Ad Frequency: Why It Matters and How You Can Control It 

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It feels like the most common advertising trope always follows the same structure:


“Your customer needs to see your ads [4/5/6/7/146] times in order to [remember you/make a purchase/some other desired action]”. 

This statement might make sense logically, but what does it actually mean and how do we control it?

The answer to these questions lies within a little looked at metric: Frequency

Frequency is actually easy to understand and calculate. Frequency is the number of times a user has seen your ad or campaign in a certain period of time. In order to find frequency, you divide impressions by reach. 

For example, let’s say your campaign had 100,000 impressions this month and reached 20,000 people. Your frequency is 5.00, meaning that the average person your campaign reached saw your marketing materials five times. Some may have seen it four times, while others may have had six exposures, but it all averages out to five.

  • Impressions/reach
    • 100,000/20,000 = 5.00

What’s a good frequency?

A desirable frequency primarily depends on the goals of your campaign. For the purposes of this blog post, we’re going to focus on Meta advertising on Facebook and Instagram, but a lot of these concepts transfer over to other platforms you’re advertising on.

For a prospecting campaign where we’re hoping to drive website traffic or website engagement, a good frequency to target is 1 to 2.5. 

In our campaigns, we’ve seen that a frequency higher than about 2.5 results in a reduced clickthrough rate and less website traffic that can be used to serve ads that drive bookings later. 

If your frequency is approaching 2.5, it is a good sign that your prospecting targeting is too narrow for your budget; try targeting a larger geographic region, more age groups, or more interest groups in order to increase the reach of your campaign.

For a retargeting campaign where we’re driving conversions on a hotel’s booking engine, the range of a good frequency is a little broader, from 2.5 to 9. 

Out of an analysis of 80 retargeting campaigns during Q2 of this year, we identified some key insights: 

  • 19 retargeting campaigns were identified as high performers with a ROAS (return on ad spend) in excess of $50:1.
    • Out of those 19 high-performing campaigns, 17 had frequencies between 2.5 and 7. The remaining 2 campaigns had frequencies of 9.8 and 10.7. 
  • No campaigns with a frequency of less than 2.5 broke the $50:1 threshold to be identified as a high-performing campaign.
  • The remaining 20 retargeting campaigns with a frequency of less than 2.5.
    • 10 were identified as low-performing campaigns with room to improve. 50% of campaigns in this frequency range falling in the bottom tier performance is higher than any other campaigns within a given frequency range. 
  • For example, campaigns with a frequency above 2.5 had only 16% in the bottom tier of performance. Don’t let your frequency get too high, though; data indicates that frequencies above about 12 produce conversions at a much lower rate.

That said, a high frequency only unlocks the possibility of high performance; it doesn’t guarantee it. Successful campaigns still presented great offers, high performing individual ads, and followed our best practices for facebook ad optimization.

How do we manipulate frequency?

Now that we know what frequency in our conversion campaigns we want to target, we have to look at how to get there.

Increasing frequency
If your campaign’s frequency falls below 2.5, you likely aren’t reaching the same people often enough to drive them to convert. If that’s the case, we need to look at either increasing impressions while keeping reach static or decreasing reach while keeping impressions static.

In order to increase impressions, we can add additional budget while keeping our target audience the same. For example, if our current target audience has 20,000 users and we are only serving 40,000 impressions (a frequency of 2), an increase of 25% of impressions to 50,000 should let us reach our target frequency of 2.5.

  • Impressions/reach
    • 40,000/20,000 = 2.00
  • Impressions/reach
    • 50,000/20,000 = 2.5

If the budget is inflexible, we can look at decreasing reach. In order to do this, we’ll shorten the amount of time a website visitor remains on our retargeting lists, maybe from 30 days to 20 days. In the example above, we’d still maintain our 40,000 impressions since our budget is the same, but our reach could decrease to 14,000 (about ⅔), leading to a frequency of 2.8. Although you may be missing out on conversions from the 20-30 day audience, the data indicates that the increased frequency of ad delivery to recent website visitors outweighs these potential losses.

