Optimize OTA Bookings with Strategic Campaigns
PATHOS partnered with Ocean Properties Hotels and Resorts, a group of independently owned and operated hotels and properties across the United States, to manage and optimize their online travel agency (OTA) campaigns, including sponsored listings, programmatic display ads, email marketing and co-ops. With more than a decade of experience in digital advertising, including with Expedia’s Media Solutions, we have emerged as one of the largest and most effective travel ad operators in the U.S., consistently delivering exceptional results for our clients. We used this knowledge to provide white glove service to Ocean Properties, guiding them through every step of the digital marketing process in order to help them achieve their goal of keeping the beds filled and the guests coming back.
We specialize in putting heads in beds.
After consulting with Ocean Properties, we determined the primary goals were to fill vacant rooms, target specific traveler segments, and maximize return on investment. PATHOS excels in leveraging online travel agency (OTA) platforms to achieve these sorts of objectives through carefully crafted media plans, strategic bid management, tailored ad customization, and continuous performance analysis & optimization.
Process
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Budget Establishment
We collaborate with clients to establish a monthly budget that aligns with their marketing objectives. -
Goal Setting
We work with the client to determine key goals, such as targeting specific travel windows, maximizing overall ROAS, or filling vacancies during low-demand periods.
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Ad Copy Generation
We assist in crafting compelling ad copy that resonates with potential travelers. This can involve creating unique messages tailored to specific travel dates or windows. -
Thumbnail Image Selection
A visually appealing thumbnail image is selected to accompany the ad, helping to capture the attention of potential customers. Alternatively, we can test different images and optimize towards the image(s) that perform best. -
Precise Targeting
We leverage advanced targeting tools, focusing on criteria such as booking/check-in windows, length of stay, traveler type, device type, etc. to ensure that ads reach the most relevant audience.
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CPC Bid Optimization
Rather than simply recommending a competitive cost-per-click (CPC) bid, we optimize bids to stretch the client’s budget as far as possible. This optimization increases the chances of generating more traffic, which can lead to higher bookings and revenue. -
Ad Performance Monitoring
We continuously monitor ad performance in real-time, making adjustments as needed to maintain or improve performance. -
Ongoing Communication
Clients have direct access to one of our digital marketing experts, who provides ongoing recommendations and guidance to refine the campaign as it progresses.
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Real-Time Reporting
We provide clients with real-time access to data, ensuring they have the latest insights into their campaign’s performance. -
Performance Review
At the end of each campaign cycle, we conduct a thorough review of campaign performance, identifying key successes and areas for improvement.
Results
