Nobody clicks on banner ads anymore. Independent research shows that a decent banner ad will yield only 1 click per 1,000 impressions. That means if you blow through your marketing budget buying 1 Million impressions, you are still only going to get 1,000 clicks to your site. So banner ads are a waste of time, resources and money, right? Not so fast. Say hello to View Thru Booking.
The concept behind a view thru booking is simple: just because someone does not click on you banner, does not mean they did not see it. View thru booking then, is the measurement of bookings that come from an online shopper simply seeing your banner.
How it Works: Let’s say company A runs a banner ad on website 123. A user in turn views this ad but does not click on it. Two weeks later, that same user returns to book a flight, hotel stay, etc. Using view through tracking, company A would know that the booking was made by a traveler from website 123.
How to Set It Up: Start by asking your advertising partners to track view thru bookings for you. From here, simply place their tracking code from their ad server on your confirmation page before the campaign goes live. Scatter your banner ads across various sites (staying in the guardrails of your demographic) and monitor your ROI.
To read the full article, click here.
Websites are just that – websites. Anyone can create a website with the help of tools easily found on the Internet. Websites today are about the experience – social, mobile and interactive experiences. It’s time to connect your property with your clients and get the most out of your website experience.
Here are some great tips for enhancing your website experience.
Websites are only as good as their search engine ranking. The lower the rank, the less your site will get visited. And the fewer visitors, the less business you gain. Instead of wasting your money on a website that sinks to the bottom, implement these top five ways to optimize your website.
1. Have a unique and keyword-friendly title tag for each page of your website. This is huge – search engines tend to put more weight on title tags, since they’re the first clue to what your website is all about (both to web crawlers and your viewers). Placing a unique title tag on each page shows that each page is valuable enough to stand on its own.
Read the other four ways to optimize your website at the VEM Global™ blog.
Safari, Mozilla, Internet Explorer – We don’t all use the same web browsers. The good news is that the only thing that really matters is that your potential customers are able to read your resort or lodge’s website and see the content correctly. It’s also important for colors to look the same on every browser page.
Here are some tricks to help you design your website.
Let’s face it. We’re not all Web designers. In fact, the majority of us barely know how to Facebook or Twitter, let alone create a web site from scratch. I’ve been going over several basics of web site design for the past couple of weeks and I’ve come across a slight glitch. It’s hard keeping up with Web design terminology. So I’ve compiled a basic list of Web design terms that will help you as a resort or lodge owner to understand the goings-on about web sites. The more you know about your web site, the more you’ll be better able to maintain its look and manage it effectively – the overall goal.
Periodically VFM Leonardo emails me with some great videos targeting hoteliers. And since our flagship is ResortsandLodges.com I am always checking these videos out! If you have a chance, watch this 12 minute video on brand awareness. It’s main focal point is that hoteliers need to create VALUABLE CONTENT to help distinguish them from other brands, especially in this hyper-competitive market.
Some key things to remember:
- The average property is viewed 800 times online before they get one booking
- Travel shoppers visit an average of 11 websites during their research
Also, take a look at my previous article “Is your website doing all it can to sell your business?” as this gets into more details on ensuring your website presents your brand in the best manner.
Check out the VFM Leonardo video – it gives great tips!
Let’s face it: now that most travelers are researching their trips via the Internet, your property’s website is essentially your very own “storefront” allowing you to showcase your property and “sell” the potential guest to stay with you. The site must sell not just your features, benefits and services, but your entire brand experience. With the plethora of online advertising opportunities, all leading back to your website – it’s extremely important to ensure your site is “top notch.”