Now THAT is TARGETED Marketing – Travelocity pops my trip up on a Music Site
Earlier this week I was researching some travel information on Travelocity for my trip to Charlotte, NC for the Eastern VRMA show at the end of this month. I got some flight and hotel information for my budgeting plans. I will make the actual reservation a bit closer to the travel date.
The next moring, while I was spinning on my trainer in my garage and listening to music on songza......SURPRISE!!!......up pops a Travelocity ad about going from Boise to Charlotte.
Personalized Travel Ad Based on a Previous Search
This is truly amazing marketing.
Targeted marketing from Travelocity on a completely different website, on a different day, and at a different time.
- Trip is Based on a Search I did a Day Earlier
This is amazing stuff and is setting the expectations of travelers as to how they will interact with their vacation provider.
Kudos to Travelocity.
LiveRez.com
The Potential Dark Side of SEO Tricks – Link Buying, Domain Buying
Now this guys looks like he knows his SEO facts.
If you are like me, and most of the vacation home rental managers I talk to on a daily basis, you are always looking for an edge to get visitors to your website. In the spirit of getting an edge, I ran across a great educational post about walking the fine line of kosher SEO tactics. Beware the risks.
Dirty SEO tricks you should avoid by Rich Cherecwich
Stay clean and say 'No' to bad SEO practices. My advice.
All the best.
Ralf
www.LiveRez.com
10 Ways to Boost Your Online Vacation Home Booking Website Click-Through Rate
"Thank you, I am fine. I am just looking." We got them all the way into our store (vacation home rental website), and they are 'just looking'. Let's put our salesperson hat on and 'make the sale'. We know they are not just here for fun (they are interested in booking a vacation home, or at least getting more information for a future vacation home). They could be having fun on www.hulu.comwatching TV shows and movies, or playing web boggle at www.wordsplay.net.
In our house, CTR stands for 'Choose The Right". Boosting CTR (Click Through Rates) is like helping our web visitors Choose The Right. : )
So what can we do to actively sell to them on the web? Here are 10 ideas (which I think are pretty good) from Reid Carr - an eCommerce expert published on iMediaConnection.com.
Read the full article: 10 ways to boost falling click-through rates by Reid Carr of iMediaConnection.com
1. Test
I wanted to cite this as tactic No. 1 because it should be at the forefront of any advice or recommendation that I outline. While there are "best practices," we've concluded through experience and testing that things are always changing and each case is unique. You have to establish appropriate rules for testing to give everything a fair shake. But once you've done that, establish a hypothesis and go. Rule nothing out. You will be amazed at what is successful. But beware: Don't let any finding become your secret sauce that you turn to for everything. Every campaign, client, product, placement, and timing causes your targets to react differently -- so be on your toes every time.
2. Change your units (Ralf comment - units to us would be vacation homes)
In the first few days or weeks (depending on volume), you should be able to tell which units are performing. However, be sure to review this on a placement level because different sites cause users to navigate and scan differently. Deduce which are your stars and which are your dogs to make quick, ruthless changes. Go with the winners, and you'll immediately experience a lift in click-throughs for the campaign. Note that if one unit is consistently underperforming, you should objectively review the creative to see if there might be a different issue in play.
3. Don't try to do too much
I think we all get a tad ambitious with what we'd like to communicate to our audience when we're advertising. For once, it is where we get to control what is said about our product, and we decide how it is said. But, realize that our audiences are still truly in control. When they're consuming our ads, they are actually doing other more important (to them, certainly not to us) things. When producing your ads, distill the message to the most important point and think about a user driving by a billboard at 65 mph. What is their single most important takeaway? Remove everything else (including the darn "click here").
4. Be permanently consistent
In the relatively short life of most campaigns, it can be hard to build off of prior recognition that the brand may have. However, if you maintain a consistent, permanent theme -- not just between ads but also between campaigns -- there's a greater chance that your target will remember you for the long haul. Consistency builds long-term trust and affinity. Building trust and affinity increases click-through and conversion rates. People want to do business with companies that they feel have been around and will continue to be around to support them. If you're constantly changing what you say and how you say it, customers lose faith. Think of your brand as a politician -- your target audience is voting with its money.
