• News
    • VRM Intel News
    • Latest News
    • Sponsor News
  • COVID-19
  • Marketing
  • Tech
  • OTAs
  • Customer Service
  • Regulations
  • Business
  • Housekeeping
  • Subscribe
  • More
    • Calendar of Events
    • VRM Intel Live!
    • Reports Login
    • VRM Intel Magazine
    • Advertise
    • Authors
    • About Us
    • Contact Us
VRM Intel
  • News
    • Arizonans for Responsible Tourism Pregame Prep Campaign
      Arizonans for Responsible Tourism Hosts Super Bowl Preparedness Campaign for Vacation Rental Operators
    • vacation-rentals-housing-vrm-intel
      Carrots and sticks: Vacation rentals and the creation of affordable, workforce housing
    • Woman dropping off a ballot
      2022 Election Results of Vacation Rental Ballot Measures
    • Recession-Proofing Your Vacation Rental Business
    • How to Increase Your Occupancy in a Competitive Market through Monthly Rentals
    • VRM Intel News
    • Latest News
    • Sponsor News
  • COVID-19
    • Recession-Proofing Your Vacation Rental Business
    • 2022 Vacation Rental acquisitions from AvantStay, VTrips, Vacasa, Meredith, and more
      Who Sold? Here’s What We Know: 2022 Vacation Rental Management Acquisitions
    • 2021/2022 Ski Destinations Showing Big Performance Gains in ADR and RevPAR for Vacation Homes and Condos
    • “It’s like a short-term rental regulation pandemic.” 2022 Spring Vacation Rental Regulatory Trends + Fall Outlook
    • HR 2022: Attracting Today’s New Workforce after the Resignation Tsunami and the Great Renegotiation
  • Marketing
    • Recession-Proofing Your Vacation Rental Business
    • How to Increase Your Occupancy in a Competitive Market through Monthly Rentals
    • board meeting in presentation room
      Tourism Boards and DMOs Offer Seat at the Table for Vacation Rentals
    • Geotargeting & SEM: A How-To Guide on Spending Less & Getting More
    • All About the Data: Predictive Indicators with Jason Sprenkle
  • Tech
    • Recession-Proofing Your Vacation Rental Business
    • Geotargeting & SEM: A How-To Guide on Spending Less & Getting More
    • All About the Data: Predictive Indicators with Jason Sprenkle
    • PriceLabs Announces $30 Million Investment from Summit Partners
    • Ximplifi Adds Owner Portal to Automation Suite for Short Term Rental Accounting
  • OTAs
    • How to Increase Your Occupancy in a Competitive Market through Monthly Rentals
    • Blue Star Acquires Majority Stake in TravelNet Solutions
    • Vacation Rental Data and Revenue Management Conference, DARM 2022, Nashville
      Sessions Details for Upcoming Vacation Rental Data and Revenue Management (DARM) Conference: Livestream/Video Tickets Available
    • Vacasa (VCSA) Stock Falls as Lock-up Period Expires
    • 4 Ways to Stand Out in a Crowded Market: Get Your Brand & Listings in Front of Potential Guests
  • Customer Service
    • Why Not A Hotel? A Guest and Homeowner’s Perspective: There’s No Place Like Home … Or Is There?
    • Leading Proptech Company Guesty Appoints David Aber as CFO
    • Meredith Hospitality Brands Inc. Expands to Mt Hood with Acquisition of Mt Hood Vacation Rentals
    • View of Waikiki from Diamond Head Park, Honolulu, Hawaii
      Honolulu City Council Bans Stays Under 90 Days Across Oahu
    • Are you a Visionary without an Integrator at Your Vacation Rental Management Company?
  • Regulations
    • vacation-rentals-housing-vrm-intel
      Carrots and sticks: Vacation rentals and the creation of affordable, workforce housing
    • Woman dropping off a ballot
      2022 Election Results of Vacation Rental Ballot Measures
    • voters at a polling center voting
      Dozens of Vacation Rental Ballot Measures Heading to Voters this November
    • board meeting in presentation room
      Tourism Boards and DMOs Offer Seat at the Table for Vacation Rentals
    • Arizona state flag outside the legislature buildings at the state capitol
      Arizona Legislature Passes Measure to Restore Some Power to Cities
  • Business
    • Recession-Proofing Your Vacation Rental Business
    • Geotargeting & SEM: A How-To Guide on Spending Less & Getting More
    • All About the Data: Predictive Indicators with Jason Sprenkle
    • PriceLabs Announces $30 Million Investment from Summit Partners
    • Ximplifi Adds Owner Portal to Automation Suite for Short Term Rental Accounting
  • Housekeeping
    • Why Not A Hotel? A Guest and Homeowner’s Perspective: There’s No Place Like Home … Or Is There?
    • Analysis: “Reinventing” Vacation Rental Management by Alex Nigg
    • HR 2022: Attracting Today’s New Workforce after the Resignation Tsunami and the Great Renegotiation
    • Safety First: Evaluating and Addressing Safety Risks at Your Vacation Rentals
    • The Importance of the Guest Experience within Vacation Rental Operations: From the Back of the House to the Front
  • Subscribe
  • More
    • Calendar of Events
    • VRM Intel Live!
    • Reports Login
    • VRM Intel Magazine
    • Advertise
    • Authors
    • About Us
    • Contact Us
  • RSS

