The new analytics come on the heels of a series of enhancements to TripAdvisor’s advertising solutions for accommodation providers, developed based on feedback from businesses.
Sponsored Placements, the recently launched advertising solution, is building in popularity as it enables accommodation businesses to capture traveller interest and drive targeted traffic to their property through high visibility ad placements on TripAdvisor. With this latest enhancement, advertisers will be able to measure the impact of their campaigns at a glance from within their Management Centre, with valuable performance analytics and insights into competitive intelligence metrics such as market share. The new performance reporting shows that, on average, Sponsored Placements customers are seeing an uplift of 17 percent in unique visits to their TripAdvisor listing.
“We see Sponsored Placements as a real game changer and our clients are seeing the results too – mostly because it’s helping accommodation businesses influence potential guests during a critical phase of the customer purchase path, but also because it’s what the industry has been asking us for, and we’ve delivered,” said Martin Verdon-Roe, Vice President of Hotel Product & Marketing, TripAdvisor. “Now we’re giving Sponsored Placements customers the key performance metrics they need to ensure they can measure the success of their campaigns and make strategic decisions about budget and timing. We’re also continuing to invest in our existing solutions for accommodation businesses with a series of recent enhancements to optimise Business Advantage features. All of these improvements help accommodation owners drive direct booking referrals and build customer loyalty.”
Sponsored Placements performance reporting capabilities include:
- Visibility into number of ad impressions
- Number of visits to a property’s TripAdvisor listing, including incremental traffic
- Booking referrals generated as a result of ads
- The percentage market share for a property in locations where their ads are showing
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