Decreasing frequency

If your campaign frequency falls above 12, you are likely reaching the same people too often and being less efficient than you could be with your ad spend. If that’s the case, we need to increase reach while keeping impressions static.

To decrease frequency and drive higher performance, we need to reach additional users by increasing the size of our retargeting lists. For example, we could push additional budget to prospecting campaigns to fill the top of the funnel more, increasing the size of our website visitor list. We could also begin to target past guests who haven’t visited our website recently, increasing our pool of potential guests to deliver ads to. Finally, we could increase the duration that users remain on our website visitor list.

At the end of the day, frequency is just one of the tools we have to optimize Facebook campaigns. While having a frequency in our recommended range might unlock higher performance, it’s still important to pay attention to the quality of your offers, imagery, and copy so that your additional impressions don’t go to waste.

Your hotel deserves an agency that looks at all the details of your campaigns. Get in touch with GCommerce to see where your campaigns can take you. 

Where Ultrarunning and Hotel Digital Marketing Collide

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This is a blog post I was first asked to write over 2 years ago but never finished. It wasn’t because I got distracted or forgot; there just wasn’t a compelling story there at the time. 2 years and 4,000 miles of running later, and I think I finally have something to write about here.

This version of the story starts early last year on a drive with my dad. I told him about how I was having a really hard time doing hard things. Taking on difficult tasks is something I’ve prided myself on for a long time, but after a few big life changes, graduating college, and taking my first ‘real’ job, doing hard things had become so much more difficult. I found it difficult to motivate myself to run as much as I did in college, I found it difficult to challenge myself at work, everything was just… harder than it used to be.

Last summer, I took a step back and focused on the little things. I had become too focused on doing the biggest runs, delivering the best hotel marketing campaigns, being the best at everything. Instead, I went on more neighborhood runs for 3 miles instead of 13 and delivered more hotel marketing campaigns with the goal of learning something instead of trying to learn everything

It was shortly after that last year where hard things became a whole lot easier. I ran 2 and a half hours faster in a 50k race than I had the year before, and the hotel digital marketing campaigns I was in charge of at work were driving more revenue than they ever had since I had taken them over. I ran through the entire winter (in one of the snowiest ski towns in California) – through blizzards and in the dark during evenings after work. This spring, I ran my 10th Los Angeles Marathon, a 17-minute personal-record from my previous best in 2017. This summer, I ran my first 100k, and this past fall, I placed 14th in my local 50k race with over 600 participants.

That 50k race was the same race that had prompted GCommerce to ask me to write this blog back in 2022 when I placed 163rd with a time of almost 9 hours. This year, I finished in 5 hours and 9 minutes. Oh, and hotel digital marketing work has gone great too.

It’s not the ‘doing hard things’ part that brought all of those successes, but rather doing small, easier things a lot. 

The desire to always do something greater and better every single day brings a lot of paralysis when it comes to just doing anything. I’ve found that to be true in not just running but just about everything, especially hotel digital marketing. 

We tend to get caught up in the glitz and glamor of wanting every hotel marketing campaign to be an award winner driving record results, and so often miss the opportunities to make incremental improvements day over day and week over week. Things like launching new hotel marketing ads every other week instead of every other month or avoiding new hotel marketing targeting strategies for fear they won’t change anything. 

Doing those small things isn’t just an important part of our jobs, but it might be the most important part of our jobs. Without those small improvements and perfecting the foundations of the hotel marketing campaigns we run, those out-of-the-park home runs are a lot more rare (or never come at all). 

Being successful at the hard things requires doing the easy things daily. Running 60 miles well requires a lot of 3-mile runs, just like delivering award-winning hotel marketing campaigns requires a lot of really little incremental improvements year-round. 

You’ll never get the first without the second.