Vacation Rental Marketing

Don’t Stalk Too Much: Vacation Rental Retargeting Tips

Don’t Stalk Too Much: Vacation Rental Retargeting Tips
mm
VRM Intel Staff
June 4, 2014

If you’ve ever shopped for anything on the internet—and I do mean anything—you’ve probably been retargeted.

 

This article is courtesy of DwellableTrends. Want to see all their posts? 

 

Retargeting [ree-tahr-git-ing]:

That’s when website owners show you ads only if you’ve already visited their website. It can also be described as remarketing. They typically work better than other forms of display ads because the person seeing the ad has already seen some of your message, brand or company.

 

Retargeting has taken paid display media placement by storm. Where, general display targeting has its merits, there’s something that’s crazy-effective about retargeting visitors of your website who didn’t convert.

It’s a powerful tool for internet marketers, but it must be carefully balanced to avoid annoying your potential guests.

As a “power” internet user as well as an internet marketing professional, I’m on both sides of this coin. I create ads that target those who’ve visited my website, and I also get targeted by them. Therefore, I’m always on the lookout for companies that do retargeting well versus those that are heavy-handed.

When it comes to vacation rentals, the bigger players in the space use retargeting fairly frequently. If you leave any of the larger websites in the vacation rental and hotel industry, you’re likely to see their ads on Facebook, Twitter and throughout the web.

The first few times, you expect it. Remarketing ads can delight users because the users are seeing ads that are more relevant and targeted to them than general display ads. But with poor management, you can upset potential guests and customers with over-aggressive targeting. Here are some quick tips for both sides to better manage retargeting:

 

1. Include Offers

A great way to kick-start a good click-through-rate on your retargeting ads is to include an offer in your creative ad. It’s a bonus for both the customer (an enticing offer always appeals to me!) and the results of the display campaign. I will caution businesses here: always including offers could create bad scenarios where your shoppers always expect a deal and therefore never actually convert into a booking on your website the first time.

 

2. Limit Frequency

Every ad platform has a method for showing you what your display ad frequency is. Google even has a dedicated setting to limit this for fear of over-targeting customers. My general rule of thumb is to target people no more than 15 impressions per day and for no longer than a month. Depending on the lifecycle of your average booking, you may want to tweak these numbers. Having longer sales processes can be tricky, but adjusting these numbers with testing will likely show you the best settings for you.

We’ve probably all been on the wrong side of a web advertiser who has gone a bit overboard with retargeting. It can cause people to get annoyed by your brand so much that they’ll vow never to return for fear of being targeted too aggressively again.

