One of the most exciting things about paid media is that it enables you to take ownership of getting in front of your audience in the right place, at the right time.

Once you have a best-practice tourism website to work with, paid media has the power to offer phenomenal ROI. Tourism operators will find that utilising dynamic paid media campaigns can generate leads or bookings at a far lower cost than the 20%-plus often taken by OTAs and trade.

For organisations like RTOs, paid media marketing offers the opportunity to create demand and drive intent for users to visit your destination in cost-effective, memorable ways.

How to choose your paid media platform

Not all paid media platforms are created equal, and identifying the right platforms to use in your campaign mix is crucial to reaching your conversion or engagement goals. By referencing the visitor journey of dream – plan – book, analysing target outcomes, factoring in budget and also understanding the user data that is available, we are able to recommend the right mix of platforms and ad types to deliver transparent, ROI-focused results.

Our specialised Performance Team will guide you through the in’s and out’s of the paid media landscape, taking your business goals and finding the platform to best achieve them. While we have access to a myriad of platforms, we usually see the best results across Google Search and Facebook/Instagram. For those in need of wider awareness targeting and have larger budgets, we may also recommend programmatic advertising, where data is pulled from a number of sources to identify potential visitors with incredible accuracy.

Google Ads – driving awareness & capturing intent

Globally, Google is responsible for almost 90 percent of search traffic; making it one of the most potent platforms to leverage user intent or demographics in order to serve your target audience engaging ad creative.

From YouTube and Google Display used to drive awareness of your brand or service, to Google Search and remarketing campaigns delivering your business to those users with high intent and ready to convert – leveraging Google Ads tactically throughout the dream-plan-book process has the potential to result in strong return on investment.

Facebook & Instagram – turning “likes” into bookings

It’s no secret how much Facebook and Instagram knows about you, which is the price of using the service of these social media giants for free. This also means that from an advertising perspective, it’s more useful than ever as an advertising tool.

Offering large and colourful ad formats and extensive targeting and remarketing tools, social media is one of the most easily accessible platforms for businesses and organisations of all shapes and sizes. When wielded strategically across the ‘plan / book’ section of travel decision making, it has the potential to make an obvious and measurable impact.

Measuring success with tracking & analytics

Don’t know your bounce rate from your cost per acquisition? Fear not. When designing your paid media strategy, our Maverick strategists will help get to know you, your customers and understand exactly what a new booking is worth to you.

With extensive knowledge of Google Tag Manager & Google Analytics, our specialists can provide a customised tracking setup around your unique conversion points. So whether you’re a start-up venture, or rebranding with a new website, you’ll be able to firsthand see the value each channel plays in your marketing mix.