Increase Revenue Contribution from Google Ads with Qualified Audiences for Remarketing

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January 7, 2019 by

Many people around the Boston area have spent the last few months basking in the glory of a World Series Championship that the Red Sox brought home after a hard fought 4-1 victory over the Los Angeles Dodgers.

Here at GCommerce, we’ve been evaluating the results of some experimental paid search campaigns that we ran along with The Lenox Hotel to increase the awareness that the hotel is within walking distance of Fenway Park. Not only is this an incredible boutique hotel in the Back Bay of Boston, it’s also the best hotel to stay at if you’re in town for a Red Sox Game.

It was our job at GCommerce job to come up with a strategy that would most efficiently target their intended audience. The Lenox Hotel had pages on their site dedicated to content around Red Sox Game’s and the close proximity to Fenway Park. We decided to use Remarketing Lists for Search Ads in order to best reach our target audience.

For those not familiar with Remarketing, do you ever look at a product or service online, and then it seems like ads for that product or service follow you around forever? That is Remarketing.

The basic idea is that someone will come to your website, you drop a pixel on their browser that then feeds that individual ads about the page that they looked at. While this is a great tool for marketers to capture users, it generally misses out on 2 main topics

  1. Just because someone came to your site, how do we know what type of content they are looking for?
  2. Just because they visited a certain page, how do we know they didn’t “accidentally” click to get to your page or site?

Both of these things kind of go together. Have you ever accidentally clicked on an ad or link? Just because someone ends up on a page of our site, does not mean they intended to be there.

With Google Tag Manager, we can put qualifications around our audiences to help eliminate those that came to our site without the intent of reading content. The way we do this is with 3 different steps or qualifications for a user to enter our “audience list” that we then serve ads to:

  1. A user must first visit on one of the Red Sox or Fenway Park pages in order to be qualified for this audience list.
  2. Next, the user must scroll at least 25% of the way down the page. If you look at most pages on the Lenox Hotel’s website, they have a very efficient head navigation and absolutely beautiful imagery. With both of those elements in place, we can gather a better idea about intent if we can measure someone’s scroll depth while also eliminating those that “accidentally” ended up on the page.
scroll depth
  1. Next, the user also had to look at booking dates between June and Sep 30th (we later extended the date range as the Red Sox made their way through the playoffs).
Audience screenshot
  1. Finally, if a user was qualified in all of these areas, they were also eliminated from the list if they ever hit the “confirmation” page to signal a booking was completed.

Last year, we ran a very similar campaign effort, however, our Remarketing Audience List only consisted of people coming to the Lenox Hotel’s website, and it did not include these further qualifications. Luckily, this gives us a really good baseline to compare it to.

So how did this these qualified audience paid search campaigns perform in comparison to last year’s remarketing campaigns?**

Our remarketing lists for paid search ads in 2018 brought in 178% more Transactions as measured through the attribution on Search Ads 360 (12.5 vs 4.5):

transaction screenshot

This advanced remarketing list for search campaign was a great test and discovery for us here at GCommerce. We plan to take use this data for future success in remarketing campaigns for The Lenox Hotel and our other Paid Search clients.

Contact us today to discuss how Remarketing Lists for Search Ads can help your hotel!

**Full disclosure, the Red Sox were eliminated from the 2017 AL Division Series against Houston and their final home game was October 9, 2017. In the 2018 season, their final game at Fenway was October 24th, so there were an extra 15 days that the campaign ran in 2018 vs 2017.

What is Structured Data? A Guide for Hotels

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September 7, 2018 by

Definition of Structured Data

"refers to information with a high degree of organization, such that inclusion in a relational database is seamless and readily searchable by simple, straightforward search engine algorithms or other search operations."

But what exactly does that mean and how does it apply to hotels? In order to best describe Structured Data, it is probably easiest to start with examples.

