With Google Analytics, you can set up your remarketing strategy by demographics, time, and interests. You can also layer these filters to hone in on the information you need.
Re-engaging users from a list of cookies or advertising iD’s can be challenging, but thankfully Google Analytics has powerful tools to help.
Although these advanced remarketing analytics are available to businesses from all industries, the hospitality industry is specifically highlighted in this new video.
In this video, we use an example target audience of a 34-45 year old male with a significant other. We can use Google Analytics to capture this audience and market our product of a romantic getaway. The powerful analytics tools allow you to specify audience criteria, so you can identify your target demographic amongst your remarketing audience. This will greatly increase your chances of conversion!
You can set your audience criteria to be various amounts of time, typically 7, 14, 30, or 540 days. We like to use 540 days as more recent hits are not lost yet, we are able to capture a much bigger list. By selecting this length of time, you can also reach users to tell stories throughout the year. For example, a customer that came to your hotel for an August getaway may also be interested in taking a holiday trip there in December. Shorter units of time can be selected if you only want to target recent users.
Sorting by interest is very valuable for your hospitality business. For example, if you have a concert or music festival in your area or even in your hotel, filtering for music lovers can help you reach that target audience and get them to come for the event. This filter is very useful when layered with others to really hone in on your exact target audience.
Here is a recent case study highlighting a successful retargeting campaign:
HT Holidays is a premier ski accommodation provider in Niseko, Japan. They have been managing and marketing high quality condominiums and resort style homes in Niseko for over 13 years and are the market leaders in relation to products, services and service delivery. In 2014, HT Holidays won the prestigious award for the Best Ski Chalet in Japan from the World Ski Awards, beating out other top competitors throughout the region.
HT Holidays’ properties offer contemporary, comfortable interiors, and the latest in cutting edge alpine architecture. They offer over 200 luxury resort homes, condominiums and penthouses to suit families, couples or small groups traveling to the powder snow capital of the world.
HT Holidays’ advertising had reached a plateau, they were looking to expand their marketing efforts to gain more bookings through their slower seasons from their top markets which include: Australia, Japan, United States, and S.E. Asia. One of their biggest challenges was that they where in a very competitive space and they were not getting a strong enough return on investment from their campaigns. Their campaigns lacked strategy, unique messaging, and most importantly integration of digital channels.
Pepper Gang knew that this would be a challenge. It would require implementing a unique strategy to differentiate HT Holidays from their local competitors while expanding to new target markets and integrating each digital channel to compliment each other to gain results. Below is how Pepper Gang tackled their unique situation.
Pepper Gang’s plan was to create a strategy focused on providing a well-rounded, integrated marketing plan. Their efforts were designed to connect with current customers, prospects and brand loyalists throughout their decision path to booking. Pepper Gang put in place activities to gain more visibility and traffic directly to HT Holidays’ newly designed website and finally, to keep current customers engaged and encouraged return visits to build brand advocacy.
Pepper Gang’s strategy included integration of the following channels and activities:
- Developed a unique marketing strategy and messaging for each target area
- Restructured and organized marketing campaigns targeted towards the travelers decision cycle
- Designed and developed an in-depth remarketing strategy
- Expanded advertising and media buying
- Connected social media efforts between platforms
- Built organic visits through search engine optimization
- Partnered with complimentary businesses to cross-promote and build awareness in each local market
- Created the Dare to Adventure community to raise awareness in the travel community and make HT Holidays the leader in travel destinations in
Comparing Year over Year Results
- Traffic increased: 108% Referral, 109% Direct, 146% Organic, 1,364% Social Referral Goal conversion rate increased 400%
- Bookings increased 495%
- To date, the DTA community is active in over 30 countries around the world
Author Bio: Stefanie Daneau is the Co-Founder of Pepper Gang, a Digital Marketing Agency and Google Premier Partner with a simple vision to maximize client growth by navigating the complex consumer decision cycle in today’s hyper-connected world. Stefanie is a seasoned entrepreneur and charismatic leader in the online marketing industry.