In what order should the information be arranged? – is one of the most common questions about writing expert articles. There are many answers. Unfortunately, none of them will ever be the only right one. Because what we want to say affects how we arrange the content.

For example, the rule of the inverted pyramid (consisting of the fact that we start with the most important information and end with irrelevant details) will work in the news, but it is unlikely to be useful in the scientific text in which the most important conclusions are drawn at the end.

In the “Writing about knowledge” series I stick to the assumption that an expert article resembles a lesson. Therefore, knowledge should not only be clearly laid out, but also easier to remember. If so, it is good to know a rule governing memory that can affect both the structure of a good lesson and a successful expert article.

What effect on remembering takes place in a row

Almost 150 years ago, psychologist Hermann Ebbinghaus began researching memory. He created over 2,000 meaningless syllables (such as RUL or HAL) and created lists of them, consisting of 7-36 elements. Then he memorized each list by heart and wrote down how many times he had to repeat the syllables to flawlessly recreate the whole.

He came to the conclusion that it is easier to remember the items beginning and ending the list than those inside.

For example, if the list contains 9 words, a person will remember on average 70% of the first three words, 40% of the three middle and 60% of the last three words.

But the order of reminding will be the reverse. Now, if someone would give you a list of vocabulary to teach, and then ask you to say or write down the words you recall, you would probably be the first to think of the words at the end of the list. It’s an effect of freshness. Then you recall the words that appeared at the beginning. This is a priority effect.

Why does the place in the row affect the ability to remember? There are many explanations.

We devote more attention to what is at the beginning, and therefore there is a greater chance that we will repeat this information and transfer it to long-term memory. However, the last words for a moment after reading the content remain in short-term memory and can be quickly extracted from there.

Please note that what is at the beginning and at the end is not remembered the same. The difference is in how you remember. The priority effect benefits from the benefits of long-term memory, while the effect of freshness – short-term.

Conclusions for writers?

What will appear at the beginning of the text has a chance to be saved permanently in the memory of the reader, while what at the end may briefly, but strongly, influence him. The effect of freshness appears just after reading the content and does not last long.

It’s good to start the expert text with the most difficult issues and end with an effective punch line or emotional appeal.

How to start with what is most important

Suppose you are writing a text about motivation. To emphasize the main thought, you can start e.g.

Motivation consists of two feelings. First of all: the belief that what you are going to do is useful. Second: faith that you can do the job.

Specialists from the Nielsen Norman Group, an organization that has been dealing with user experience for over 20 years, advise you to start the online text with a summary of the most important information.

Articles on nngroup.com are preceded by a short paragraph, announced by the word highlighted in red. An example summary reads, e.g .:

Users expect the “About Us” page to be transparent, authentic and understandable. They compare its content with the opinions of clients to create a full opinion about the company before proposing business cooperation or applying for a job.

Even if you fail to formulate the lid in this way, you still have the chance to take advantage of the priority effect. Why? Because the most important beginning for the reader is not the beginning.

The authors of one study divided the articles into 5 parts and checked in which of them the focus is on the most. In the case of articles considered later useful, the participants devoted the most attention not to the exact beginning of the text (0-20% of the content), but to the next part (20-40%).

Readers expect to find the most useful content here. To convince the reader to read, it is necessary to get to the point as soon as possible (but not immediately), and not just to tempt and encourage.

The beginning influences which pattern is arranged in the mind of the recipient, and therefore what he will expect. So, if the beginning of the article is not very substantial, the reader will be afraid that the rest will also not meet his expectations.

In the article you are reading now, I devoted the beginning of the text to research because, in my opinion, they are the most difficult part of it, and they are also supposed to convince the reader that the text is reliable.

The priority effect applies not only to the beginning of the entire text, but also to specific paragraphs or sentences.

In one study, each of the two groups received one sentence about Steve’s traits. The features were the same in both cases, but in a different order. How would you rate Steve if you found out he was “smart, urgent, critical, impulsive and jealous,” and how would you know that he was “jealous, impulsive, critical, urgent and smart”?

Does he seem more sympathetic after reading the first sentence, and more antipathetic after reading the second? Although the results of this study are more complex, one of the experiments proves the existence of a priority effect, resulting from the place of the word in the sentence.