5. Reconsider rich media
If your campaign's success measurement is all about the click-through and conversion, you will want to reconsider integrating rich media into the mix. Rich media is often more about engagement than it is about direct response. However, if you do opt for rich media on a direct response level, consider bringing content to the ad to reduce the barrier of the click-through.
6. Try static ads
If you find that you're abandoning rich media, you might as well go all the way to static versions. The surprising thing is that you might even find you like them. In a world where we in the industry are inspired by the latest and greatest technology, bells and whistles, and video, sometimes our target needs a change of pace. Throw static ads into the mix and see what happens. For example, in a recent campaign for a wireless carrier we ran in Q3 this year, static ads running in equal rotation with similar Flash ads had a .07 percent CTR, while the Flash ads received .06 percent. When everything else is moving, your target just might react better to the simpler things. In many cases, they are looking for the static content on a page when reading an article and may tune out all shiny, flashy objects.
7. Rethink social media and news placements
In my article "Why Low Engagement Can Be Good," I addressed this topic in greater length. However, the basic premise is this: If you're trying to improve your click-through rates, you may not want to be placing your ads within engrossing content. When users are managing their profiles, interacting with friends, or engaged in a story, they will tune you out. A study from the IDCechoed this by saying, "U.S. online consumers who use social networking services (SNS) such as MySpace and FaceBook are less receptive to SNS ads overall, click less on SNS ads (57 percent) than they do on other forms of web advertising (79 percent), and make fewer purchases as a result." If you want people to click on your ad and arrive at your campaign's landing page, you may want to select media placements that are more passive, or ones dedicated to helping users navigate to other information related to the on-page topic and, subsequently, your product.
8. Design for the placement
ItHowever, designing for the placement can make a big difference. It can be as simple as black on white or white on black, or recognizing the difference between a placement on The New York Times website versus Heavy.com. Clearly these destinations have different audiences. Thus, they are also vastly different in terms of what will pop off the page and be noticed by readers. In the case of a broad media plan, rather than trying to appeal to every placement and risk diluting the creative, consider producing unique creatives for some of the bigger, more arresting placements. Rotate those creatives to see if it makes any difference.
9. Add behavioral targeting and retargeting
We have had mixed levels of success with these media options. However, at least we've seen pretty consistently higher click-through rates for behavioral targeting. Retargeting has been solid for us in terms of boosting CTR, and we've seen outstanding conversion rates. (Ralf - this refers to reusing campaigns for different target audiences.)
10. Add other tactics and mix
Anyone who is invested in online advertising needs to recognize the synergy between online advertising and other promotional tactics including offline. For example, it is widely noted that display ads lift search click-through rates. While it isn't widely highlighted in our space, it has been our experience that click-throughs for online display ads increase while similarly branded offline promotions are running. That means when our client Rubio's radio ads for this month's crispy shrimp burritos are running, our display ads promoting coupons for those same burritos are more likely to get clicked on.
The method here is all about timing and evaluating a media plan as a whole rather than in silos. When all cylinders are firing, you're more likely to see improvement across the board.
Read the full article: 10 ways to boost falling click-through rates by Reid Carr of iMediaConnection.com
2009 Marketing Calendar – You got yours?
If you are like me, you might be all set for your January marketing, but have not finalized all your marketing themes, campaigns, and promotions fro 2009. So here I am hammering out our complete & detailed 2009 plan and thought I would share couple of the steps I undertake that may be helpful for your vacation home rental business.
1. Calendar - I like to create a new Excel document where I can create a simple monthly calendar. The calendar is critical to balance the timing and the media of marketing campaigns.
2. Holidays - Successful marketing is dependant on timing & message. Holidays are great for this because on holidays (MLK, President's, Valentines, St. Patrick's, Easter, Mother's, Memorial, etc........you get the idea) you know what people are thinking about. So it is easy to create the right message at the right time around holidays. Do not miss your chance.
3. Target Market - cleanse your list of contacts, leads, guests, partners, .................whatever you call all the names you have in your database. Ensure high quality data that you can divide into targeted lists. (success of an email campaign has more to do with the target list than the email itself) Put special emphasis on past guests and giving them a compelling reason to return.