 

3. Rotate Creative

Perhaps the most common way I get frustrated at display ads is the same creative over and over. Companies like Perfect Audience retarget heavily if you visit their site, but I see several different ad creatives. If you’re going to show your ad more than a few times per day to customers, have different creatives in your ad account to limit the amount of “Ugh, I’ve seen that so many times before!” reactions.

 

4. Test, Test, Test

To sum it up, ABT: Always Be Testing.

You never know what’s going to click with your audience or entice the consumer. Perhaps an ad that worked very well with vacation rentals in Florida doesn’t resonate with your customers in Colorado.

When you’re always testing, everyone wins.

Potential guests win because they are seeing more relevant ads in their web browsing experience, which is a win for publishers and readers. If readers click through more often on ads, the publishers or ad networks make more money, allowing them to be profitable and maintain the content they provide to you.

Advertisers win because they see greater ROI from their display advertising budgets by bringing back lost customers. It’s always great to bring amazing retargeting ad results to your boss and show them the concrete value of investment in advertising.

 

About the Author

Conrad O’Connell is an SEO Manager at InterCoastal Net Designs, a vacation rental focused internet marketing & web development agency in North Carolina.


This article is courtesy of DwellableTrends. Want to see all their posts?
Related Items
Click to add a comment

Leave a Reply

Cancel reply

Your email address will not be published. Required fields are marked *

Vacation Rental Marketing
June 4, 2014
mm
VRM Intel Staff

Related Items

More in Vacation Rental Marketing

Recession-Proofing Your Vacation Rental Business

Sarah DuPreOctober 18, 2022
Read More

How to Increase Your Occupancy in a Competitive Market through Monthly Rentals

Sean BeckhamSeptember 16, 2022
Read More
board meeting in presentation room

Tourism Boards and DMOs Offer Seat at the Table for Vacation Rentals

Paris AchenSeptember 13, 2022
Read More

Geotargeting & SEM: A How-To Guide on Spending Less & Getting More

Jill Highsmith McGeeAugust 18, 2022
Read More

All About the Data: Predictive Indicators with Jason Sprenkle

Rebecca LombardoAugust 16, 2022
Read More
Vacation Rental Data and Revenue Management Conference, DARM 2022, Nashville

Sessions Details for Upcoming Vacation Rental Data and Revenue Management (DARM) Conference: Livestream/Video Tickets Available

Amy HinoteJuly 24, 2022
Read More
Scroll for more
Tap

Sponsor News

  • Recession-Proofing Your Vacation Rental Business
    BusinessOctober 18, 2022
  • How to Increase Your Occupancy in a Competitive Market through Monthly Rentals
    Industry News for Vacation Rental ManagersSeptember 16, 2022
  • PriceLabs Announces $30 Million Investment from Summit Partners
    BusinessAugust 5, 2022
  • Ximplifi Adds Owner Portal to Automation Suite for Short Term Rental Accounting
    BusinessAugust 4, 2022
VRM Intel
Calendar of Events
Videos & Whitepapers
VRMintel Magazine
Subscribe
Advertise
About Us
Authors
Contact Us

Recent News

  • Arizonans for Responsible Tourism Pregame Prep Campaign
    Arizonans for Responsible Tourism Hosts Super Bowl Preparedness Campaign for Vacation Rental Operators
    Industry News for Vacation Rental ManagersJanuary 18, 2023
  • vacation-rentals-housing-vrm-intel
    Carrots and sticks: Vacation rentals and the creation of affordable, workforce housing
    Industry News for Vacation Rental ManagersDecember 6, 2022
  • Woman dropping off a ballot
    2022 Election Results of Vacation Rental Ballot Measures
    Industry News for Vacation Rental ManagersNovember 11, 2022
  • Recession-Proofing Your Vacation Rental Business
    BusinessOctober 18, 2022

View Current Issue

VRMintel Copyright © 2016-17 | Click HERE to Subscribe | Privacy Policy | Disclaimer | Copyright | Jobs | Facebook | Twitter | LinkedIn

Survey results capture sentiment towards listing sites
NAVIS launches new products at HITEC

xxx videos

  • mamadas
  • redwap
  • free porn
  • porno gratis