Landing Pages: From Engagement to Conversion

At Expedia Group Media Solutions, we know how important it is to create effective display ads and ads that stand out. But what happens when a travel shopper clicks on an ad? Leading travel shoppers to an engaging landing page where they can quickly learn more and book their next trip is a crucial step in the path to purchase. In this post, we’ll discuss some of the options you have when you partner with us to deliver a compelling landing page as part of your campaign.

Partner with experienced digital marketing experts 

Our team of digital marketing experts can help you design a landing page or microsite for each brand in your campaign. You’ll be able to provide input on the overall messaging and imagery and we’ll be sure to incorporate elements of your brand identity into the ads and landing pages.  

We can also help ensure there’s a clear connection between the message featured on the ad and the message on the landing page, because a consistent message can help instill confidence in the shopper and inspire them to book now or in the future. 

Your landing page leads with your critical marketing message at the top, followed with compelling headlines and descriptions that highlight the benefits of your brand. We’ll also offer guidance on where to put images, supporting copy, embedded content like video and select offers to help convert travel shoppers.  

For example, Fiji Airways utilized our display advertising in combination with a dedicated microsite to highlight the airline’s safety record and encourage travelers shopping on to consider Fiji for their next tropical getaway. At the top is an overview of Fiji Airways’ world-class service, safety record, and more. There’s also a selection of recommended flights and vacation packages to the Pacific Island nation. 

Hotel advertising that can reach any traveler, anywhere

Travelers looking to book a hotel use multiple channels to find their ideal place to stay, from social media to travel websites, and more. This is why it’s imperative that you know when — and where — to reach the right traveler. Whether you’re trying to reach early-bird or last-minute bookers, our targeting capabilities can help you connect with the right traveler at the right time.  

Enhance the travel shopper journey with premium landing pages 

If you want to take your campaign a step further, you can opt for a bespoke premium landing page with tailored design from our award-winning Creative Partnerships team. We call these Travel Spotlights — premium landing pages containing captivating visuals and compelling editorial that encourage travel shoppers to explore and engage with your brand. Travel Spotlights are more immersive and interactive than standard landing pages and use versatile designs to help you build brand awareness. 

There are a variety of Travel Spotlights available — from inspirational articles and suggested itineraries to engaging quizzes and interactive video experiences. These custom landing pages let you put your strongest assets front and center and offer travel shoppers multiple paths to engage, explore and book. 

For example, Visit Panamá opted for a co-branded listicle that showcases 10 once-in-a-lifetime moments visitors can experience. Every item in the list offers a one-click option for travelers to start planning and booking their Panamanian vacation. 

Landing page options for faster turnaround 

For more conversion-focused campaigns, you might consider a Property Detail page or Search Results page. These page types link the shopper directly to the booking path, which means fewer clicks to conversion. These pages are already live on our sites, and because you can make updates through the self-service Expedia Partner Central, you can launch a Property Detail or Search Results landing page quickly.   

No matter what your marketing goals are, our team of digital media experts will help you define and create the best landing page to meet your brand’s needs, making it easy for prospective visitors to imagine what it’s like to be at your hotel or destination.  

Contact us today and let us know what your travel marketing goals are and how we can help you meet your optimal return on ad spend. 

Christen Horner

Operations Program Manager

Christen Horner is an Operations Program Manager and focuses on creative strategy, curating tools, insights, and best practices to help marketers deliver successful advertising campaigns. She holds a BSBA in Marketing from the University of Central Florida and lives in Dallas, Texas.

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