Flywheel News | September 2021 Digital Marketing Month in Review

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  1. Google announces expanded text ads will be sunsetted in 2022

    Technically this announcement snuck in at the very end of August. But it’s a big shake up in the SEM community so we had to share it here. Google has announced that “beginning in July 2022, advertisers will no longer be able to create new expanded text ads (ETA) or edit existing ETAs in Google Ads”. Instead, you will be forced to use responsive search ads or Dynamic search ad formats. Our search marketing experts break down what this means and more in this blog post about Google’s ETA announcement(link to Ashley’s post).

  2. Expedia group shares fall travel outlook

    We love some great travel insights. These fall travel outlook details from Expedia breakdown who is most eager to travel this fall (hint: Millennials are in the lead) and where they are most interested in travelling to. What excites us most is the mix of both city center and outdoor destinations. Dive into the details here to guide your fall marketing strategies including who you may want to start crafting your targeting and messaging towards.

  3. Google updates how pages titles are displayed in Search Results

    About a month ago Google confirmed that it had changed how it displays page titles in the SERP results. Google decided that in certain situations it would replace title tag text with the text from the page’s header tags. While the initial changes found by many in the SERP immediately after the change were dramatic, the amount of pages/changes that are showing the results have now leveled out. We’ve noticed only certain pages we’ve audited have been re-written in the SERP, mostly pages that had yet to have optimized page titles written. The thought amongst the team here is that Google is only focusing on rewriting or replace page title text that is underperforming. So, if you notice page titles that do not contain your assigned page title text, it may be a good indicator it’s time to try different copy.

  4. Google Ads Phrase Broad Match Keyword Preferability and BERT

    In what seemed to be an announcement that just confused most of the SEM community, Google announced updates to the way keyword matching works. The biggest change seems to come around the inclusion of different relevance signals, including use of BERT, to determine which keyword is most relevant. Exact will still trump phrase and broad in matching to the query as long it is the most relevant and has the higher Ad Rank. GCommerce is continuing to test different ways to use match type structures in our accounts to achieve the most cost efficient results. 

  5. Google Announces it will use Data Driven Attribution in Google ads by default

    Data Driven Attribution was always something small businesses aspired to have, but could never possibly attain due to extremely high minimum conversions needed to qualify. At the end of September, Google announced that it is officially moving away from last-click attribution and instead using data-driven attribution as it’s default for all conversion tags for all advertisers. This means, no matter the total conversions you achieve in a month, your account will be eligible. This will roll out over the coming months and is another step Google is taking to help advertisers “future-proof their measurement” in a privacy centric world. GCommere long did away with last-click attribution many years ago in favor of the next best option for our accounts which was default-position based attribution. We’re excited to monitor how this change impacts our reporting and campaign performance.

  6. Mailchimp Acquired by Intuit

    Our last piece of digital marketing news to round out September updates comes from the major announcement by Intuit that it had acquired Mailchimp. The move comes from a desire by Intuit to establish themselves as an end-to-end customer growth platform. Email marketing and engagement possible through Mailchimp’s platform gives Intuit the ability to do so. From our point of view it proves that owning your customer data and organizing your eCRM in a way that allows you to best communicate and grow your customer database is even more important.

Google Expanded Text Ads Discontinued

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Google recently announced yet another fundamental change to their paid search advertising product - the discontinuation of Expanded Text Ads.

Right now, there are a few different ad types available on Google Ads. Each ad type is automated in some way, but Expanded Text Ads offer some of the most direct control available on the entire platform. 

Expanded Text Ads allow advertisers to choose a particular combination of headlines and descriptions to show up in a search, providing a great opportunity for very specific messaging and branding. However, creating and editing Expanded Text Ads will no longer be supported as of June 30, 2022. 