Structured Data Examples

If we do a Google Search for "spinach and artichoke dip", the first thing on the result page is a list of ingredients and instructions on how to make it:

Recipe-Example-1024x770

That formatted list of ingredients and instructions is a pretty straightforward example, but what about more complex, personal details to your gmail account? If you do a Google Search for "my previous flights" - so long as you have flight info in an @gmail.com account and you are logged in, you should see every flight and details that are in your gmail account displayed in the search result page for Google:

We can also click into those details and see specific information about the flight that is listed:

My-Previous-Flights-Example-2

We can see the same information on hotels if we do a "my previous hotels" search in Google:

My-Previous-Hotel-Reservations-Example-1024x503

The question then becomes, how does Google take recipe information from a website or flight and hotel data from your gmail account and display those details in a clean table in the search results? The answer is that the data is organized in a way that inclusion in a relational database is seamless. In other words, it is Structured Data.

We can markup data on a hotel's website in a similar fashion so that necessary elements for a hotel are present so that inclusion in relational database is seamless. An example of how this is done can be seen on this page here.

On the right side of that page, we can see that there are different types of data marked up. Website, Hotel, Hotel Room, and Organization. We can click into each of those sections and Google will display all of the data that is marked up for us to view:

Schema-Example-1

However, this is how it looks within the code of your website:

Schema-Example-2

What is important to note here is that the Structured Data markup is not actually meant for the audience of your website, it is meant for bots and spiders that crawl the internet to aggregate information for users in other platforms (Google, Bing, TripAdvisor, Yelp, etc.)

How Does Structured Data Impact Organic Performance

While Google has said that Structured Data is not a ranking factor, they have stated that it helps the engine better understand the content on your pages and there is evidence that it helps provide additional information to the end user, which can increase CTR. CTR is correlated with higher rankings in search engines and a higher CTR can help move rankings up in Organic Results, which would lead to a higher CTR, higher rankings, and so on.

Our goal here is to create a positive feedback loop that starts by providing more information to the end user and contributes to higher rankings with higher CTRs.

Get Ahead of Competition

From the limited tests that we have run, we see that the vast majority of hotels are not currently utilizing Structured Data. As Google has confirmed benefits of having it on a website, this is a great opportunity to get in front of competitors.

Impact Positive Performance On Your Site

So far, clients that have implemented structured data have seen some positive improvements to organic search traffic and we encourage our clients to implement Structured Data for improved website performance.

Contact GCommerce today for more information on implementing structured data to your hotel’s website.

Google Page Speed Update: Will Your Hotel's Website Be Impacted?

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July 16, 2018 by

GOOGLE’S PAGE SPEED UPDATE IS NOW ROLLING OUT TO ALL USERS

Search Engine Land and our agency Google representative have confirmed that Google’s Page Speed Update is now being released to all users.  As of July 9th, 2018, Google “has begun incorporating the new Speed Update algorithm in the mobile search results as a search ranking factor”.

Google has confirmed that right now, the update “only impacts the slowest of sites on the internet”. But….what does Google consider slow or the slowest in terms of mobile site speed? Our Google agency representative stated that RANK COULD BE AFFECTED FOR PAGES THAT LOAD SLOWER THAN 3-4 SECONDS. In addition to page rank and organic performance, it’s also important to understand that pages with slow load times also impact your paid advertising performance. How much of the traffic from your hard earned paid advertising dollars are bouncing from your site because the page takes too long to download? This can add up to a lot of wasted advertising dollars.

How do you know if Google’s Page Speed Update could impact your website? In Google’s most recent blog post on the Page Speed Update, they state that, “Although there is no tool that directly indicates whether a page is affected by this new ranking factor, here are some resources that can be used to evaluate a page’s performance.” These include Google’s Test My Site Tool.

Image Placeholder

Our Google representative encourages immediate action to improve page speed if your site is loading slower than 5 seconds. Back in May we dove into the importance of mobile page speed for organic search rankings. Now is the time to act, don’t wait until your site is negatively impacted. Chances are, it is already seeing the negative impact of advertising dollars wasted on site visitors that bounce.

