As hotel marketers plan for a strong Q4, it’s important to keep a pulse on the evolving digital landscape, especially when planning for success in 2021.
1. Search: Google custom audiences are now officially live to drive persona-based marketing.
Last year at Google Marketing Live, Google announced it would be unifying custom affinity and custom intent audiences under a custom audience option. Custom audiences are now available in Google Ads for Display, Discovery, Gmail, and YouTube campaigns.
What has changed? Users no longer create custom affinity or intent audiences. Now, when you set up a new custom audience from the Custom Audiences tab on the top menu of Audience Manager, you’ll have the option of building the audience based on either people with specific interests or purchase intentions, or people who searched for specific terms on Google properties (such as Google.com and YouTube). You can then expand the targeting with URLs, apps from a list, and/or types of places users visit from a dropdown list.
Leveraging custom audiences allows hotel marketers to build richer target audiences based on customer personas. For example, if spring is a need period for your luxury hotel or resort, and families are a key segment, you can combine