With Expanded Text Ads disappearing, search marketers will now have to focus their efforts on Dynamic and Responsive Search Ads. These ad types still allow marketers to write copy and choose messaging to some extent, but the opportunity is smaller than that of Expanded Text Ads. These more automated ad types remove the ability to choose exact combinations of copy, relying far more heavily on machine learning and other AI in the interest of improved ad performance. 

But is it actually worth it?

Based on this sample of our client data, it seems like more automated ad types do indeed perform better in almost every way. Even when Expanded Text Ads perform the best, they aren’t very far ahead. With this information, it’s easy to understand why Google is moving away from Expanded Text Ads. Even if the platform pushes Responsive Ads more often, the interaction rates between these two types are pretty similar. Since Google is already interested in automation, the performance of Expanded Text Ads likely isn’t significant enough to keep them around.

However, it’s impossible to predict how this decision will actually affect performance in the long run. Maybe we’ll see a massive boost for Responsive Search Ads without the added competition of new Expanded Text Ads. Maybe users will see lower returns until Google’s AI learns how to deal with the new landscape. Maybe there won’t be a significant change at all, and we’re all just overreacting. 

In any case, marketers have no control over the decision. This will be an adjustment for all of us, and reactions have been sort of a mixed bag. Here’s what our search marketing team has to say about the upcoming Google Ads update.

“New standards and best practices will emerge as the industry figures out how to manipulate Responsive Search Ads effectively. It’s just a matter of keeping up with the changing landscape.”

- Cat Jones

“I’m pretty excited about what this means for the future. Change is the backbone of marketing, and this is just another opportunity for us to flex our problem-solving skills and adapt to the unknown.”

- Ashley Scharpf

“The removal of Expanded Text Ads is an exciting new challenge. Advertisers will have to explore the best ways to optimize Responsive Search Ads, allowing for more variables and opportunities for testing.”

- Mike Orrison

“I think this is just the latest in a long trend from Google. Learning how multiple Responsive Search Ads interact within a singular ad group should be something all search marketers explore and test as Expanded Text Ads are phased out.” 

- Patrick Buckner

“The only concerns I have are the lack of robust reporting and slightly less control that come with Responsive Search Ads. I'm hoping that Google will continue to build out its reporting capabilities prior to the sunsetting of Expanded Text Ads in 2022.”

- Lisa McGivney

“Responsive Search Ads have always been a means of testing new headlines and descriptions, and they’ve provided valuable knowledge as to what works and what doesn’t. If control becomes a challenge, we can still implement qualities of Expanded Text Ads in our Responsive Search Ads.”

- Alex Horrocks

“If needed, we can force Expanded Text Ads into a Responsive Search Ad by pinning specific headlines and descriptions. Unless the pinning function goes away or changes, I can't disagree. The change gives us more options and ways to test all at once; I guess we’ll see how it all goes in 2022.”

- Jael Dugdale

We can speculate about the future, but no one knows for sure what the upcoming Google Ads update will mean for the industry. This isn’t the first time Google has made a move towards automation, but every new change brings new challenges. For now, GCommerce Solutions will continue to learn and evolve in order to provide the best possible results for our clients. Contact us for more on our thoughts and plans for the future.

Google Hotel Ads, The OTA Disrupter Your Hotel Needs Now

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Back in July, we shed light on how direct bookings can be more profitable than OTA bookings for hotels, even when you factor in media costs. The development and execution of a superior direct booking strategy for our hotel clients has always been GCommerce’s mission. Why? Because we were born out of a hotel management company which means we’ve always tried to focus on what’s best for the hotel. It’s in our DNA.

Now, what if I told you that there was a risk free direct booking channel that can drive an average of 8% of total web bookings at an average 5% conversion rate? One that only incurs a cost when it produces a stay that actually occurs, and is less than a commission payment to an OTA. Would you be interested? Is there anything that would hold you back from giving it a try?

