A Brief Guide to Measuring Digital Marketing Results for Hotels

By: O'Rourke Hospitality Team

One of the great things about Internet marketing is the ability to track your campaign’s results and ROI; this is because of all the great data that’s available online.

Measuring the performance of your Internet marketing campaigns allows you to understand what’s working and what isn’t. That’s the beauty of Internet marketing, there’s so much data to look at and decipher. More importantly, you should use that data to make changes, however small, accordingly to increase performance. And, at the end of the day you can look at how much you invested in your hotel’s marketing campaigns and what type of return your hotel received.

How to Track Results

There are many ways to track your hotel’s internet marketing campaign results, here are a few of the more popular methods:

Website

Google Analytics is a web-based software you can use to track your website’s performance. Using Analytics, you can view how much traffic your hotel’s site receives, where that traffic comes from, what users do and how long they stay on your site; you can even track when someone books a room by integrating it into your hotel’s booking engine.

Google Webmaster Tools is another great web-based tool that will help identify issues with your hotel’s site, so be sure to check that one out as well.

SEO/Local Search

Google Analytics has an SEO component built into it. This component measures “organic” traffic; this is the type of traffic that comes from non-paid search engine clicks. You can look to see which search terms users are using to come to your site, how many organic visits you get, etc.

PPC

Each search engine has their own web-based software that you can use to run your PPC campaign on that respect search engine; to run a PPC campaign on Google for instance, you’d use Google AdWords. Each search engines web-based software will report results to you; things like clicks, impressions, click through rate and conversions.

Display Retargeting

You run your retargeting campaigns the same way you would you PPC campaigns, through web-based software; AdRoll tends to be a popular platform for running retargeting campaigns. Just like AdWords, AdRoll allows you to view and run reports on your campaign’s performance.

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