What a year 2015 was for Esario!! In addition to updating our website and further developing the marketing and communication services we offer hotels, online travel agencies (OTAs) and tourism companies, we have also completed both the development and launch of two new digital marketing softwares: Extramio and AdsMio.
Extramio is our older, competitive intelligence software that comprises 1,500 hotel chains classified by size and market sector. Extramio follows not only the digital marketing campaigns of the hotel chains, but also their online presence: their websites, information pages, loyalty schemes, blogs, press releases, iTunes and Google Play apps, Facebook, Twitter, Instagram, Wikipedia, Foursquare, Google+, LinkedIn, YouTube, Flickr and Pinterest pages. Thanks to Extramio, we can detect the best developments and initiatives in the digital marketing world according to a hotel’s size (number of hotels/rooms) and market segment (luxury, upscale, budget…).
Following this quick update of the evolution of our tourism-focused digital marketing agency, which celebrates eight years next month, we return to the subject of our blog post, and our methods for increasing web traffic through Google, specifically for hotel chains and online holiday, hotel, boat, apartment and villa booking agencies. During the last two years, we have managed to increase budgets invested in the same CPA by 50%, or maintain the same budget and reduce the CPA by 40%.
How have we obtained these results?
It’s simple. We have ensured that the adverts and that the number of “Exact match” keywords bought are of the highest quality, ensuring precision during bid management and Google ranking positions.
This work was carried out with our software AdsMio. This enables us to rapidly generate files for new campaigns which are then ready to be imported into Google Adwords with campaign names, names of groups of adverts, the adverts themselves, URLs, tracking codes and keyword combinations for each advert group. AdsMio is compatible with all languages that use the Latin alphabet.
In order to launch such campaigns, all we need from clients is the inventory of all your hotels or apartments, their IDs and addresses, as well as the list of your product categories.
We’ll now take a look at some examples to address problems that professionals face while managing their campaigns of hundreds of thousands of keywords.
The semantic quality of adverts on Google Adwords and meta tags.
One of the main strengths of our AdsMio software is its ability to generate numerous adverts while respecting Adwords rules and cohering to correct semantics.
All websites with several hundred pages put in place semi-automatic rules to generate the meta tags and revised URLs of their pages.
Within each page category (e.g. homepage, search results page, page for a specific hotel…), referencers use a standard advert model, which is then personalised through the automatic insertion of keywords specific to a page.
For example, on a hotel website, the search results pages of available accommodation in a city, be it Barcelona, Paris or London, generally appear in a similar format and design.
As such, meta tags for organic search engine result page (serp) or text adverts on Adwords for paid referencing change depending on the destination: Barcelona, Rome, Manchester…
Organic meta tags
On Google Adwords, your adverts have various limitations.
- The title should not be longer than 25 characters;
- The two lines of description should not exceed 35 characters;
- Likewise the URL.
An advert for Rome may work, including the 4-letter word, for example. The same advert may not work for the city of Manchester, which is long, with 10 characters.
For example, for the title:
“Boutique hotels in Rome” – 23 characters
“Boutique hotels in Manchester” – 29 characters
Bearing in mind that campaigns should include hotel names, such nuances involving the length of keywords become even more important.
Having explained how AdsMio can create precise adverts in terms of keywords, we will now look at the second strength of AdsMio, which is its ability to generate keywords within each group of Google Adwords adverts.
The generating of keywords for Google Adwords campaign.
Online keyword generators do exist; such as SeoBook.com: http://tools.seobook.com/keyword-list/generator.php . However, to include them in or restructure campaigns, these tools don’t create an Excel document with the advert group names or the campaign names.
AdsMio rectifies this inconvenience by creating Excel/csv documents that contain all the required fields needed to import new keywords, as well as create new Google Adwords ads, ads groups and campaign.
Other functionalities of AdsMio.
Understanding that we are capable of automatically creating Adwords campaigns which have various restrictions, our AdsMio software allows us to run campaigns on Facebook Ads or produce display ads for programmatic advertising campaigns.
AdsMio is also useful to prepare exact rules to set up campaign using Google Adwords XML API. It allows us to test all the different rules before creating a campaign through the Adwords API more quickly.