The Top 5 Things You Need to Know Now in Hotel Digital Marketing: July Edition

This month, the latest digital innovations include a new
“Swipe to Visit” feature in Google image results, A/B testing
tools in Microsoft Ads, and the roll-out of advertisements in
Instagram’s “Explore” tab. From SEO to design, find out the
top five things you need to know now in hotel digital
marketing.

 

1. SEO: AMP-enabled websites will display as previews in
Google Image search results.

Google has launched a new “Swipe to Visit” feature in Google
image results that will drive traffic to AMP-enabled websites. The
feature displays a preview of an AMP-enabled website’s header
after a user selects an image result. The user can then swipe up on
the preview to load the image’s corresponding web page.

The new feature is a great way for publishers to drive awareness
of editorial content through discovery in Google image results. For
example, if a hotel brand has AMP-enabled editorial content, such
as “Top 5 Hidden Gems in New York City,” the corresponding
image for that article appears in Google image results. Users can
then swipe directly from the image to view the article, providing
additional exposure.

2. SEM: Microsoft Advertising is rolling out an A/B testing
tool called “Experiments.”

 The “Experiments” tab will be rolling out
globally to allow advertisers to test ad copy, landing pages, and
bidding strategies. Similar to “Drafts and Experiments” in
Google Ads, setting up an experiment in Microsoft will allow
advertisers to create a second variation of a campaign. This will
allow them to test specific elements of their ads on different
audience segments.

To get started, advertisers should allow at least four weeks for
each test to ensure that the amount of traffic reaches a level of
statistical significance, and set the split to 50% (though it may
need to be increased for lower volume campaigns). Finally,
Microsoft recommends running in A/A mode for the first two weeks of
the experiment (where the ads are identical), so traffic can ramp
up and stabilize for the second ad set, ensuring the A/B test is
set up for success.

Similar to Google experiments, NextGuest Digital A/B tests ad
variations as needed throughout the ongoing optimization process to
ensure optimal ad performance.

 

3. Display: Google announces changes to environment and
position targeting settings in DV360.

 Google will be launching a revamped
experience for environment and position targeting settings on
August 26 in an effort to provide advertisers with more accurate
and granular ad targeting options in Display & Video 360. 
Google said that the existing options were built to meet the needs
of advertisers running display ads on both desktop and mobile web.
With these changes, advertisers will be able to target their ads
explicitly based on environment (app or web) and position (on
screen or in content).

As these new granular targeting features roll out in August,
advertisers will be able to more effectively reach their target
audience at the right place and time.

 

4. Social: Instagram to begin showcasing ads in the
“Explore” tab.

 Instagram will be introducing ads into the
“Explore” tab gradually over the next three to four months.
Instagram will first test the ads to promote IGTV (Instagram’s
long-form video platform) before offering the ad unit to a handful
of brands to beta test over the upcoming weeks.

Ads becoming immersive in the “Explore” tab experience will
give Instagram advertisers a new inventory area to reach users
beyond their feeds. This new feature will ultimately allow hotel
brands to engage potential guests in the dreaming phase of the
travel planning journey. The goal is to help users more easily
discover eye-catching destination and hotel content as they explore
new travel content outside of the brands and users they already
follow.

5. Design: Poster-style website hero images are
trending.

It’s no secret that hotel brands have less than two seconds to
entice and engage website visitors before they potentially abandon.
A new budding design trend, poster-style website hero images, takes
an eye-catching approach to solving this problem. While there are
endless ways to accomplish this new design trend with illustration,
typography, and rich imagery, the commonality between all
approaches is that the first screen is an immersive, visual
experience. The goal of poster-style hero images isn’t about
getting the website visitor to immediately act — it’s more
about setting the scene for interactions to come.

What often makes this design style work is a combination of
amazing imagery, impactful text, and enough of a curiosity tease to
get users to further explore the website.

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Things You Need to Know Now in Hotel Digital Marketing: July
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Source: FS – All – Hotels – News
The Top 5 Things You Need to Know Now in Hotel Digital Marketing: July Edition