TripAdvisor has launched a new advertising analytics service for users of its Sponsored Placements.
The review site will provide hotels and accommodation providers with insights into how they can build more awareness with their campaigns.
The new analytics capability follows a series of enhancements to TripAdvisor’s advertising solutions for accommodation providers based on feedback from partners.
Also recently launched, Sponsored Placements, enables accommodation businesses to capture traveller interest and drive targeted traffic to their property through ad placements.
Advertisers will now be able to measure the impact of their campaigns from within their Management Centre.
Users can access performance analytics and insights into competitive intelligence metrics such as market share.
TripAdvisor claimed the new performance reporting shows that, on average, Sponsored Placements customers are seeing an uplift of 17% in unique visits to their listing.
Martin Verdon-Roe, vice president of hotel product and marketing at TripAdvisor, said: “We see Sponsored Placements as a real game changer and our clients are seeing the results too.
“Now we’re giving Sponsored Placements customers the key performance metrics they need to ensure they can measure the success of their campaigns and make strategic decisions about budget and timing.
“We’re also continuing to invest in our existing solutions for accommodation businesses with a series of recent enhancements to optimise Business Advantage features.
“All of these improvements help accommodation owners drive direct booking referrals and build customer loyalty.”
Sponsored Placements is available to all accommodation providers with an active Business Advantage subscription, who share live rates and availability through TripAdvisor.
Sponsored Placements and Business Advantage are designed to work together; ads drive high quality traffic to a property’s listing, where the tools and features available to Business Advantage subscribers help to influence and convert potential guests.
Enhancements to Business Advantage also announced today include:
• Adding subscriber website links to organic search results on TripAdvisor, providing potential guests with another opportunity to click directly through to a property’s site
• Making subscriber website links more prominent within the contact details on a property’s listing on TripAdvisor
• Optimising subscriber contact details on mobile web to increase visibility for potential customers
• Adding website details to property overview section on TripAdvisor listing pages