Reach out to GCommerce today to inquire about how we can help improve your site’s page speed.

How to Win on Mobile: The Increasing Importance of Mobile Speed for Organic Search Rankings

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May 21, 2018 by

MOBILE SPEED EFFECTS ON ORGANIC SEARCH RANKINGS OVER TIME

Google recently came out with a new tool to help companies compare their mobile performance against their competitors and measure the impact that decreasing mobile page load times can have on revenue. It’s not surprising to anyone in the marketing world that the results are significant. Users are increasingly demanding of websites to load as fast as possible, with slower websites experiencing noticeable increases in bounce rate as well as drops in other engagement metrics like time on site, pages per session and event/goal completions.

This move by Google is the latest in a series of initiatives by the tech giant to emphasize the increasing importance of mobile experience in the modern internet landscape. Looking back to April 2015, Google updated their algorithm in a release dubbed by webmasters as “Mobilegeddon”, giving priority in their SERP rankings to mobile- and tablet-friendly websites when the query was made on a mobile device. In May of that same year, they released a statement saying that mobile searches exceeded those of desktop in 10 countries, including the US & Japan. In November 2016, they started experimenting with mobile-first indexing, wherein a site’s mobile version, if it had one, would be used as its primary version, with the desktop version being displayed only if a mobile version was not available. Those sites without a mobile version would most likely see a decline in their SERP rankings while sites with a mobile-friendly experience could receive a boost in rankings regardless of the device on which the search is being made. Fast-forward to January 2018, Google released a statement explicitly calling out the fact that page speed will now be a ranking factor on mobile searches like it has been on desktop starting in July of this year.

One question you may be having is why Google is taking such a strong stance on mobile. The answer is multi-faceted, but it all comes down to providing users with the best possible experience, which ultimately benefits both users and Google. By optimizing your site for a mobile user, using techniques such as responsive design, fast page load times, utilizing caching and providing high quality content, your site is more likely to be engaging to users and therefore rank higher on Google’s SERP. Google benefits by providing users with the highest-quality content in the top positions which builds trust and makes users more likely to use them in the future, while you benefit with increased website traffic, higher conversion rates, and more engagement with your site. It’s in Google’s best interest to keep this feedback loop continuing and to get webmasters to perpetually try to optimize their sites for an optimal user experience, which is why we’ve seen this progression from merely stating that mobile experience is important to announcing to the world that it is definitively a factor in their rankings and providing businesses withtools like the Impact Calculator that should encourage them to make strides in the short term to that effect.

TOOLS TO MEASURE THE IMPACT OF PAGE SPEED ON YOUR WEBSITE PERFORMANCE

Back to Google’s new mobile tools for a second. The top section of the page allows you to compare your site with those of your competitors to see how your mobile speed stacks up. This is a great tool for benchmarking and assessing if you’re currently ahead of, in line with, or way behind your competition. In the below example, we would recommend to our client that they make immediate changes to their website to get on level terms with their competition as they are lagging behind all but one of their competitors.

Picture1

Revenue Directors and business owners will most likely be more intrigued by the Impact Calculator, though. It will ask you for data regarding average monthly website visitors, average order value, and website conversion rate. Based on this information, it will give an estimate of how much incremental revenue can be generated by lowering your site’s mobile page load time on a scale in increments of 0.1 seconds from your site’s current load time down to their minimum threshold of 0.6 seconds.

If you play around with the slider function, you’ll notice that the faster a web page loads, the more incremental revenue it is expected to produce. We noticed that the relationship did not appear to be linear, so we tested a couple of our clients on the tool and found the following:

Picture1

Client 1 (Original Page Load Time of 5.0 Seconds)

Page-Speed-Client1

Client 2 (Original Page Load Time of 2.8 Seconds)

Page-Speed-Client2

As you can see from the graphs, incremental revenue starts to increase exponentially as page load times approach the minimum of 0.6 seconds. While that minimum isn’t currently attainable for many websites, it’s certainly something everyone should be striving for given the potential payoff.