4. New Leads - line up your sources for new leads in 2009. Will it be from partners (restaurants, shops, golf courses, etc.) or will it be from events (local marathon, car race, world cup ski race, business convention, etc.). Make sure you have a plan to market to new folks in 2009.
Now weave these efforts together in a colorful 2009 marketing tapestry......very poetic, no? My point is, think about a balance of efforts, the utilization of different marketing tools, messages, and target markets.
Thanks.
Ralf
www.LiveRez.com
Merger created new US Travel Association. Why should you care?
As of January 1, the Travel Industry Association and Travel Business Roundtable have joined forces to officially become the U.S. Travel Association. Website is TIA.org.
Check out the 2 min video about the goals of the organization: Roger Dow, President of US Travel Association
Why should we in the Vacation Home Rental industry care?
I find it very interesting to listen to the accomplishments and goals of these associations, as well as search the TIA.org website for information. It is healthy to expand our perspective to many aspects of the travel industry and look for opportunities to collaborate with others, take advantage of trends, and understand challenges of travelers.
I am excited to think about changing organizations within our vacation rental industry, such as VRMA and Discover Vacation Homes, and how these changes will continue to create a new and more visible place for vacation rentals in the overall travel industry.
All the best.
Ralf
www.LiveRez.com
Find Out What Your Competitor is Doing in Google SEO & PPC?
http://www.keywordspy.com
This tool is a must have for your online vacation rental marketing and online booking efforts. Keyword Spy will will show you exactly which keywords your competitors are bidding on in Google AdWords and how much they are spending. It will also help you learn which worked work well for different players in certain parts of the country. Helping you to design a more effective PPC strategy.
For example, enter the phrase "sun valley vacation rentals" and discovered who is bidding and who is coming up naturally. When you click on a website name, it will show you what words they come up for. The first 10 search results are free and a great source of some base info.
This is a must-know reconnaissance tool for Internet search engine marketers.
Niche Vacation Home Rental Marketing – On a budget ……
Couple of reasons why reaching out to very specific segments of the vacation travel market is critical. Among those are: guests for your shoulder seasons, competing for consumer attention with a limited budget, making your way through the noise that consumers are trained to ignore, the web gives you great tools, and your competitors are doing it.
To help you make the most of your marketing dollar and utilizing the internet marketing tools available to you, come join us for a 30-40 min presentation. I will discuss successes and not-so-successes that I have seen in the vacation home rental industry and in eCommerce when going after niche markets.
Follow the loink below and register today. Space is limited and I promise you will walk away with some new ideas.
What Guests are Looking for Before Booking
They are looking for a reliable friend. Show them you can be that friend.
This is one of the things that scares them away from the vrbo and sends them towards a property management company that is experienced and equipped in dealing with the unforeseen things that happen during a vacation. A good property mgmt company will be there to ensure they have a great vacation - from booking to check-out. That needs to be you - their best friend.
How do they judge you to be that friend:
A quality website to get a feel for your company, the property, and the service you provide.
Clear rules - check-in/out, smoking policies, or pet policies
Good online pictures are also important.
Amenities are important (pool, hairdryers, computers, etc.)
Location information - map, attractions, etc.
Booking details - charges, taxes, etc. - Clarity is Key!
- Some questions you should anticipate:
What if my flight comes in after your office has closed?
What is the cancellation policy?
Is housekeeping available?
Is there a deposit or will charges be billed to my credit card?
How many parking spaces are available to me?
Are laundry facilities available?
Be their best friend, and they will be your best customers.
Ralf
www.liverez.com
Flashy Site – Not Too Flashy I Hope
In trying to capture the interest of the vacation shopper, we constantly try to make our website and our vacation rental homes more engaging and exciting. Like all things, this is something that needs to be balanced and carefully planned. Too much of anything is a bad thing.
Tood Folandsbee, of WebMarketingResources.net explains the best use of flash and animation on your website in a recent article.
I'm not talking about the Flash site introduction pages, which fortunately have nearly disappeared. I am talking about an increasing number of small sites which are cycling images, changing messages, and sending offers across the screen -- generally causing havoc among people trying to understand an often complex webpage.
This is not a tirade against Flash or JavaScript. It is an appeal for improved usability.
