什么是赞助广告位?
赞助广告位(通常简称“SL”)是能保证在 Agoda 平台(网站和 App)搜索结果中占据前排好位的营销解决方案。 加入活动,您将锁定搜索结果页的前排好位(前 3 位或前 15 位*,取决于您的选择),您还可通过指定地域标签和入住日期进一步精准定向客群。 许多住宿合作伙伴会选择在战略时期使用赞助广告位,以在需求高峰期超越竞争对手,或突出住宿的特色。 在搜索结果页面保持前排好位能够增强品牌可信度,确保您的住宿信息更有可能被潜在客人看到。 *前 3 位指 Agoda 搜索结果页面的第 1 至第 3 位,前 15 位指第 11 至第 13 位。 赞助广告位已帮助住宿取得显著效果! 平均而言,自 2024 年 1 月 1 日起专注于搜索结果前 3 位、持续 30 天或更长时间的营销活动获得了以下效果:
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- 浏览量提升 124%
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- 点击量提升 32%
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- 订单量提升 23%
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- 投资回报率(ROI)是原来的 13 倍
您的赞助广告位营销活动透明且灵活,不会产生任何隐藏费用。 建议您提前规划营销活动,因为您所在城市和/或地区的排名位置可能会售罄。 赞助广告位的费用按增量佣金或每笔订单成本计算,而非按固定费率*计算,因为市场需求存在差异。在创建营销活动的过程中,您将了解到每笔订单成本和实时业绩预估,您可以根据这些信息修改营销活动,直至找到您满意的每笔订单成本为止。 有关创建赞助广告位营销活动的更多详情,请参阅以下部分: 如何加入赞助广告位? *固定费率在这里指的是设定的增量金额,例如 Agoda 增长计划中的基础套餐(10%)、标准套餐(12%)和高级套餐(15%)所提供的金额。 这意味着对于赞助广告位,您在营销活动设置过程中看到的每笔订单成本将根据您住宿的位置和相对市场需求进行个性化计算。
我的住宿如何受益于赞助广告位?
赞助广告位是 Agoda 唯一一项保证在搜索结果页面占据优质广告位的营销计划,有助提升住宿曝光度。
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- 在 Agoda 上提升搜索排名 通过锁定 Agoda 搜索结果页面的前 3 位或前 15 位*,提升贵住宿在所在城市/地区的排名。 保证在搜索结果中占据前排好位,进一步提高贵住宿的可信度和可靠性,从而持续吸引客人兴趣,提高预订后获得好评的概率。 由于 90% 的订单来自位于搜索结果前 5 位的住宿,您的住宿将获得显著增长的机会。 *前 3 位指 Agoda 搜索结果页面的第 1 至第 3 位,前 15 位指第 11 至第 13 位。
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- 提升曝光度 通过占据前排好位,吸引更多旅客,成为客人在搜索您所在城市/地区*时首先看到的住宿之一。 从竞争激烈的市场中脱颖而出,在客人浏览预订选项时成为他们心中的首选。 现在投入,未来获订! 客人在搜索结果页面的前排好位看见过您的住宿后,也更有可能在未来的旅行时想起。*注意:在营销活动设置中,您将有机会选择城市和/或地区。
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- 战略机会和营销活动灵活性 在关键时刻获得更多订单! 充分利用赞助广告位把握市场趋势。 从旺季到本地假期,再到国际活动等——您可以选择最佳时机,让您的住宿在竞争中脱颖而出。 赞助广告位还让您有机会宣传您的住宿的最新消息,例如更名或是最近的翻新,或是突出显示新增设施和功能。 营销活动的灵活性允许您选择日期、营销活动持续时间、理想排名以及搜索关键词定向。
如何加入赞助广告位?
在构建赞助广告位营销活动时,根据您选择的选项,业绩预估会发生相应的变化。 该实时预估有助于您构建符合商业目标的营销活动,同时确保您了解每笔订单成本(显示在营销活动概览下方的费用部分)。 如前所述,每笔订单成本是按增量佣金率计算的,并且会因市场需求而有所不同。 变更营销活动设置,调整每笔订单成本,并全面掌控营销预算。 或者,如果您更愿意预览营销活动的总成本,您可以在支付方式部分选择信用卡支付或银行转账。 然后,总成本信息将在页面右侧的支付版块更新。
- 前往 YCS >> 增长机会 >> 赞助广告位 (SL)。
- 选择营销时段 在日历上,拖动蓝色箭头以选择您希望包含在营销活动内的入住日期。 在选择区域右侧,您可以从前 3 位和前 15 位中选择您期望的排名。 请注意,对于选择的入住日期,某些排名位置可能已售罄。 我们建议您尽早设置营销活动,以锁定您期望的排名!