Through the pandemic, Metasearch has evolved to not only be a top producing revenue channel to drive direct bookings, it has shape-shifted to provide hotels with a risk free billing option during a period of uncertainty in the travel industry that saw record cancellation rates. It is a powerful addition to the arsenal in the fight against hotel booking contributions coming from OTAs. Why is that important?

While some hotels have been slower to adopt this channel into their direct booking strategy, there really is no better time to try it. The OTA’s have been owning this ad space since its inception because they know its power and profitability. OTAs like Expedia have even been fighting Google with government lobbyists because they feared the impact this evolution of Google’s travel vertical would have on their business model. Google has changed their travel planner and hotel search over the years with the specific purpose of funneling users to the Google travel planner and hotel search tools.

Screen shot showing Google Map results for home prices

They have pushed the visibility of Google Hotel Ads into the knowledge panel, into the SERP and as the ultimate call to action in Google hotel search. 

Google results showing hotels near Park City, Utah

And they have handed hotels the keys to driving more direct bookings and relying less on the OTAs. How? Because Google has become the OTA. Consumers no longer have to navigate to Expedia or Booking.com to comparison shop. They can do it directly within Google.

Now ask yourself again. What is stopping me from distributing my hotel’s inventory and rates to Google Hotel Ads and other metasearch channels? Here’s why your hotel should be advertising with direct inventory and rates on Google Hotel Ads and metasearch:

  • You can advertise risk free with a pay-per-stay contract type, paying only when a stay is consumed
  • Google has invested time and resources to increase visibility to this channel across its entire ecosystem. More visibility = more awareness, traffic and bookings
  • The OTAs are already there, eating up your hotel’s bookings and sending you the robust commission bill
  • Google Hotel Ads is owning the hotel comparison shopping game and giving hotels the chance to drive the bookings directly through their own website
  • It can increase your hotel’s profitability by helping to drive more direct bookings - an average of 8% of total web bookings and an average conversion rate of 5%
  • More direct bookings helps you own the guest data and better prepare your business for a world without 3rd party cookie tracking

Can you still think of a good reason not to advertise your hotel’s direct rates and inventory feed to Google Hotel Ads and other metasearch channels? Probably not. Now that you’re ready to focus on this channel, how can you make sure it’s successful?

  1. Make sure you map the best available rate found on your booking engine landing page to Google Hotel Ads and other metasearch channels including TripAdvisor, Bing Hotel Ads, Trivago and Kayak. Not only is the price accuracy of your feed to what’s on your landing page important for ranking, it ensures you are sending the lowest rate possible to help with parity.
  2. Ensure your rates are the lowest shown on metasearch channels (rate parity) - OTAs are constantly trying to undercut to ensure they are the lowest displayed. Why? Because the lowest rate wins the booking. Make sure you use a rate parity monitoring tool to assist you with your revenue management. We recommend The Hotel Network’s metasearch disparity tool for the most accurate insights.
  3. Test the inclusion of different marketing call-outs within Google Hotel Ads such as any direct booking incentives, competitive advantages and flexible cancellation policies
  4. Monitor and adjust bids towards the best performing segments including device type, days to arrival, check-in date and more. Google has also just announced the addition of bid adjustments by check-in date to help with exposure towards specific time periods.
  5. Focus on Google Hotel Ads but also look at testing different metasearch channels. While Google Hotel Ads has the lion’s share of metasearch advertising’s click and booking volume, try testing other channels like TripAdvisor, Bing Hotel Ads, Kayak and Trivago for additional exposure and booking opportunities.

Now, how can you get started running metasearch ads, including Google Hotel Ads, for your hotel? First, you’ll need to connect your rates and inventory feed through a connectivity partner. GCommerce offers a full service hotel metasearch advertising solution that can facilitate this for you and handle all management of metasearch campaigns. Have more questions or are looking for additional information? Please reach out to one of the hotel marketing experts at GCommerce for more information.

Your Hotel Has No Vacancy, What Is The Best Digital Marketing Strategy?