Problems with Scrolling Messages
Here are the problems caused by changing messages and scrolling offers:
- Distraction. A large percentage of people, especially those with ADD (Attention Deficit Disorder), find them incredibly distracting. It is difficult to read -- let alone comprehend -- a webpage where dominant images continue to change and distract.
The first rule to get conversions is: Convey your value proposition. Make clear what business you are in and why it is of benefit to the reader. But Flash often distracts viewers from understanding this essential mess age.
Eyes are naturally attracted to motion and light. If your visitors don't finish reading a paragraph, they won't understand the value proposition. And unless they understand your value proposition, nothing will happen. Our user testing constantly reveals this pattern of distraction.
- Disappearing messages. Some sites cycle images and messages a few times and then stop. However, once the cycling has stopped, it is impossible to go back and look at the messages. Visitors become frustrated when they can't review them.
- Ineffectiveness. Flash does not seem to increase the effectiveness of messaging. Flash images alone convey little beyond an attractive look and feel, but these displays often consume 10% to 30% of valuable homepage real estate.
- Transitoriness. When we allow test users 8 to 10 seconds to view a homepage -- and then hide the page -- they rarely remember the content of the Flash messages. Far more often they are able to remember simple static headlines.
- Trained avoidance. Our testing indicates that Flash is becoming like banner ads that people have trained themselves to ignore.
A Better Solution -- User Control
Let others continue to run Flash and lose conversions, while our clients implement this simple and effective solution: On every instance of Flash on your site use the common video icon controls for play and pause (and mute, if you use audio). Start with your primary message and let people move through the display if they choose. Such controls allow users to:
· Run a display if they want to.
If you watched users get frustrated day in and day out with cycling images and messages, you might lose patience -- as we often do -- with sites that don't spend the time to determine exactly the kind of impressions they generate. As you explore new and supposedly engaging website technologies, be sure to test them before fully implementing them on your site.
Take the time to understand how your customers shop for their vacation rental property. What information do they want to spend time on, and where the best place is to utilize animation. I really like the concept - users want to have control. I know my wife always does. : )
How Google Broad Match Can Help Market Your Vacation Home Rental
Lets talk about some different kind of matching available with Google Search Marketing to help you with both market your vacation rental home using pay-per-click and SEO:
1. The exact match – an exact match of the terms you place inside brackets when you enter keywords into your account. If you were adding an exact match keyword to your account it would look like this: [beach house]. Ads associated with this exact match would only show up for those specific keywords, that is, for "beach house" but not for "rental beach house".
2. The phrase match - terms are entered with quotes around them. The phrase match "beach house" term would allow ads to show when a searcher put in "rental beach house," "beach house vacation," or "California beach house".
3. Broad match - is a bit more complicated. With broad match, you simply enter your phrase with no special characters. This is Google's default way to add keywords. With "beach house" into your account as a broad match, your ad would display for any search query containing "beach" and "house".
Broad Search has morphed into Expanded Broad Match. Now for example, account could end up displaying an ad based on your broad match keywords of "beach house" when the searcher entered "sand" or "sunshine".
Over time, Google has stretched the relationship between the broad matched terms to the point that it is often difficult to see any logical relationship between the searcher's term, your account's keyword, and the displayed ad. This often results in the ad displaying for terms that are not relevant.
There are several approaches you can take to minimize the damage.
Avoid the use of broad match altogether. Exact match and phrase match often bring excellent traffic while avoiding Google making questionable expanded match choices. If you decide to run with broad match:
Avoid using one or two word keyphrases. Instead, adopt a practice to only run broad match on terms with 4 or more words in the phrase. This will minimize the chances of the Expanded Broad match algorithm misapplying your ads.
Identify non-relevant terms that the ad displays for and add those terms as negative keywords. If a searcher enters a keyword that is included in your negative keyword list, your ad will not display. The negative term negates the ad from showing. Developing a negative keyword list is an on-going effort. Don't be surprised if over time your negative keyword list becomes quite long. Tools like the Google Keyword Tool (https://adwords.google.com/select/KeywordToolExternal), a good analytics program, and specialized tools like PPCProbe (www.ppcprobe.com) can help you identify negatives.
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