- 选择搜索关键词定向 点击贵住宿所在城市或区域(基于 YCS 中的住宿地址)的方框,为您的营销活动添加或删除此搜索关键词。 如果方框的轮廓是蓝色的,表示该搜索关键词将包含在您的营销活动中。 请选择至少一(1)项。
- 选择支付方式 我们提供三种支付方式: 按订单支付、信用卡支付和银行转账。 请注意,信用卡支付和银行转账支付方式是否可用或因国家/地区不同而有所差异。 如果住宿需要维持固定日均价(ADR),可选择通过信用卡支付或银行转账支付,以便将营销预算分配到赞助广告位的一次性支付金额*中。
- 按订单支付 使用按订单支付方式,将从相关订单的应收款金额中扣除每笔订单成本。 当您在 YCS 上确认某笔订单的应收金额时,赞助广告位的每笔订单成本将自动扣除。 请注意,这适用于营销活动期间内产生且入住日期符合您的营销活动时段的所有订单。 如果您选择按订单支付方式,可以选择在营销活动结束时自动续订营销活动。 您的营销活动将在有空位时续订,每笔订单成本相同。 您可以随时取消自动续订。 在支付版块勾选复选框以启用此选项。
- 信用卡支付 选择信用卡支付方式时,您可以在营销活动开始前一次性支付整个营销活动的总费用。 此后不会产生额外费用。
- 银行转账 选择银行转账支付方式时,您可以在营销活动开始前根据账单一次性支付整个营销活动的总费用。 此后不会产生额外费用。*一次性支付金额是根据您所在城市过去 60 至 150 天的总交易价值计算得出的,每天更新一次。 如果您所在城市的需求特别高,可能会应用调节系数。
- 请查看您的营销活动详情,包括业绩预估、营销活动时段、期望排名、搜索关键词定向和支付方式。 如果您有优惠码,请在支付版块提供的文本框中输入该优惠码并点击“应用”。
- 如果所有详情都正确无误,请点击“创建营销活动”。
在哪里可以查看我的住宿的赞助广告位业绩?
要查看您正在进行的赞助广告位营销活动的业绩,请前往: YCS >> 增长机会 >> 管理营销活动。 然后,点击展示您想要查看业绩数据的赞助广告位营销活动所在的行。 在您的赞助广告位业绩控制面板上,您将看到以下信息和数据:
- 概览:
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- 营销活动名称和营销活动编号、每笔订单成本和支付方式
- 活动详情:
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- 营销活动时段(营销活动包含的入住日期)、提升后排名(营销活动创建时选择的期望排名)以及搜索关键词定向(城市和/或地区)
- 业绩表现:
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- 间夜数展示符合营销活动条件的已预订总间夜数。
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- 收益展示特定营销活动产生的订单扣除佣金后的净收益总额。
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- 成本展示符合营销活动条件的订单的总成本。
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- 浏览量展示用户在搜索结果页面浏览贵住宿的次数。
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- 点击量展示用户在搜索结果页面浏览贵住宿后点击贵住宿的次数(点击率是指从浏览量到点击量的转化率)。
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- 订单量展示符合营销活动条件的订单数(转化率是指贵住宿从点击量到订单的转化率)。
显示的转化率可以帮助您了解投资回报率(ROI),从而判断此营销活动设置是否适用于您的住宿。 如果转化率较低,请考虑在下一次赞助广告位营销活动中更改部分选择。
- 高级选项
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- 在此营销活动结束时自动续订 如果您的支付方式是从订单扣款,您可以选择开启或关闭自动续订功能。 如果选择开启,您的营销活动将在有空位时自动续订,每笔订单成本相同。 您可以随时关闭此选项。
如何提升我的住宿的赞助广告位业绩?
为了确保通过赞助广告位实现最佳业绩和持续成功,我们建议您花些时间查看贵住宿在 YCS(YCS >> 绩效评估 >> 数据中心 >> 内容评分)上的内容评分,并相应地优化您的住宿内容。 除了赞助广告位提供的排名保证外,客人还会将您的住宿产品与竞争对手进行对比,以做出最终决定。 影响客人选择的因素通常包括价格、包含的福利、感知到的住宿质量、真实点评以及取消政策。 我们鼓励所有住宿合作伙伴考虑这些因素,以加强通过赞助广告位取得的营销效果。 其他建议包括:
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- 提前创建赞助广告位营销活动,锁定您期望的排名并充分利用市场需求。 请注意,热门入住日期的排名可能会售罄!
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- 确保在 YCS 中更新您的房量与房价。 请确保您设置赞助广告位营销活动的入住日期不是满房日期!
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- 创建同时定向城市和地区搜索关键词的营销活动。 参加单次营销活动,以低成本获得两项搜索排名提升!
FAQs
Sponsored Listing campaigns are best viewed as short-term boosts on top of other marketing solutions you may already have active. In that sense, your property may benefit from enhanced performance when bundled with Agoda Growth Program (AGP), Agoda Growth Express (AGX), or Agoda Intelligence (AI).
