Retargeting campaigns are an effective strategy to engage users to complete the purchase they were interested in. This article offers a general overview of the Retargeting tab in the Digital Marketing Suite Performance Dashboard (formerly Cloudbeds Amplify) of your Cloudbeds PMS.
Overview
Retargeting aims to help you convert visitors who didn't book your property into bookers by displaying your property's brand ad through popular ad networks, including Google.
With Retargeting, you can:
- Stay top-of-mind with strategically placed display ads across the web
- Design and customize your own campaign, tailored to your unique needs and budget
- Gain influence over travelers who are actively planning their stay
- Reengage travelers already interested in your property
How it works
Retargeting is the perfect tool to enhance your direct booking strategy. It offers a new level of engagement, allowing you to create your own ad with AI-generated content, and define your own investment budget.
Access Retargeting to edit your property image, adjust your budget, and add your personalized AI-generated text in your preferred voice and tone (professional, casual, humorous, or friendly), according to your intention and brand style.
💡Continue reading below to learn how to customize your campaign.
Where your ads will appear
It would be difficult and nearly impossible to share a complete list of sites in our network, as we have access to a wide variety of large and small websites. Our network includes everything from well-known sites like weather.com, nypost.com, and nytimes.com to more niche and country-specific websites like gardenseeker.co.uk, sudoku.com, finanzaonline.com, and many others.
Our retargeting strategy displays your ads on tens of thousands of websites using cookies to track visitors. This allows us to target your audience based on their online behavior. Our primary targets are visitors who leave your website or booking engine without making a purchase, and our system retargets them wherever they go online, ensuring maximum visibility for your ads.
You can track your ads' performance in our retargeting dashboard. Seeing your ads generate "views" means they effectively reach your audience.
Customize your Retargeting campaign
- Your ad can only be displayed once your audience has reached a large enough size. See the section About your tracking code in Step 2 below.
- The goal of retargeting is to inspire people to come back to your website and make a booking. Retargeting ads are very targeted since they are only shown to people who already know about your brand. The person they are reaching has already visited your website or Booking Engine. This increase in reach and frequency of your brand impressions to your audience influences the audience to complete the booking with your property.
- Retargeting works towards impressions. Impressions mean that the ad was shown to your audience. Some audiences will click on your ad, but far more will go back to Google to find your property again or to their open tab with your website on it and complete the booking.
- Retargeting requires an audience to work. Keep marketing your property and finding ways to drive traffic. Retargeting helps complete the marketing funnel for your property.
- Go to the Digital Marketing Suite Performance Dashboard and click on the Retargeting tab
- Click on Get Started. If you already have the Retargeting tool enabled, go directly to Step 2.
- Go to your campaign section, and click on Customize
- Click on Edit image to select your property image. This uploaded image will be automatically converted into all the needed formats. Continue reading below for image guidelines and useful tips.
- Select the tone and voice for your text, and click on Auto-generate text. Review the title and caption
- Click on Continue
Property image guidelines and tips
- We recommend selecting a 1,000px image of your property (like the pool area or a cozy room) with vivid colors and less detail for optimal visibility in small sizes.
- Use an image that would inspire someone to stay at your property and is instantly recognizable as your property or your destination (this may be your website's main image). It can even be a recognizable landmark or city skyline from your destination as long as you own the image. If you have some graphic design skills or are comfortable using a tool like Canva, feel free to incorporate your logo into the image.
- Your property image can be changed at any time, and so can the ad text.
About your tracking code
- The tracking code is used to identify the website and booking engine visitors to target with your retargeting ads. This group of visitors becomes your retargeting ad "audience." The retargeting ads will not show until your audience gets big enough.
- The necessary tracking codes are automatically added to the Cloudbeds PMS.
- If you have a Cloudbeds Website, the necessary tracking code will be added to your website by the Cloudbeds team.
- If you do not have a Cloudbeds Website, you will have much better results if you copy the tracking code to your website.
- The tracking code for third-party websites needs to go in the <head> section of every page of the website.
- Select your Daily budget. Hover the mouse in the Recommended daily budget tip text to get more information about the daily budget amounts based on your property size and traffic.
- Click Save
Update your ad and budget
- You can always click Customize again from the Retargeting tab of your performance dashboard to take you back to the campaign wizard and update your ad.
- Remember that changes can be made at any time. We recommend you to be deliberate about your changes: Make note of the date when the changes were applied to your ad or budget, to properly analyze these changes in performance.
If the Retargeting tab is not available in your Digital Marketing Suite Performance Dashboard, contact our dedicated team for further assistance.
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