Day 6: Brace yourelves (ads are coming)
To ensure increased revenue during the festive season, make sure that your pay-per-click (PPC) campaigns are already in place with sufficient budgets allocated.
With a vast array of features from extended text ads to responsive search ads available, there has never been a better time to have an integrated PPC campaign. As an added benefit, Ad Extensions offer browsers the opportunity to land directly into the relevant room or rate in the booking engine. Site extensions work particularly well in pushing specific offers.
What should you be doing to optimise your click-through rates?
- One of the high-performing site links that we see at this time of year is ‘price’ or ‘promo’ extensions. These link straight into the booking engine – which is a gift in itself – and they take up a substantial amount of space which in turn pushes OTA’s and competitors further down the results page. Very merry indeed!
- Christmas offers a great opportunity to push specific packages. Avvio’s Digital team test the best versions of Ads to see which ones are the most successful. If you’re driving a Christmas package, ensure you include details that create and set the scene e.g. “Celebrate Christmas in the comfort of our luxury serviced apartments! Enjoy complimentary mince pies and mulled wine upon arrival’.
- Don’t forget to use relevant images or videos: emotive content works well at Christmas.
If you need any help optimising your PPC campaigns make sure to contact our Digital Team on firstname.lastname@example.org.
And if you’ve missed any of the previous days of our Directmas advent calendar, take a look at last week’s tips.