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

This month, the latest digital innovations include Google
algorithm updates, new e-commerce and influencer features on
Instagram, and video rolling out to Google responsive display ads.
From SEO to design, find out the top five things you need to know
now in hotel digital marketing.

SEO: The Google March 2019 Core Algorithm Update and new
measurements in Google Lighthouse.

On March 12, Google announced what the SEO community is now
calling The Google March 2019 Core Update, which Google is being
very elusive in regards to the changes that can be expected in
SERPs. The changes from this update are rumored to be a reversal of
the Medic update back in August 2018 or related to the Penguin or
Panda updates. With this update still being rolled out, the impact
on search results is still being measured with more announcements
to come.

Google Lighthouse adds tap target spacing to audit results. With
mobile page speed and optimization taking the forefront in SEO,
Google Lighthouse has become a vital tool for measuring mobile
impact on search engine rankings. Google has updated Lighthouse to
measure tap target spacing on mobile websites which will be
incorporated in audit results and factored into the SEO score.

As Google explains, tap targets are important for mobile design
because placing targets too close together could result in
accidental selections. Now, Lighthouse will determine if tap
targets are sized appropriately or not. If not, the audit may
recommend tap targets as an action item for improving your SEO
score.

Your hotel should keep mobile optimization top of mind since the
mobile-first update continues to take effect and impacts rankings
in search engine results.

New mobile friendly SEO audit in the
@____lighthouse
Chrome extension and on https://t.co/kzkvJE0pUI  –  tap
target spacing!

Tap targets (links, buttons) need extra space around them so
taps don’t accidentally hit neighboring targets. Audit landing in
@ChromeDevTools
in M74! pic.twitter.com/T7szKz16Dd

— Google Webmasters (@googlewmc)
March 11, 2019

SEM: Google soon to launch Policy manager in Google Ads
to give advertisers a clearer picture of whether their accounts are
experiencing any policy restrictions.

Starting in April, Google will release a new Policy manager
dashboard in the Google Ads interface to show any policy-related
issues affecting ads, keywords or ad extensions. Users will be able
to view and manage disapprovals across accounts with added details
on why the ads are disapproved.

Google is also adding new features to the Policy manager,
including recommendations for fixing violations, and a historical
record of appeals and certifications associated with your
account.

Even better, soon, when creating new ads in the interface,
Google will alert users in real-time if it detects a policy
violation.

Who does this mainly affect? Casinos and resorts need to be
careful with messaging as to not appear to promote offline
gambling, and vineyard resorts need to be careful with
alcohol-related messaging.


Google Policy Manager

Display: Video comes to Google responsive display
ads.

Like responsive search ads (RSAs), Google responsive display ads
are largely automated, with advertisers adding multiple images,
headlines, descriptions and brand logos that get served in
different combinations and ad sizes dynamically. Now, advertisers
can add up to five YouTube videos to be dynamically served in
different combinations with other elements in ad creative.

Furthermore, Google responsive display ads are adding other new
features such as a combination report designed to
give advertisers more insights into which groupings of assets and
copy are performing best and a new ad strength
score
that shows progress reports on the number and
quality of images, headlines and descriptions, and “next steps”
tips for improvement.

Social: Instagram introduces in-app checkout for
e-commerce brands and explores new ways for brands to promote
influencer content.

Instagram is rolling out an in-app checkout feature for a
limited number of brands, making it possible for users to purchase
products without leaving the app. The limited launch has been
extended to 23 brands including Adidas, Burberry, Dior and more.
While the roll-out is currently focused on retail brands, this new
checkout feature could potentially be available for hotel bookings
in the future.

In other Instagram news, the company is exploring more ways for
brands to amplify content from influencers, and have been testing a
new branded content ad format since last year that allows brands to
turn posts created by influencers into ads on the platform.

As influencer marketing gains more and more traction in
hospitality and travel, these new promotion features will allow
hotels to expand reach of influencer content associated with their
hotel.

Today, we’re introducing checkout on
Instagram. When you find a product you love, you can now buy it
without leaving the app. https://t.co/o1L5WsfgVE pic.twitter.com/IlVJxOr10x

— Instagram (@instagram)
March 19, 2019

Design: Monochromatic color schemes.

Taking a hint from fashion trends, monochromatic color schemes
are rising in popularity in website and marketing design. While
most digital assets have two to five colors that are used
throughout, utilizing different shades of one color can help your
brand make a statement and stand out from the competition. Go bold
and consider monochromatic color schemes for display ads or an
email marketing campaign.



Dribbble/Alan Tippins for Litmus

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