- Agoda Growth Program
Agoda Growth Program is a comprehensive, multi-channel marketing solution. As Agoda Growth Program has a more broad-based and general marketing reach, it can be strategically beneficial to stack Sponsored Listing campaigns at specific times to enhance the benefits of both marketing solutions. However, long-term participation is recommended for Agoda Growth Program in order to maximize the gains in impressions, revenue, and room night growth.
Through Agoda Growth Program, you will be awarded with a Preferred Partner badge, visible on your property listing on both the Search Results page and Property Page. If you also have an active Sponsored Listing campaign, the Preferred Property badge will be included in the Top 3 or Top 15 placement that you select, further signifying your property’s credibility and trustworthiness. - Agoda Growth Express
Agoda Growth Express focuses on a targeted marketing approach, allowing campaigns to be customized based on parameters such as travel dates or customer origin. This flexibility ensures that your marketing reaches the right customers at the right time. Additionally, Agoda Growth Express is commitment-free, enabling you to edit or stop campaigns as needed in response to market changes or unexpected situations.
Sponsored Listing campaigns complement Agoda Growth Express by providing a guaranteed search ranking for city and/or area search terms, securing top placement in search results. Combining these two marketing solutions enhances your property’s exposure, maximizing visibility and potential bookings through a dual approach. - Agoda Intelligence
One of the primary benefits of our Agoda Intelligence program is a commission reduction. As Sponsored Listing is paid by an increase in commission (if the pay per booking payment method is selected), the Agoda Intelligence program essentially provides a discount on Sponsored Listing campaigns through its offering of a reduced commission amount. Bundling Sponsored Listing + Agoda Intelligence allows you to offset your incremental costs while still benefiting from targeted marketing solutions. Furthermore, Agoda Intelligence tools can provide valuable, data-driven insights into customer behavior and market trends, helping you to better optimize your Sponsored Listing campaign slot and details for improved performance.
Agoda Intelligence also offers automated rate optimization and advanced rate management tools to strengthen your pricing strategy. By automatically adjusting rates to match or beat your competitors, Agoda Intelligence ensures that your best possible rates are always displayed to potential customers. With Sponsored Listing providing increased visibility and Agoda Intelligence ensuring optimized rates, your impressions and engagement will lead to higher conversion rates and revenue. Note that Agoda Intelligence rate adjustments are fully transparent and can be disputed if deemed necessary.
Once created, Sponsored Listing campaigns are generally non-refundable or supported for deactivation. However, if there are outstanding circumstances that make it necessary to deactivate your Sponsored Listing campaign, please contact us directly via the YCS Need Help Button or other methods to request for deactivation. Requests will be considered on a case-by-case basis.
If your Sponsored Listing has the option for automatic renewal activated, note that you can cancel the renewal any time before the campaign ends. Navigate to YCS >> Campaigns, then click on the row that shows the Sponsored Listing campaign for which you would like to cancel automatic renewal. Under Advanced options find the option for Automatically renew this campaign when it ends, then click the toggle to turn this option off.
Agoda cannot manage Sponsored Listing campaigns on your behalf. To ensure continued success throughout your campaign, we recommend monitoring the performance through YCS on a regular basis. If there are any issues with your Sponsored Listing campaign, please contact us via the YCS Need Help Button or other methods.
If there is an issue with your Sponsored Listing campaign, please contact us via the YCS Need Help Button or other methods.
All bookings with a check-in date that falls within your Sponsored Listing campaign slot and matches the relevant search criteria will be considered as having been generated by the campaign. For a total number of bookings generated by the campaign, navigate to YCS >> Campaigns, then click on the row that shows the Sponsored Listing campaign for which you would like to view the bookings count. On the performance dashboard, in the third and fourth rows, you will see the total number of Room nights and Bookings attributed to this specific campaign.
Your Sponsored Listing campaign will automatically be named with the search term that you select (city and/or area). When viewing your Sponsored Listing campaigns on the Campaigns page, note that you can determine the specific campaign by the details shown under the campaign name, including the campaign dates and cost per booking (or total cost). At this time, we do not offer the ability to customize campaign names.
No, your payment method cannot be changed after you have created your Sponsored Listing campaign. For related inquiries, please contact us via the YCS Need Help Button or other methods.
Once a Sponsored Listing campaign has been created, it cannot be edited or changed through YCS, regardless of whether the campaign has started yet or not. If you need to make changes to your campaign, please note that the only adjustments that can be made are to the campaign’s check-in dates. To do so, please contact us directly via the YCS Need Help Button or other methods.
Sponsored Listing helps to enhance the effectiveness of your other active promotions by ensuring that customers see the discounts being offered if their search has overlapping criteria.
Growth programs, including Sponsored Listing, are considered as marketing solutions.
Promotions, including Essential, Seasonal, and Targeted, are considered as customer discounts.
Activating promotions that are relevant to your property’s business needs will further complement your participation in Sponsored Listing as your best prices will be presented in accordance with your campaign’s targeting parameters. The increased visibility offered through Sponsored Listing then improves your opportunities for conversion, as a higher percentage of customers book your property.
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