Get Ready for the 2024-25 Ski Season: Digital Marketing Tips for Resorts and Hotels Near the Slopes

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As the 2024-25 ski season approaches, the weather has been unpredictable. However, there's no need to worry; whether it's powder or sunny days, we have ski hotel digital marketing strategies to keep your property top of mind.

If you're a ski resort or a hotel close to the slopes, here’s how to keep your hotel’s digital marketing fresh and effective all ski season long.

1. Make your ski hotel’s content weather-ready

The weather is always changing. One day, it’s snowing, and the next day, it’s sunny. Make sure your hotel’s content is as flexible as the weather. Use videos, social posts, and landing pages highlighting different activities based on conditions: snow days on the slopes, cozy fireside vibes, or winter hikes.

Actionable item: Develop hotel content that showcases your property no matter the weather. Whether it’s powder days at the resort or a warm, sunny afternoon near your hotel, you want to stay relevant.

2. Focus on local and niche search keywords 

Forget the broad search terms like “best ski resorts” or “ski vacations”—they’re highly competitive. Instead, focus on local, long-tail keywords to attract guests searching for nearby experiences.

Actionable item: Use phrases like “ski resorts near Steamboat Springs” or “hotels close to Jackson Hole ski area” to get in front of travelers looking for specific ski destination lodging.

3. Leverage user-generated content and social ads

User-generated content (UGC) is gold. People trust reviews from real guests. Whether you’re a resort or a hotel, showcase testimonials through social ads that highlight real guest experiences.

Actionable item: Run social ads with hotel guest testimonials or reviews. Feature experiences like après-ski fun or cozy lodge stays to build trust and encourage bookings.

4. Optimize for last-minute skiers

Skiers are spontaneous, so your hotel’s mobile-friendly site should be ready to capture those last-minute bookings. Ensure your hotel’s website is fast, easy to navigate, and optimized for mobile visitors planning a trip on a whim.

Actionable item: Offer last-minute hotel deals or special packages for travelers looking for spontaneous ski getaways. Push real-time notifications about snow conditions or exclusive offers to keep them engaged.

5. Personalize your hotel’s emails based on weather

Snow levels vary dramatically from region to region. Personalize your hotel’s email campaigns to reflect local weather conditions so your messages are always relevant.

Actionable item: Send tailored emails based on weather patterns. For example, promote “Fresh Powder Deals” during snowstorms and highlight non-ski activities like spa days or winter hikes on warmer days.

6. Work with flexible influencers

Influencers are great for spreading the word, but with unpredictable weather, you need partners who can promote both epic snow days and other experiences like après-ski or indoor activities around your hotel.

Actionable item: Collaborate with winter sports influencers who can showcase a variety of activities, from skiing to snowshoeing to relaxing at your resort or hotel.

7. Real-time promotions based on snow conditions

Real-time hotel marketing is key. If a big snowstorm hits, you’ll want to be ready with promotions that can go live instantly. Keep your property top-of-mind by capitalizing on current snow conditions.

Actionable Item: Set up automated campaigns that trigger based on weather. Promote last-minute deals during a snowstorm or highlight non-ski activities when conditions are mild.

Final thoughts: Stay agile and make the most of this year’s ski season

The 2024-25 ski season may be unpredictable, but your hotel’s marketing doesn’t have to be. With these strategies, your resort or hotel can stay at the top of your mind, no matter the weather. Whether your guests are skiing or relaxing nearby, stay flexible, creative, and ready to make this season your best yet.

For expert guidance and tailored ski messaging strategies, contact Gcommerce Solutions today.

The Path to Profitability in 2025: A Hotel Marketer's Guide

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In today's dynamic hospitality landscape, understanding consumer behavior is crucial for hotel marketers to thrive. This guide will explore key strategies for navigating the evolving digital landscape, leveraging data and AI to drive guest satisfaction and loyalty, and ultimately achieving profitability in 2025.

View our guide now.

