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

This month, the latest digital innovations include Facebook
Automated Ads to streamline ad setup, new Google display
opportunities announced at Google Marketing Live, and custom
graphics and illustrations making a statement in website design.
From SEO to design, find out the top five things you need to know
now in hotel digital marketing.

1. SEO: Accessibility should become a bigger priority on
search engines.

With nearly 1.3 billion people living with some sort of vision
impairment, accessibility across channels grows in importance to
hotel brands. While there’s no magic way for search engines to
make your images and videos accessible, there are a few things you
can easily incorporate into your content development and online
advertising strategy to make sure everyone understands the content
they discover.

  • Add alternative text to all images.
    Alternative text (alt text) provides a textual alternative to
    non-text content online, such as images, graphics, and
    infographics. Alt text not only provides more context to web
    crawlers – complete alt text descriptions provide context to
    screen readers and increase the accessibility of your web content
    to those with vision impairments.
  • Optimize and create friendly URLs, image titles, and
    file names.
    Your file name will help search engines and
    screen readers understand what the image is and if it’s relevant.
    Before you upload the image to your CMS, make sure the file name is
    simple and describes the subject matter of the media, and use it as
    an opportunity to include target keywords. The same strategy
    applies to URLs and image titles: Be sure to include relevant
    keywords that provide context to what the content is about.

HEBS Digital ensures that all alt text, image titles, file
names, and URLs are optimized with the most relevant keywords in
its ongoing SEO services.

2. SEM: Google announces Discovery ads and Gallery ads at
Google Marketing Live.

 Google announced several new ad units
designed to address upper funnel marketing needs, including
Discovery ads and Gallery ads. These new ad formats are highly
visual and appear across multiple Google feed environments.

 

Discovery ads: Available later this year, the
new Discovery ads are visually rich, mobile-first ad units. They
use the power of intent derived from consumers’ past site
visitations, app downloads, video views, and map searches. These
are the same signals Google uses for its In-Market audience
targeting.

Discovery ads appear in the Google Discover feed (iOS/Android
Google app and mobile Google.com) on the mobile YouTube feed and in
Gmail (under the social and promotions tabs).

 

Gallery ads: Gallery ads are visually
compelling units that will appear at the top of mobile search
results. They offer a scrollable gallery with between four and
eight images and up to 70 characters available for each image.
Advertisers pay for these on a CPC basis, either when a user clicks
through to a landing page or swipes to the third image in the
sequence.

According to Google, Gallery ads saw 25% more interactions than
other search ad units. These ads will compete with other search ad
formats for placement at the top of mobile results. However, if
these units generate more engagement, they may achieve
higher-quality scores – giving the ad unit priority in mobile
results. Gallery ads are currently unavailable on desktop.

As upper-funnel initiatives become more and more important to
fuel the booking funnel and reach potential guests early in the
travel planning journey, it’s important to keep these new
visually rich advertising units top of mind to test
post-launch.

3. Display: Parallel tracking goes live for Google Display
Ads.

 Google began rolling out parallel tracking
for Google display ads starting May 1. Parallel tracking is
designed to enable landing pages to load faster after users click
ads, as long as marketers are using third-party click measurement.
It does this by separating the processing of tracking parameters
appended to an ad URL from the landing page. This way, the user is
directed straight to the landing page while the tracking
functionality loads separately.

For optimum performance, HEBS Digital will ensure this new
feature is implemented for all Google display campaigns.

4. Social: Facebook launches new Automated Ads.  

Facebook Ads Manager recently launched a tool that will
automatically create up to six different versions of an ad that can
run across Facebook, Instagram, Messenger, and Audience Network.
The tool will lead advertisers through a series of questions about
their business and the goals of the ads, and then suggest
call-to-action buttons, text, and creative details based on the
business’ Facebook Page.

Facebook will also offer ad targeting recommendations and budget
suggestions based on the goals of the ad. If an advertiser sets
their own budget, Facebook will provide estimated results and the
Automated Ads platform will optimize the ad campaign once it’s
live to deliver the best performing ad for optimum campaign
performance.

5. Design: Custom graphics and illustrations.

Custom graphics and illustrations are the perfect way to help
your hotel brand stand out and make a visually engaging impact on
website visitors. Subtle, custom accents that highlight unique
brand attributes or property features will help bring your brand
aesthetic and hotel experience to life.

The post The
Top 5 Things You Need to Know Now in Hotel Digital Marketing: May
Edition
appeared first on HEBS Digital Blog.

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