad “recaptures” their interest, and inspires them to return to your site and book a stay. Retargeting allows you to reach customers all across the web using all types of devices. You will reconnect with travelers who showed initial interest in your property but maybe abandoned it the first time around.
Retargeting ads are a tremendous way to capitalize on the traffic you are already bringing to your site.
These ads follow the user around, and can be shown on any website that has an ad block, as well as Facebook, Instagram and other social networks.But remember, retargeting only works when you have a sufficient audience list of those previous visitors to your website
