The Benefits of Using Video and YouTube Ads for a Vacation Rental Property.

Posted on Categories Pay Per Click, Vacation Rental MarketingTags , , , , ,

Why Should You Market Your Vacation Rental Management Business with Videos?

The increase in travel video viewings has been attributed to the growing popularity of mobile devices for video consumption. As a result, it’s never been more important for you to include videos Read More...

GEO TARGETING IN THE COVID-19 ERA

Posted on Categories Blogging, Pay Per Click, Search Engine Optimization, Vacation Rental MarketingTags , , ,

Are you managing your Adwords budget efficiently during COVID-19 travel?

In the world of Digital Marketing, every question has the same answer, “It depends”.No two clients are the same Read More...

Google Ads – Better Start Equals A Better Return on Investment

Posted on Categories Pay Per ClickTags ,

Google Ads can be a great source of revenue for your company as well as a better way to get your brand on top of the page. The downside of Google Ads is that if you do not approach it properly, you Read More...

The Absolute Best Digital Marketing Memes (and why they’re so funny!)

Posted on Categories Analytics, Pay Per Click, Search Engine Optimization, Vacation Rental Marketing

You can call us “techy”, or maybe even “nerdy” or “geeky”, but any way you slice it, we have digital marketing inside jokes that really only make sense to us marketers. Read More...

How To Generate Direct Bookings

Posted on Categories Pay Per Click, Search Engine Optimization, Vacation Rental Marketing, VRMA Community

By Vanessa Humes

Recently HomeAway has let their customers know that they will be changing the way that leads communicate with companies and owners that list their properties on HomeAway.

As one of the Read More...

Gaining Real Estate With Your AdWords

Posted on Categories Pay Per Click

 

Looking to boost your Google AdWords presence? It doesn’t always have to come down to boosting your ad spend. Ad extensions are a great tool that can help draw in the attention of a potential customer by taking up more ad space than your competitors.

Beware The Poor Landing Page – Tips & Tricks On More Conversions With Paid Advertising

Posted on Categories Pay Per Click

I can’t tell you how many times I’ve heard it.

A client is not interested in pay per click ads as a potential advertising channel. They’ll say:

But I’ve tried it before — the return was awful.

Of course, most of the time, the ad account did a poor job with:

  • Match types
  • Keyword grouping
  • Negative keywords
  • Poor quality score and ad placement

Along with a host of other problems.

Staggering Pay Per Click Results: A Vacation Rental Case Study

Posted on Categories Pay Per Click

Here at ICND, we’re all about finding the path of least resistance for increasing profits. For some clients, that means that we’ll be working on content for their website, updating an old site with a fresh design or creating intelligent social media marketing campaigns.

It also means that we’re fans of well-spent paid advertising to produce a fantastic ROI. Today, I’m excited to share some pretty fantastic pay-per-click results we’re seeing with a client in the vacation rental industry.

Note: To protect our client’s privacy, we cannot share the location of the rentals.

This particular company has been running pay-per-click advertising for a few years, mostly with the intent of generating traffic to their website. With no revenue tracking in place, they weren’t sure what traffic was working the best. They came to us hoping for far better maximizing the spend on their AdWords dollars. The client had a basic understanding of how keyword bidding worked and an okay account structure, but was looking to maximize results.

Our first steps were analyzing the current AdWords setup with our comprehensive kickoff audit checklist. After this audit, we found a few glaring holes in the tracking and conversion departments. There was only goal-based tracking in place with no revenue tracking to truly nail down precise ROI on adspend. We fixed this immediately and began on improving the account structure, match types and ad copy through testing.

After adding conversion tracking we were able to find specific keywords that were generating fairly high click through rates and traffic, but no conversions. Sure, people were on the website and browsing around, but our ultimate goal is to get the best people who are likely to book with pay-per-click advertising. After dumping around 15-20 keywords that were sapping up a fair amount of adspend, we were better able to find keywords that convert into bookings. Finding these keywords has allowed us to spend time on keywords that convert and then breaking up those into separate ad groups for better quality scores. Given that in most of our accounts, we can only spend up to a certain fixed budget, dumping non-performing keywords can provide a huge lift to our ROI.

Our steps follow a similar pattern for most of our pay-per-click accounts in the vacation rental space.

  • Setup & run conversion tracking for Adwords to see campaign, ad group, ad copy and keyword level conversion data.
  • Create a really in depth negative keyword

Read More...

The Pragmatic Approach for Targeting Vacationer Demographics

Posted on Categories Analytics, Email Marketing, Pay Per Click, Search Engine Optimization, Social Media, Vacation Rental Marketing

The vacation rental industry is an 85 billion dollar industry with virtually every demographic planning a dream vacation, year after year. A majority of vacation rental managers often realize too late about vacant inventory. Focused solely on families (or vice versa) this late realization leads to last minute price slashing with mixed results. Wouldn’t it be nice each year to be ahead of the curve and guarantee a larger percentage of bookings?

Studies have shown (Framingham Heart Study) that men who regularly vacation are 32% less likely to die of heart related illnesses compared to men who do not take a regular vacation. What’s worse is that women who don’t vacation twice a year are 8 times MORE likely to suffer from a heart related illness. These studies reinforce the notion that happier, healthier people across the board, know that rest and relaxation are vital to their health.

The question is: are you capturing every demographic the correct way? 

Today’s marketing tools make it easier than ever to target specific demographics:

Facebook Targeted Ads– Facebook ads have come a long way in terms of targeting. Users of Facebook today are revealing more and more information within their own profiles that Facebook has tactfully gained access to who each user is. If one bedroom condos are a large part of your inventory still in stock, the ability to create an ad specifically toward those in relationships with less than 2 children as well as including the unmarried and married with less than 2 children, ensures that those in your target segment are the only ones who are viewing such an ad.

Facebook Post Targeting– Did you know you can cater a post to specific demographics? Much like Facebook ads, specific post targeting allows you to display certain posts to current fans that you wish to capture. Suppose there are a number of units you’d like to see booked for an upcoming weekend. Depending on your vacation rental price points, wouldn’t it make sense to target to those solely within a day’s drive? Creating a targeted post highlighting this facet has the potential to yield higher results.

Segmented
Read More...

ICND Spring 2013 Online Marketing Workshop Success!

Posted on Categories Analytics, Email Marketing, Pay Per Click, Search Engine Optimization, Social Media, Team News, Vacation Rental Marketing, Web Design

If you didn’t go to our Spring 2013 Online Marketing Workshop in Myrtle Beach, SC, you missed out on a great time! The workshop was held at the ITT Technical Institute of Myrtle Beach where we found the space plentiful and staff very helpful. A big thanks to Courtney DePaul for her support of our workshop. We opened up the event with friendly registration by Summer Adams as she gave everyone an itinerary and USB key of all the presentations to take home.

Before entering the room, we invited our guests to participate in a fun photo booth prepared by our designer and photographer, Chris Campbell. Team ICND had fun with the photo booth as well. For more photos and fun check out our Facebook album and be sure to “Like Us”. As the sessions took place, we had great one-on-one interaction with our guests and speakers. It was a collaborative effort of presentations and Q&A. We hope to do more follow-up on the topics: SEO, PPC, Social Media, Email Marketing, and Responsive Web Design with additional whitepapers for download on our website. For more information, please visit our website www.icoastalnet.com or contact your Account Manager. by: Vanessa Humes