Last month, PMG’s Price Glomski spoke with Hospitality Technology’s senior editor Michael Christine Escobar about how SEM remains an important channel for hotel marketers looking to connect with guests during the pandemic. The wide-ranging interview covered specific tactics like radii bidding modifiers, and the importance of flexibility and testing during these uncertain times.
Among Glomski’s advice for hotel brands is that while learning from best practices is useful, the reality is that because of the pandemic, the “travel market has removed many of the previous data points that allow for proper goal setting.”
He added, “Brands should also evaluate core targeting strategies using Google Customer Match as a way to directly engage a previous guest with cohorts being broken out by audience type and affinity (group, golf, day-tripper, general business, day-of, etc).” The benefits go beyond SEM, though, and he recommended “pairing this targeting method with custom emails to the same segments, Facebook/Instagram CRM activation to said segments, and low budget programmatic coverage using a third-party data connector, like LiveRamp.”