How to optimize the ROI of banner ads in tourism websites

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This is a guest post published by Travelspike, CEO and co-founder Ryan Bifulco.

We know that almost nobody clicks on the banner ad, does it? A good banner ad hits 1/1000, so even if your ad is displayed 1 million times, it only brings 1000 clicks.

Even if you put in a lot of advertising budget, you may only get 1-2 bookings from these 1000 clicks. But what about the other 999,000 viewers who didn't click on the ads?

It turns out that a lot of viewers will go to your website in a few weeks to make a reservation.

This is called "Browse conversion booking", that is, users browsing but not clicking on ads, but they may be a few days directly to the airline or hotel website to make a reservation.

Many tour providers use this "Browse conversion booking" opportunity to offer some incentives to advertisers for booking after they have been browsed.

Typically, the booking window is 7-30 days long, and some international travel or cruise travel may even be 120 days, and travel providers simply install the Browse tracking tool on their booking engine confirmation page.

These tools are designed to match the banner ads that provide services to travelers, so that travel providers can provide rewards to the appropriate advertisers.

It turns out that airlines and hotels are 25-100 times more likely to "Browse conversion bookings" than direct-click AD Subscriptions.

Case study

For example, there is an airline named XYZ, which placed a 99-dollar ticket sales advertisement on a travel website named travel site #9.

One user saw this ad for XYZ, but did not click, and he went directly to XYZ's website 11 days later to make a reservation.

Using the Browse tracking tool, the airline will know that this booking is from the travel Site #9的访客, which is called "Browse conversion booking."

Tracking these bookings is a bit tricky because you also have to track the travelers who have subscribed to them after clicking on the banner ad (or reading the link in the text message).

Many people may be familiar with "click booking" because it has been around for a long time.

In the above example, if the travel site #9的一名用户点击了99美元机票的广告, the user may make a reservation directly on the XYZ website 17 days later, which is a "click reservation" because the user clicks on the ad to make a reservation.

I've seen a travel provider get 10 bookings after a user clicks on an ad, but at the same time it may reap 500 "Browse conversion subscriptions."

You can see the benefits of the "click Book" and "Browse conversion subscriptions" To help you find out which strategies are useful and which strategies don't work, thereby increasing your ROI.

There are few drawbacks, but some critics argue that users are likely to browse 6 of websites (or more) before making a purchase.

This may be true, but if the user does not see you #9放置的广告 at Travel Site, you will not make a reservation at all.

If you do not publish a promotional ad, users will not find your travel deals even if they browse 6 sites.

Some tour providers offer only part of the incentive to browse conversion bookings, while the full rewards are given for click Booking. But even so, the ROI is staggering.

So what are you supposed to do? There are many advertising platforms and tracking tools available on the market to track conversion bookings and click Reservations.

What you have to do:

Several of the top advertisers I've worked with include Adtech, Zedo, DART, Atlas and Mediaplex.

If the advertisers charge too much, ask if your current advertiser can help you track your ad browsing conversion subscriptions.

You simply install their ad tracking code on the confirmation page of your site before the promotion begins.

Then put some banner ads on each major travel website and monitor detailed activity reports to see your ROI. Make sure your promotional ads are posted on more targeted sites.

If your plane is only taking off at the Los Angeles International Airport, your banner ads won't have to be targeted at people who live in New York. If your hotel is in Memphis, and most of your guests are within a 5-hour drive, advertise them to users in these cities or to Memphis visitors.

Remember, browse conversion subscriptions apply to both the business and business-to-business travel companies. So even if you are a travel technology or service provider, you can also place banner ads on business-to-business websites such as Tnooz.

You can set up tracking codes on your site so that you can track any potential consumers who may be buying or filling out a booking form.

If a user browses your banner ad on a business-to-business website and then visits your site, you know where the user is from.

I like to think of banner ads as "outdoor billboards" on the Internet.

You will be driven by this billboard-though you cannot click, but you will read and remember it and then take action.

It turns out that both online and offline banner ads are clearly affecting consumer buying behavior. A study by comscore suggests that the introduction of online banner ads can increase your brand's search engine by 274%.

This is easy to understand, because consumers will likely search your product on Google after they see your brand information. Another study by Media Post shows that online banner ads affect 70% of the user conversion rate (or subscription).

Aside from booking, you can also track any user who has signed up to be your loyalty program member or email to receive promotional information after seeing your ad message.

So if you're not able to track such bookings and consumer behavior, I strongly recommend that you don't waste your money buying banner ads.

If you measure success based on ad clicks, you will certainly be disappointed, so make sure you are able to track all consumer behavior related to your advertising campaign. (Melody Compilation)