How To Win Back Abandoned Reservations for Your B&B or Small Hotel With Retargeting

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Someone’s come to your small hotel’s website, but they left without making a booking. It’s not the end of the world!

What can you do to win back that abandoned reservation? Stalk them all over the internet with a form of advertising called retargeting.

What is retargeting?

Retargeting is a form of online advertising that allows you to show specific ads to people who have visited your website.

It works like this:

  • You install ‘java script’ code on your website.
  • Someone visits your website.
  • The retargeting software you use makes sure that this person is tracked with a ‘cookie’
  • This ‘cookie’ gives your remarketing software the ability to display your ads across the web, on sites that are a part of their network.

Here’s a graphic from Practicology that explains how it works.

retargeting-explainer-1

Where do people see your retargeting ads?

After people drop off your small hotel’s website, they can see your ads across the web, on…

Display Networks

Each retargeting platform will have signed up websites who agree to serve your ads. The websites become a part of the retargeting platform’s display networks (eg. Google’s Display Network).

Facebook (FBX)

Seeing as Facebook is the biggest social network in the world – and especially for hotels – the retargeting platform you choose needs to be linked with Facbeook!

They will then place your ads in peoples’ Facebook news feeds, as well as on the right hand side of the page.

Here’s an example of a right-hand side ad that TripAdvisor has placed:

facebook-ad-example

Previously, I had been looking up accommodation in Queenstown, New Zealand.

How can you get started?

If you haven’t already started retargeting, you have some homework to do.

1) Choose a retargeting platform

The first step is deciding which platform you should use. Here are the biggest names in the business for you to assess: Google Adwords, Adroll, Retargeter, and Chango.

2) Create your segments

You need to know how you’re going to segment your website visitors, according to which pages they viewed. Retargeting can become very specific. For example, if someone viewed a particular room, you can keep serving ads for that specific room to that person on Facebook, getting them to think about you, and tempting them to make a reservation by offering a hot deal.

Retargeting ads are more relevant to the people looking at them, because you know they’ve had a look at your site. This makes them much more effective than just serving ads at random.

3) Create your advertisements

Each advertisement needs to line up with the segments you have decided to target. So take those pretty pictures of your property, and make sure they will attract attention no matter what site they’re on.

Here are the standard retargeting ad sizes:

Web retargeting (most popular)

  • 300 x 250
  • 728 x 90
  • 160 x 600
  • 300 x 600
  • 320 x 50

Facebook

  • 600 x 315

Don’t have anyone to help you create those ads of yours? Use software like Bannersnack. It’s an easy to use ad maker for non-techies (ie. perfect for time poor small hotel owners who don’t have digital design skills).

Want to get expert advice on your online presence? Download our ultimate online guide to going online for small accommodation providers.

hotel-online-marketing-guide

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