Earlier this month, we shared four key elements in personalizing ads to increase engagement and bookings.
In order to do things like write compelling headlines, choose relevant images, develop enticing offers, and create user-friendly landing pages, you must first be familiar with the data in order to create advertisements that speak to your audience’s current interests and needs.
For those that are a bit more technical, there are additional elements you can integrate into your campaigns for better performance.
All of us, as marketers, are familiar with the old adage “no two customers are alike” and with personalization in marketing reaching its apex, we should not be sending the same ad out to all audience types in hopes that it maybe – just might…perhaps, catch the eye of a handful. Our job is to customize our efforts to relevantly reach users through all stages of their customer journey.
Through custom dimensions, custom intent, and in-market/affinity audiences, we can reach new users and deliver the right message to the right customer at the right time.
Custom Dimensions
In Google Analytics, Custom Dimensions are user-defined data points that can be retrieved whether or not a user is logged in to their Google account. These are also particular points of data that will not be revealed in Google Analytics unless you tell it to. Your hotel’s own web pages offer a plethora of data that digital marketers can then use to customize and personalize efforts towards your different audience groups. Your potential customers may be searching for a hotel room in July, and by utilizing Custom Dimensions in Google Analytics, you can tailor your ad copy to users looking for specific dates or time-frames:
By breaking out ad groups based on days, months, or holiday searches, you can provide compelling copy that creates a sense of urgency and relates to the customer. Benchmark your ad engagement before and after you customize your ads and take note to see which strategy provides the highest Click Through Rate (CTR), Return on Ad Spend (ROAS), or other KPIs such as Time on Site, Form Submissions, etc.