My 5 Must-Know Lessons from the 2024 Inbound Marketing Conference

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Inbound 2023 was a bit of a disaster for me. On day one, I learned from 2,161 miles away from home that my beloved dog of 14 years had passed away, which was followed up quickly by a high fever and flu-like cold that had me confined in my hotel room for the rest of the conference (although it was a spacious, beautiful room at The Lenox Hotel, which helped make the situation a bit better). 

One year later, I can’t help but think of how much has happened; we welcomed our new best friend, Cocoa, into the family (although we still miss Rozzi everyday), AI has gone from a concept to actionable agents, and walled gardens of Google/Facebook and more keep eroding away at our ability to drive traffic to our websites. When I look ahead to what’s to come in the next year, I’ve walked away from Inbound 2024 thinking there’s a lot going on in the marketing world that holds onto long established concepts like behavioral science and creative messaging - the “human-ness” of marketing, but now - to the power of AI. 

I left Inbound Marketing Conference 2024 feeling mentally exhausted by the amount of content and ideas I consumed, yet inspired by being surrounded by others looking for ways to keep finding ways to do our jobs better - for our companies, our clients and because of our passion for the field. After digging through what seemed to be endless pages of notes, here are my top 5 takeaways from Inbound Marketing Conference 2024.

Top 5 hotel marketing lessons from Inbound marketing conference 2024

1. Take risks and be nimble - don’t be afraid to back out quickly if something isn’t working.

This one isn’t exactly new, but it was a good reminder and also made me realize we aren’t the only ones trying to navigate the endless onslaught of new products, platforms, and ad types. There are so many places, platforms, campaign types, etc., to allocate the budget for these days. It can be overwhelming and you most likely don’t have enough budget to run on all of them (unless you have Barbie movie kind of funds). It’s important to take risks, test new channels, and be ready to jump ship or pivot quickly when things aren’t working. Just because something is standard in the industry doesn’t mean you should keep on doing it if it doesn’t move the needle for your business. 

2. People desire to connect, so don’t be afraid to use emotion and other creative approaches in your ads to stand out.

Each year I’ve been fortunate to attend sessions at Inbound; LinkedIn always comes in with a fire presentation filled with deep data points and creative examples ripe for testing. This year, Amanda Green’s session on LinkedIn Creative Strategies to Maximize Engagement claimed that “Creative is your biggest lever to drive sales” (more so than targeting) and that currently, “75% of ads are not effective”. I think so often, brands play conservatively with their language and lean away from taking risks by using things like humor. But, regardless of whether you are in B2B or B2C, your ad’s success depends on your brand’s ability to connect with humans. Test ear-catching copy - use puns, alliteration, power words, rhyming, and more. Test creative variations that increase “dwell” time or tie into the psychology of color.

3. It’s easy to be fearful of AI, but don’t forget it’s AI to the power of YOU. It will only elevate your beautiful, unique, and creative self even more.

The CTO of Hubspot, Dharmesh, opened Inbound 2024 talking about AI agents and stating that it’s “AI to the power of YOU”. Really, AI is only going to take your creativity, uniqueness, and inherent you-ness and expand upon them exponentially. Speaking with different people at the conference, there is still a lot of apprehension and a bit of fear around AI - and sometimes an uncertainty about where to even begin with the technology. During his session, Dharmesh introduced the first professional network for AI agents, agent.ai, where you can go right now and hire different AI agents to help with everything from company research to making memes to conversion rate optimization. I think this takes the abstract concept of “AI” and turns it into specific use cases of how AI can work for you and your team. I encourage you to check it out and start playing around with it today. I think you’ll find fear and apprehension replaced with growing excitement around the technology.

4. Just because search traffic is set to decline 25% due to AI doesn’t mean the organic search channel is losing importance.

