Driving traffic to your website, blog, or any online destination will involve either organic optimization (SEO), or Paid Advertising. Paid Advertising includes Search Engine Marketing (SEM or Paid Search) and Display Advertising.
When to use Paid Media?
- Paid search works best at the bottom of the conversion funnel to capture customer at the moment that they intend to book
- Display Advertising works extremely well higher in the funnel to generate awareness of your brand or property
- Display Remarketing and data-driven Display Advertising are also extremely effective at lower in the funnel especially when combined with your SEM Strategy.
Learn more about Paid Media specifically for the hotel industry in the HSMAI online course “Paid Media in Hospitality“.