Programmatic Advertising: A Risk Free Way to Drive Direct Bookings
Tuesday 27th February 2018
In order to drive direct bookings, it’s vital to ensure you are targeting the right people at the right time. However, understanding your audience and their buying behaviour can be difficult, especially in a world where so many searches are made every day through ‘micro-moments’ – instances when users immediately turn to their device in order to research, discover, or buy something.
A effective solution to this common problem is programmatic advertising. This is a form of digital marketing which helps your hotel to find the right people and target them at the optimum time in their buying cycle.
So, what is programmatic?
Programmatic is a term used to describe the buying of online advertising space using software and algorithms which enable you to better understand your customers’ buying behaviour data. By scrutinising and learning what users have searched for, programmatic advertising is able to learn whether those searches have lead to conversion or further searches. This, in turn, helps you to reach your target audience most effectively.
Let’s take a closer look…
A user makes an initial search for ‘hotels in Spain’, and then later searches for ‘temperature in Spain’. Two days later, the same user searches for ‘things to do in Barcelona’ and ‘reviews of X Hotel in October’.
From these searches, programmatic will use its algorithm to determine the opportune time to serve an ad to that user. It bids for advertising space on partnered websites in real time, and your ad will appear to the user at a time they are most likely to convert. Once a user clicks on the ad, they will be directed to your own website.
We have been working on a programmatic display campaign with one of our client’s based in the historic city of Kilkenny, Ireland.
Located in Ireland’s Ancient East, Pembroke Kilkenny is a boutique hotel situated in the heart of the city. With lots to do and explore in and around the city, and just 90 minutes from Dublin, Kilkenny is a perfect location for a mini break or holiday.
We began running Pembroke’s programmatic display campaign at the end of October 2017. The visuals focus on the location of the hotel primarily, and over the past four months alone, the campaign has driven over 116 booked stays, equating to over €30,000 of direct revenue through the website. This has achieved an ROI of 567% so far.
Why use programmatic?
With the number of searches growing, programmatic is becoming an essential tool in driving direct bookings. Programmatic has learnt and trialled behaviour in a mass audience, meaning it has access to huge amount of data, whereas the Google Display Network (GDN) only works with specific search partners.
Hotels overseas can benefit extensively from programmatic advertising, as users travelling abroad are more likely to spend more time researching their upcoming trip, and their increased searches will give programmatic more insights into their buying behaviour.
Better still, programmatic is risk-free marketing and is based on a ‘no conversion no cost’ structure. Our platform will only take a set commission from conversions you have made, meaning there is no upfront media cost required.
If you would like find out more about how programmatic advertising can help drive direct bookings, please get in touch with our team who will be happy to help.