According to an insight packed session I attended by SEMRush, from 2022 to 2024, click-outs from Google to websites went from 45.1% to 41.5%, and the prediction is that this will keep declining. There have been a few recent studies about this topic, most recently and notably the one from Rand Fishkin. Google will continue to trap users in its own ecosystem, leading to fewer and fewer clicks “out” to other websites. In the hotel marketing world, we already see this in Google’s hotel search and travel planner. Google keeps users searching and researching within Google until they are ready to book - then bam, google hotel ads to the rescue. Even then, the number of Google searches isn’t declining; it is only the number of clicks from the search engine. 

As search marketers, it may be time to re-think the importance of optimizing impressions in organic search while emphasizing the importance of being visible for “click out” transaction searches. Optimization for search engines will continue to be incredibly important, and on top of that, new search engines will also emerge that need to be considered in your strategy moving forward. Yes, Google will most likely maintain market share, but knowing how LLM-based search engines work will continue to increase in importance as they become ingrained in each type of search platform. The top hints I grabbed from this session are that LLM-based search engines (think SearchGPT, Perplexity) love structured content and data. They consume from sources like YouTube and Reddit because of this. Make sure you are optimizing these platforms to be ready for LLM-based search.

5. People do strange things - tap into people’s natural reactions to make your hotel’s marketing work better.

My absolute favorite part of marketing is the psychology around how creative messaging and design works. In the end, we are finding ways to reach the right audience with the right message to encourage them to buy - but ultimately, people are hard-wired to simply react as they try to find decision-making shortcuts. In my first (and possibly favorite) Inbound session this year, Nancy Harhut walked us through 5 Unconventional Messaging Moves for Marketing Mavericks. They included tips like using the BYAF (but you are free) technique - think “the choice is yours” type messaging; stating the obvious - like how Folders calls themselves “mountain grown” when most coffee is mountain grew, or using loss aversion to call out how much money you could lose vs how much you’ll save. 

It’s always better to Inbound with friends

Okay, this is a bonus takeaway, but really part of what made this year more magical. I had the absolute pleasure of sharing the experience of Inbound with colleagues and clients that I get to call friends. After each day, and in-between sessions, we got to discuss our experiences and favorite insights from Inbound over a great meal in Boston. It was energizing and helped fuel our takeaways into more actionable considerations that are going to best help our teams and our clients in the coming year. Special thanks to the Lenox Hotel team for their gracious hospitality. 

Interested in joining us for Inbound 2025? Let us know!

Should You Market Your Hotel as Haunted? Discover the Benefits, Drawbacks, and Year-Round Considerations

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The allure of haunted hotels is undeniable. From eerie ghost sightings to tales of restless spirits, a haunted reputation can draw in curious guests looking for a unique thrill. But should you embrace the supernatural and promote your hotel as haunted year-round? While many historic properties, such as the Stanley Hotel (famously linked to The Shining), have thrived by embracing their haunted histories, it’s not a decision to take lightly. Here are the pros, cons, and key considerations to help you decide if marketing your hotel’s ghostly side is the right move.

Pros of marketing a hotel as haunted

1. Capitalize on the unique history of your hotel

Many hotels, especially older ones, have intriguing backstories. By promoting ghostly encounters or unexplained phenomena, you can offer guests a deeper, more immersive experience. This can lead to greater interest in your hotel’s history, transforming it from a simple place to stay into a destination for history buffs and paranormal enthusiasts alike.

2. Attract niche markets to your hotel

There’s a dedicated audience for ghost stories and paranormal experiences. People travel from all over to stay in hotels with a haunted reputation. Not only do these guests pay for rooms, but many are also willing to shell out extra for ghost tours, special haunted packages, or even ghost-hunting equipment rentals. Embracing your hotel’s haunted status can unlock a niche market that’s ready to pay more for a memorable (and spooky) stay.

3. Leverage haunted packages as a year-round appeal

While fall is typically associated with all things spooky, hauntings aren’t tied to a particular season. You can leverage your haunted reputation year-round by offering themed experiences, such as winter ghost retreats or summer night tours. This could help you drive traffic during the slow season and keep guests coming back no matter the time of year.