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  • No vacancy sign

Many hotels are seeing a huge bounce-back in demand and occupancy this summer as travelers take advantage of openings from restrictions and take those long-awaited trips. If you are a fortunate hotel that currently is at full occupancy, what should you be doing with your marketing? Should you decrease your budgets? What type of messaging should you be focusing on? In this article we will talk about some relevant examples from the past and provide some suggestions on how your hotel can best market at times with full occupancy.

Examples From Seasonally Closed Hotels

In thinking about this, it seems very similar to the seasonal properties that GCommerce has worked with nearly since our existence. Many destination properties in the northeast, mountain locations, near the arctic circle, etc. generally close down for up to half the year. During this time, they do not accept guests and therefore they have some similarities to when guests are unable to book at a hotel that does not have capacity. Traditionally, many hotels would discontinue marketing their properties during these times, but we always strongly recommend against that. The reason is that many of those destinations have a long booking window where people do a lot of research prior to booking. This is another similarity if your hotel is at capacity. Due to increased demand and limited availability as the hospitality sector continues to recover, people are increasing their booking windows and doing more research prior to booking with some experts recommending any travel from now to 2022 should start to be planned now.

Hotels Get More Revenue When They Market With No Availability

Over the course of time, we’ve done a lot of research to see if hotels perform better when they market when they are closed. Should we be running marketing when hotels have no availability? The results below are from GCommerce clients in the years preceding the pandemic and any impacts on demand that may have caused and show years in which we marketed while they were closed compared to the previous years when they did not.

With this particular hotel, they only reduced their budget by about 30% from their high season to their completely closed season leading up to 2019. In 2018, they ran no marketing at all while they were closed. You can see the huge jump in produced revenue and how quickly they got a start to the year as people were booking early.

Screenshot of monthly data from 2019

This hotel ran no marketing in 2017 but reduced their budget 50% from their high season to their completely closed season leading up to 2018. Again, we see a large jump in produced revenue at the start of the year before the hotel is even accepting guests and their consumed revenue was able to outpace the previous year.

Screenshot of dashboard showing monthly production data for 2018

How To Interpret This Data For Marketing While Hotels Are At Full Occupancy

Both of these hotels had something in common in that they didn’t start accepting guests until it got warm enough for people to travel to those locations. Hotels at full capacity should have a similar idea for when they have openings. If your hotel is completely booked through the summer, but you’re in need of mid-week bookings in the fall, that is something you can start targeting with your media. If we are still 3-4 months out from the need period, your hotel guests are probably still in the awareness or interest phase. Understanding that you should be targeting that part of the marketing funnel allows you to utilize the right platform and proper messaging to try and target that audience.

Sales funnel visual

Target Hotel Guests For Future Reservations

With the example hotels above, we started our off-season marketing in November and December the year before focusing the majority of our budget on display and Facebook ads geared towards attractions in May when the hotels typically started accepting guests. As we moved through the winter, we shifted more of our budget down the funnel to paid search marketing campaigns, and remarketing campaigns to target users who had been to the website with intent and did not end up booking. With such a large start in produced revenue, the hotel quickly had most of their major weekends and the summer booked by February or March. This allowed us to completely shift our marketing back towards Display and Facebook targeting the need periods later in the fall.

By increasing our budgets year-over-year with marketing during closed periods, both of these hotels were able to completely transform their targeting and bring in substantially more direct revenue, rather than relying on Online Travel Agencies. They also didn’t have to play “catch-up” through the year by spending more during the high-demand summer months to try and fill in those demand areas later in the fall and shoulder-season.

