Starwood Hotel Search is an online resource that allows you to find the perfect hotel for your next trip. The site includes many filters that make it easy to find the right fit for your needs.
The Starwood chain of hotels is one of the largest hotel chains in the world. It operates a variety of hotel brands including Sheraton, Westin and Four Points by Sheraton.
Remarketing Lists for Search Ads (RLSA)
Remarketing lists for search ads (RLSA) are a Google Ads feature that allows you to show targeted ads to users who have previously visited your website. You can create these audiences by adding a snippet of code to your website.
RLSA campaigns can help you target the highest value prospects – customers who have already visited your site – when they’re searching for the products or services you sell. This can lead to more conversions and better ROI compared to standard search campaigns.
You can target these lists using a range of tactics, depending on your needs and goals. For example, you can use audience targeting to tailor your bids, ad text and keywords where a potential searcher is more valuable to you.
Paid Search Campaigns
Paid search campaigns can be a powerful way to reach a highly targeted audience and increase your hotel’s visibility online. However, it’s important to be careful and optimize your hotel’s search ads regularly to ensure that they are delivering the best results possible.
Choosing the right keywords for your paid search campaign is vital to achieving optimal performance and maximizing ROI. Whether you’re targeting local keywords or long-tail keywords, bidding on relevant terms will ensure that you’re reaching the most qualified visitors.
When targeting long-tail keywords, it’s also vital to be sure that your keyword list is up-to-date and includes terms that are trending. Having an updated list will help you to target your ad dollars towards the most relevant terms and avoid spending money on unrelated searches.
Using remarketing lists for search ads (RLSA) can help you reconnect with past site visitors, who are often the most likely to book a future stay at your hotel. When Starwood integrated RLSA into its paid search strategy, it saw improved KPIs like CVR and conversion rate.
Remarketing Lists for Facebook Ads (RLFB)
Facebook remarketing has become the go-to for many marketers looking to bring back lost traffic and leads. Using the power of custom audiences and pixel data, Facebook allows you to break down your ad-targeting based on extremely specific behaviors.
For example, if you run an ecommerce site and people abandon their shopping carts in the checkout section of your website, remarketing ads can help bring them back to convert with special offers and discounts. You can even remarket users who RSVP’d to an event, completed the buying process for tickets, or achieved a certain level in a game.
However, it’s important to remember that Facebook remarketing isn’t always as effective as other ad platforms and campaigns should be carefully fine-tuned. If your goal is to re-engage users who are on the edge of converting, fatiguing them with long-term campaigns could negatively affect their performance.
A conversion is a valuable action taken by a website visitor that aligns with the goals of your marketing or advertising campaigns. It can be anything from signing up for a newsletter to making a purchase.
Conversion tracking enables you to monitor the success of your marketing or advertising efforts and identify improvement areas. It helps you maximize your ROI, inform your budget and differentiate clicks from conversions to make better decisions on future campaigns.
You can use conversion tracking for a number of actions, including searches and conversions on websites, mobile apps and even physical locations. For example, if you have a brick-and-mortar store, you can track conversions that occur when customers visit your location, such as booking a room or finding the menu.
When a recipient completes a desired action via your campaign message clickthrough link, cookie data is recorded on that recipient’s computer and used in conjunction with Conversion Tracking Tag data to record the conversion. This data is logged as a conversion event and can be analyzed using the Live Report, Live Report drill-down links, Campaign Analysis Performance and Clickthrough Link reports.