4. Build unique haunted experiences that differentiate your hotel

A haunted hotel opens up a world of possibilities for crafting engaging guest experiences. Whether it's guided ghost tours, paranormal investigations, or interactive storytelling sessions around a fireplace, you can offer unique packages that set your hotel apart from competitors. These experiences could become a regular part of your business, adding value and keeping guests intrigued.

Cons of marketing a hotel as haunted 

1. Haunted experiences are not for everyone

Not all guests are thrilled by the idea of spending the night in a haunted room. Some travelers may find the idea unsettling or be completely turned off by ghost-related themes. It’s essential to know your audience—are they the type who would enjoy a paranormal adventure, or would they be more likely to cancel their reservation if they hear about your haunted history?

2. Dark hotel histories may backfire

Not all hauntings are playful or lighthearted. If your hotel’s ghostly tales stem from violent or tragic events, marketing these stories could be risky. Darker histories may alienate guests or even lead to negative press. It’s essential to strike a balance between sharing intriguing stories and avoiding ones that could be perceived as distasteful or upsetting.

3. The risk of being seen as a gimmick

In some cases, promoting a haunted hotel may come off as nothing more than a gimmick. For skeptics or those uninterested in paranormal activity, the idea could feel forced, leading to frustration or negative reviews. If your haunted reputation doesn’t feel authentic or well-researched, it might backfire.

4. Negative reviews if guests aren’t spooked

Do your hauntings happen often enough to build a sustainable narrative? If ghost sightings or unexplained events are rare, guests may be disappointed if they don’t experience anything during their stay. Managing expectations is key. Guests should feel like they’re getting a legitimate experience rather than being sold on something that rarely happens.

Key considerations before marketing a hotel as haunted

1. Know your hotel’s audience

Understanding your guests is critical. Are they likely to be excited by ghostly tales, or would they prefer a peaceful, relaxing getaway? One option is to survey current or past guests to gauge their interest in paranormal themes. Their feedback can help guide your decision on whether to embrace your haunted reputation.

2. Craft authentic, well-researched stories of your hotel’s hauntings

If you choose to promote hauntings, make sure the stories you share are well-researched and frequently reported. Avoid embellishing too much—guests will appreciate an authentic experience, even if the hauntings are subtle. Dive into the history of the spirits that may linger on your property. Who were they? How often are they "seen" or "heard"? What is the nature of the encounters? Vivid, real stories will be far more engaging than fabricated or over-the-top ones.

3. Consider the year-round appeal of haunted hotel experiences

Hauntings don’t have to be limited to October. Consider building packages or seasonal experiences that capitalize on ghostly themes throughout the year. Winter ghost retreats, spring paranormal investigations, and summer night ghost hunts could help keep guests engaged during different seasons. Flexibility is key to maintaining interest and appealing to a wider audience.

4. Balance hotel guest expectations

If you choose to market your hotel as haunted, be transparent with your guests. Some may want to know exactly what they’re signing up for, while others may prefer not to know the details. Offering different packages or room options—such as “haunted” and “non-haunted” sections—could be a creative way to appeal to both thrill-seekers and those who just want a comfortable stay.

So, to haunt or not to haunt?

In the end, only you know your property and your audience best. Whether or not you choose to embrace your hotel’s haunted history, there’s potential to craft unique experiences that keep guests engaged and coming back. If ghosts aren’t your thing, you can still explore partnerships with local haunted attractions, offering your hotel as a comfortable and safe base for those seeking thrills elsewhere.

Remember, being haunted isn’t a one-size-fits-all approach, but with careful planning and attention to your guests' desires, you can strike the right balance between spooky and serene.

 A collection of our haunted hotel properties

Here is a list of some of our renowned hotels known for being haunted, showcasing how they've woven their ghostly past into their identity—ranging from full immersive experiences and featured in their history to subtle mentions in their FAQs.

Remember, crafting unique experiences with careful planning can strike the right balance between spooky and serene. Let's talk about your next project.

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