Hotels at full occupancy are in a similar position, they have the opportunity now to either:

  1. Shut down marketing due not being able to accept reservations
  2. Shift their marketing efforts to target need periods in the future

Which one will you choose? If you picked option 2, congrats, you’re going to position your hotel for success in advanced bookings which not only help you get reservations on the books for future months but also help you achieve the goal of a lower cost per acquisition like we prove in this recent blog post on fighting OTAs for direct hotel bookings. Now, here’s where we break down a few suggested methods to helping to drive advanced purchase bookings and fill up your future need periods:

  1. Set up custom audiences targeting website visitors looking for stays during your future need periods/specific advance dates
  2. Shift more budget towards top of funnel awareness campaigns across Facebook, Display and Paid Search
  3. Promote packaging, offers and messaging geared towards travelling during seasonal or future need periods
  4. Evaluate target audiences that travel during those need periods, if you’re looking to target during the school year you might have to shift your targeting, messaging and packaging away from families and towards couples and empty nesters for example. Dive into your 1st party data to identify common themes among travelers during those need periods from previous years
  5. Utilize audience tools such as Adara to target specific in-market audiences looking for travel to your market 60 to 90+ in advance of travel dates 
  6. Set up lifecycle email campaigns through Navis or Revinate to target guests that stayed during those months in previous years
  7. Launch metasearch advertising on channels such as Google Hotel Ads and Tripadvisor, where the majority of bookings are for stays 30+ days in advance

Still thinking about cutting back on media spend? If you still decide your business needs to cut down on media spend in the short term, consider shifting some of that budget towards the production of video and image assets for use in future marketing campaigns. Video continues to drive enhanced performance across channels including Display, YouTube, Facebook and many hotels still lack quality video assets.

No matter how your hotel is performing in the short term, it is always important to consider long term goals with your marketing campaigns and budget. If you have additional questions on how your hotel can best position itself for short term as well as long term direct booking strategies, please reach out to GCommerce. Our team of hotel direct booking experts are standing by to help.

How Hotels Can Best Fight Against OTAs with Paid Search Marketing

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Coming out of the pandemic, many hotels are seeing a huge surge in demand, booking and travel interest to their markets. This can be a great thing for many properties that experienced difficulties during the pandemic. However, hotels should be very cautious about how they are acquiring guests and at what cost. Many hotel’s marketing efforts and general customer acquisition were disrupted during the pandemic. Having better control on direct bookings while lowering the cost-per-acquisition for your hotel is going to become very important as demand and markets start to get back to a new normal.

From March through May of 2020 all but a few of our partner hotels discontinued their marketing. This made sense as many hotels were completely shut down, travel was restricted, and demand was at historic lows. As the world began opening, depending on the market, some hotels started to advertise again. But it was difficult to gauge demand, cancellations were regular and spending money on acquiring guests that might not actually stay in the hotel was a difficult decision for many hotels. A worthwhile strategy for many hotels was to decrease their upfront marketing costs while increasing their contribution of bookings from OTAs. This helped mitigate some of the issues with cancellations and with decreased demand, paying commissions on booked rooms helped some hotels stay afloat without having the upfront costs of marketing.

Thankfully, it seems that we are past the worst of the pandemic. Many areas are lifting restrictions, domestic travel is seeing some all-time highs and people are looking to make up for vacations lost to quarantines. So, what about hotel’s that were attaining more guests through OTAs, should they continue that strategy?

Should Your Hotel Continue To Get Guests Through OTAs?

This is a question one of our partner hotels had. This hotel was in a destination market that was incredibly limited due to the pandemic and did not allow normal capacity until May of 2021. During the worst of the shut-downs, they relied heavily on OTA contributions to make up for a lack of demand that impacted their ability to advertise for their hotel. In coming out of the pandemic, they evaluated the costs between running Paid Search Marketing with GCommerce vs paying commissions to OTAs. Their findings are based on a few assumptions:

  1. We know that we bid for pay-per-click (PPC) against the OTAs for our name on Google.
  2. We can take the Room Nights (RNs) and Revenue from Jan. 2020 and deduct the commission at the approximate commission rate to see how much OTA commission the hotel might pay.
  3. We can then assume different percentages of sales that might come from PPC. If 20% of the sales are derived from the OTAs display of our name on Google, then paying $1,000 per month to GCommerce for the PPC Marketing is much more profitable for this hotel than paying commissions.
  4. Even if we were to assume only 5% of OTA sales are derived from PPC, the hotel would still come out ahead by several hundred dollars:
Screenshot of commissions paid to OTAs versus paid search ad dollars

