If you are doing things right, traffic to your site is strong and growing. People are visiting your site, and many of those people may book a stay at your property as a result. But what about the visitors that don’t? Don’t throw in the towel just because a visitor left your site without making a booking. Perhaps these potential guests left your site to do more research or are currently deciding among a few options. We call these Abandoned Bookings, but you can “recapture” those bookings with a strong retargeting ad campaign.
Retargeting ads are a tremendous way to capitalize on the traffic you are already bringing to your site. Retargeting ads encourage these potential guests to make a direct booking on your site once they have left it.
You’ve likely seen these types of ads yourself. Maybe those expensive shoes you were looking at online keep appearing on your Facebook feed or that dream trip to Mexico you considered booking keeps tantalizing you from Instagram. These ads seem to follow you around the internet, coaxing you to give a second thought to the very thing you passed up last time.
You can do this with your hotel marketing too!
Example of a retargeting ad in the wild:
Retargeting ads can show up on Facebook and Instagram as well.
How Retargeting Advertising Works
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.