The nice thing about decreasing page load times is that it positively affects other metrics that you may not have thought about. It’s obvious that bounce rate would decrease while time on site and pages per session would increase, but could this affect organic search results, too? While no one knows exactly what’s in Google’s search algorithm, we already know that they have come out and said that site speed is a ranking factor and that mobile page load speed will be a ranking factor starting in July. It’s also been shown through independent testing that the top positions in organic search results typically have lower than average bounce rates and higher than average time spent on that page. By increasing your mobile site speed, you’re helping your site’s pages rank better for organic results, thereby supplementing your other SEO efforts. As mentioned previously, higher organic rankings should produce higher website conversion rates and therefore more revenue, something every business owner can get behind.

WHY IS THIS IMPORTANT FOR HOTEL WEBSITES?

You may be thinking that this all sounds great but it’s not currently a priority, and you’d rather focus budget and time on channels with predictable ROIs. The thing about that is, you’re wrong. Mobile traffic is increasing every year and has accounted for the majority of worldwide searches since 2015. Most of your users are most likely on mobile devices or will be in the near future. Also, in preparing for Google’s eventual worldwide switch to a mobile-first index, it’s even more important to have a mobile-friendly website and for mobile page load times to be lower, since a domain’s mobile site will be used as the primary site in Google’s search results. They are making it clear with their actions that this is the direction they want websites to move towards, with those who don’t comply being penalized and pushed further down the SERP, never to be seen again. It’s in your best interest to take the necessary steps to optimize your site for mobile now, and make a concerted effort to keep it that way moving forward. Mobile traffic and faster speeds are the future.

HOW TO USE PAGE SPEED TO IMPROVE YOUR SEARCH ENGINE PERFORMANCE

Get in touch with us today if you’d like more information on how GCommerce can help you gain incremental revenue from increased mobile site speed and optimize your site for a mobile experience.

Tropicana Inn & Suites' New Website Increases Conversion Rate and Revenue

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March 2, 2018 by

Have you ever wondered just how important a website is to a business?

GCommerce launched a beautiful new website for Tropicana Inn & Suites in Anaheim, CA in October 2017. A deep focus on branding, user experience and design with a focus on conversion rate optimization had a dramatic impact on the hotel’s digital presence and bottom line.

Functionality plays a huge part in the overall user experience and performance for any website. The creative and design team at GCommerce Solutions understands this and makes sure to implement hospitality specific best practices to all of our website builds and designs.

In the case of Tropicana Inn & Suites, it was a Design Ready Architecture (DRA) build that was put together with their new branding and content initiatives. The Tropicana specific DRA that was used took into consideration keeping a user on the website and giving them all the information needed right at their fingertips.

The most important factors considered for Tropicana’s layout & design was:

  • Having a testimonial section right on the website.
    • This keeps a user on the page and provides transparency; keeping them from having to search for another website’s reviews helping to ultimately keep the user on the property’s website.
    • This shows success in the 6% increase in average session duration since the launch of the new website.
  • Highlighting the most visited pages right on the homepage to help keep the user engaged and easy navigation to find the information they require.
  • High quality and professional photography. Per Hospitality Net, after price, photography is the most important factor for travelers and prospects.

LET’S TAKE A LOOK AT THE ACTUAL NUMBERS AND HOW THE NEW WEBSITE HAS IMPACTED DIFFERENT MARKETING CHANNELS

The following results were found after comparing data from the old website vs. the new website post launch.

OVERALL WEBSITE PERFORMANCE

Overall website Performance

Lets delve deeper and review how the new website helped the individual digital marketing efforts.

