Are you the type of digital marketer who likes to experiment with your ads and cost-per-click? There are many different strategies and tactics but one strategy we NEVER recommend is to “set it and forget it.” Paying close attention to your CPC’s and ad spend is going to pay off in the long run.
You probably see emails from the brand fairly frequently about adding funds into Hilton Elevate, Marriott Plus, Hyatt Top Up, or the different match incentives that are being offered. We see them as well. What we also see is hotels, management companies, and marketing teams blindly throwing money into the Koddi platform without fully understanding all the options that are available. Hotels are different and require different strategies. Koddi works with hotels of all sizes and offers many different channels, but that doesn’t mean you should be participating in all of them.
Here is an example of one of our hotel partners that had been participating in the Hilton Elevate program but wasn’t seeing the results they wanted. We added the hotel to the Prosper Performance Marketing platform at the end of April and doubled room nights, revenue, and return on ad spend by making smart budget and targeting decisions.
This hotel was utilizing the campaign optimizer which had driven up their cost-per-click and negatively affected their budget. The Prosper Performance Marketing team brought down the CPC 42% from April to May which helped with visibility and driving more clicks. The team also utilized the advanced targeting options available through Expedia Travel Ads and the Booking Network. Overall, the hotel spent 6% more in May than April but the additional spend paired with a lower CPC helped drive additional room nights and significantly more revenue.
We will continue to share our Koddi advertising knowledge through our blog, but if you would like help with your hotel digital marketing efforts, please reach out so we can help your property become prosperous.