Save Thousands of Dollars per Month with Paid Search Marketing for Hotels

As you can see above, this hotel is likely saving thousands of dollars each month by advertising on Paid Search Marketing. With a budget of less than $1,000 per month, GCommerce Solutions can capture a significant share of the Impressions for this hotel’s brand terms. That drives thousands of clicks directly to the website instead of to an OTA. By capturing just 1/5th of the people that were previously booking through an OTA, this hotel could be saving over $6,000 each month. That is budget that could go towards other initiatives for the hotel rather than in commissions to an OTA, not to mention all of the other benefits that come with someone booking direct (loyalty, membership programs, email/1st party data, etc.)

How Can Your Hotel Calculate If Paid Search Is A Better Return Than OTA Commissions?

By using this methodology, your hotel can take a sampling of room nights and revenue and then use the commission from OTAs to calculate how much that fee would be. Download our free template above and simply input:

  1. Room Nights into cells C5 and C7
  2. Revenue into cells D5 and D7
  3. OTA Commission into C2
  4. PPC Budget into F2

The Savings calculated in F9 will be your hotel’s monthly savings by getting direct bookings from Paid Search rather than from OTA contributions.

Contact GCommerce Solutions Today To Lower Your Hotel’s Cost-per-Acquisition

If you’re ready to start running paid search marketing for your hotel in order to lower your cost-per-acquisition and take back commissions currently being paid to OTAs, contact us today!

Navigating Apple's iOS 14 Privacy Update for Facebook Advertising

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If you regularly pay attention to the near-constant updates about privacy laws and data protection, then you’re probably familiar with Apple’s latest iOS14 privacy update. With implementation rolled out across Facebook on April 26th, these new changes will have a significant impact across the marketing landscape far and wide.

The Apple iOS Privacy update explained

So what exactly is this update to Apple’s iOS for privacy? To make things easy we’ve broken it down into what you as hoteliers and advertisers need to know. Essentially, the biggest change for Facebook advertising for hotels is to Apple’s App Tracking Transparency Framework (ATTF). Apple will no longer allow advertisers to automatically track the Identifier for Advertiser (IDFA) tag. This in turn forces iOS users to opt-in to be tracked. When users download the iOS 14 update they will be automatically prompted to allow data tracking or not across Facebook.

Screenshot of Facebook Privacy Alert on iPhone

From Apple’s point of view this update is to provide users with more transparency and the ability to further protect their privacy and information. From the consumer perspective this also seems like a great change in further protecting your information. 

However, the fear being echoed among advertisers is that if users are prompted to accept or decline data tracking they will say no. Similar, the fear carries over to Facebook where with a large loss of data from iOS users we won’t be able to accurately measure the success of our campaigns.

The potential impact of this update could also hurt small businesses who rely on personalized ads to grow and succeed. Facebook has spoken out a number of times against this Apple update and is working to continually support and stand with small businesses.

Here’s what is changing to Facebook Advertising for Hotels

Let’s dig into what is changing within the hotel Facebook advertising landscape specifically. 

Facebook Reporting’s Attribution Settings

Prior to January 19, 2021, Facebook supported the following attribution settings:

  • 28-day click
  • 28-day view
  • 1-day click
  • 7-day click (default after prompt enforcement)
  • 1-day click and 1-day view
  • 7-day click and 1-day view (initial default from 1/19 - 4/26)

On January 19th, Facebook retired the 28-day attribution setting and changed their default setting to 7-day click, 1-day view in preparation for the iOS update. Now that the change has been rolled out, Facebook has now defaulted to the 7-day click model for any newly created campaigns. However, we do still have the ability to utilize our same 7-day click, 1-day view option.