PAID SEARCH ADVERTISING

Paid Search

FACEBOOK ADVERTISING

Facebook Advertisement

Well designed with user experience and conversion rate best practices in mind, a new website can make a dramatic difference in your hotel’s performance and bottom line. Your website is your online storefront, You want it to be welcoming and portray a true representation of the property’s experience. The user experience should be easy to navigate and help lead your user through the booking funnel. Such as the snap navigation and booking widget used for Tropicana Inn & Suites that affixes to the top of the browser and follows the user down the page. You want the user to be able to navigate your site from anywhere and allow them to book their room from any point of their journey.

GCommerce Solutions would be happy to help with your new website. You can submit a request for more information here or give us a call at 435-214-5301.

How to Optimize Hotel Website Images and Why You Should

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January 23, 2018 by

Many search engine optimization industry experts have made the connection between optimizing images and improved Organic Search performance. Updating Title Tags, Alt Tags and Image Filenames are a few of the recommendations to best optimize images on a website for better search engine rankings and performance. But, with any SEO tactic, the question is – what kind of impact does it have on performance and what is the best way to measure performance? In this article, we will explore those two questions around optimizing images on a website.

THE TEST

FOR A RECENT TEST ON ONE OF OUR SITES, GCOMMERCE WANTED TO MEASURE THE IMPACT IN ORGANIC TRAFFIC BEFORE AND AFTER OPTIMIZING IMAGE ELEMENTS.

We selected one of our partner websites that has an incredible venue for hosting weddings at their hotel. Considering that 6 of the 10 most popular dates to get engaged last year were in December, we decided that optimizing pages associated with their wedding venue would be a great test for the end of the year.

THE SEO TACTICS USED

We updated the Image Filenames, Title Tags and Alt tags on all photos hosted on the Hotel Wedding pages on the client’s website.

Picture1-300x255

Something to note: Depending on the format of your website and CMS, updating image filenames on your site could be difficult. It is always best to consult with your website developer or designer to ensure that modifying filenames are not going to create broken images or links on your website. Luckily, some of the incredibly savvy web developers at GCommerce created a custom Plugin for our WordPress websites to be able to accurately update Image Filenames in real time on the site. We utilized this plugin in order to seamlessly integrate our desired filenames.

REPORTING & ANALYSIS

Image elements on our partner website were updated on December 6th, 2017. Other authors have done an excellent job talking about the difficulties of measuring the impacts of tests on Organic Search. While focusing on Rankings can be difficult due to the differences by user in which search results are displayed, we can use Google Search Console, SEM Rush and Google Analytics to measure any changes in traffic and visibility on Wedding pages through Organic Search.

WHAT WERE THE RESULTS?

To measure impact, we analyzed overall Pageviews, Unique Pageviews and Entrances through the Organic Search Channel in Google Analytics. The results show increases in all KPIs in comparing to the previous period, prior to when image elements were updated. The changes resulted in more Impressions and Clicks while the Average Position in the SERPs remained flat as measured by Google Search Console.



GOOGLE SEARCH CONSOLE RESULTS

TIME 1 CLICKSTIME 2 CLICKS% CHANGETIME 1 IMP.TIME 2 IMP.% CHANGETIME 1 POSITIONTIME 2 POSITION
7777454%133,131126,4495%39.7339.73
*Time 1 = 12/7/17-1/8/18
*Time 2 = 11/4/17-12/6/17

GOOGLE ANALYTICS RESULTS

The goal and measure for success is to drive more qualified traffic and wedding business for our client. By driving increased traffic to these pages, we are more likely to engage potential customers to contact our client hotel about hosting a wedding on the property.

Picture2-300x52

NEXT STEPS?

Moving forward, we will continue to optimize this hotel’s website for search engines with the goal of driving increased qualified traffic to help our clients achieve success. Image optimization is a key element in helping to establish visibility for website content in the SERP in order to drive organic traffic and conversions.

Reach out to GCommerce today if you’d like any additional information about optimizing images or your website for increased performance online.

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