What does changing attribution models have to do with your hotel’s Facebook campaigns? Attribution models determine how revenue is counted from a user. So depending on which model is in place, it would change the amount of revenue visible to us which could alter the ROAS.

Facebook Pixel Tracking

Currently to track conversion and revenue data for campaign performance at GCommerce we rely on Facebook pixels for all our clients. The Facebook pixel is a snippet of code added to the clients’ website allowing us to track notable actions (purchases, add to cart, page abandonment, leads, etc.) and saving that data for future use, such as with retargeting lists. 

While we are still able to use pixel tracking, Facebook has now restricted how much data we are allowed to collect. Now we can only track, or place, up to 8 pixel events per domain and they must be arranged in order of priority. For many advertisers this severely limits the amount of data they are able to collect. While this may seem detrimental, we are not as concerned at GCommerce as we will still be able to track priority conversion events such as purchase and lead data for our campaigns.

It’s also important to note that even if an iOS user opts out of tracking it does not limit how many ads they will be shown. We can still reach these users and will be able to count their actions in terms of impressions, clicks, etc. It is only if they make a purchase or take an action tracked by our Facebook pixels that we cannot track the data.

Facebook Reporting In A Post Apple iOS 14 Update World

Briefly touched on above, the way we report on data from Facebook campaigns will also change because of these updates. Not only will our data be under a new attribution window, but we also will be losing an undisclosed amount from users who have denied Facebook permission to track them. This will lead to reporting being less accurate and difficult to measure without the data of valuable, opted-out iOS users.

However, in light of recent changes, Facebook has also started including some statistical modeling into their conversion data to make up for the lost users. This is most notable when looking at campaign data starting in May, but we can see where some modeling has been used in April campaign data as well. Campaigns utilizing this feature will now be noted within the Facebook interface. In our campaigns at GCommerce we have noticed (thus far) that, for the most part, the addition of this modeled data appears similar to data collected before the update went into effect.

How GCommerce Prepared For Facebook’s Update

Although this change to Facebook advertising took effect on April 26, 2021, we’ve been preparing for this change at GCommerce since January 2021 when all the big updates were first announced. In fact, we’ve even had this on our radar for months prior to that, knowing that more data and privacy laws would be going into effect as the industry prepares for a world without 3rd party cookies.

Since January we’ve been equipping our teams with the knowledge they will need to educate and reassure our clients of what is to come. On top of that we’ve spent countless hours researching, strategizing and planning how these Facebook advertising changes will impact our current Facebook advertising, reporting and future campaign launches. By the time the update was implemented, our clients were verified and continued running with no hiccups.

Since then we’ve been working with our data team to make sure our client reporting suite, Summit, matches the new attribution models we see in Facebook and continues to reflect the success of our marketing campaigns. While Facebook continues to make quick pivots, our team is able to pivot just as quickly to mitigate any issues with our clients’ campaigns, performance and reporting.

What Will The Impact Be To Facebook Advertising For Hotels?

While we’re only a few weeks out from the initial rollout of this change to Facebook advertising, we expect to see continued changes within our campaigns in terms of targeting, audience sizes and overall reported revenue. To stay ahead of the curve, GCommerce is actively reviewing new strategies to help ease the gap in revenue with this new loss in user tracking. We are also monitoring audience sizes monthly to evaluate the true impact of the iOS 14 update and working on testing ideas for new audience segments.

The future of Facebook advertising may be unpredictable, but we are still confident in Facebook’s ability to target valuable audiences and provide a significant return on ad spend.

Should We Continue Advertising on Facebook?

This answer to this question is an absolute YES. Advertising on Facebook will still provide you with valuable returns for your hotel and give you the unique opportunity of reaching wide and niche audiences with a smaller (or larger) budget. Connect with us to learn more about Facebook advertising or the new iOS 14 update.

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