How to manage the rest of the text

We’ve established that we start with what is most important and the most difficult. And what about the part that most often escapes memory, i.e. the middle of the text?

After what is important and difficult, go to what is simple and less new (in this article this is the part you are reading now). Then a cutscene may appear, e.g. a movie, an image.

Remember to always place captions under the pictures in the expert text. Many studies confirm that we read them several times more often than the main text. In addition, which is unique in online reading, we read them carefully, and some even start reading from the signatures.

As you approach the end of the article, you can take advantage of the freshness effect and move on to more difficult information (in this article it is a part about interlacing). It is best to close the expert text with a summary. I ended the article with bullets, but if you want to suggest something more original to the reader, you can, for example, draw a mind map.

Of course, you will not always be able to arrange the information in this way. Anyway, the division into easy and difficult is a subjective matter. An easy-to-follow passage does not have to be such in the reader’s eyes.

Fortunately, you don’t always have to act in line with the row effect. You can also … work around it. To do this, you need to know its limitations.

When the effect of a place in a row loses meaning

The priority effect is less pronounced when the individual elements are presented to the reader quickly. So it may not occur when you scan quickly. We also feel it less when the text is long.

Limited effect also has a freshness effect. If something distracts the reader’s attention right after reading it, this effect may not appear at all.

Unfortunately, the priority effect also makes it difficult to remember later messages. This is because we reject information that is not consistent with the information presented previously.

In other words, if the recipient accepts the first message, he will reject the next ones that contradict him. He finds it unreliable. So if you want to present different points of view, announce it early enough. So I did in this article:

There are many answers. Unfortunately, none of them will ever be the only right one. Because what we want to say affects how we arrange the content.

Above all, however, the effect of place in a row occurs most often when information is not varied. So, to get around it, you need to take care of diversity.

Why interleaving helps to understand

The creators of one study wanted to find out whether interlacing can affect the ability to better recognize the artist’s style. Study participants viewed the paintings of 12 more and less known artists. Half of the students watched the works gathered in blocks, i.e. for example 6 Braque landscapes, 6 Cross and so on.

The other half watched mixed landscapes, so one image of Braque, then one of Cross and others. Then, the subjects were to see other landscapes of the same artists and subordinate them to their names.

The results of the study were surprising. Well, the group that studied mixed works came out a lot better. How is this possible?

“Interleaving examples, skills or concepts helps us, it seems, not only to see the differences between them, but also to better capture each thing individually.” – Benedict Carey.

According to Carey, interlacing, thanks to the element of surprise, prepares the brain for the unknown. It is an adventure. The moment we see something unrelated to the rest, our brain begins to work harder to answer the question Where did it come from?

There is another reason why those who saw mixed images passed the test with a better result. Well, the test questions are usually mixed up. So if we recognize different types of tasks while learning, it will be easier for us to match the solution to them when they appear during the knowledge test. Interlacing teaches you to choose from various problems.

The meaning of interlacing is easier to refer to, let’s assume mathematics, but can this be the way to learn history? Of course! Instead of an outline of the city’s history, you can offer the reader a collection of secrets associated with it.

Let’s say you run a Facebook page dedicated to the history of French cinema. Your subsequent entries do not have to relate to chronologically arranged events. What’s more, you can mix trivia about actors with fragments of reviews or film riddles. The more content types you mix, the better.

Perhaps one of the reasons for the popularity of Facebook pages is precisely that they actually force the author to such interlacing.

How to use interleaving in an article

However, if you want to use the benefits of interlacing in the article, you must first of all provide diversity to the reader. Just like Neil Patel does. His article on how to optimize the link description could consist of text only.

And Patel is different. About once every 400 characters, an image appears in the article. The graphics are varied. These are diagrams, diagrams, charts, screenshots, fragments of infographics. In almost each of these paintings we see a trace of the author’s interference, and thus arrows and explanations.

To make the content even more attractive, you can go a step further and prepare a visual note.

If you place the movie more or less in the middle of the text, it will act as an interlude.

And if you do not plan to include images or movies in the text, because they simply do not match your content? Then you can interweave not so much types of content (e.g. text, image, film) as types of statements (e.g. story, commentary, example).

However, in order for this diversity not to overwhelm the reader, you need to prepare something for him …

Prepare a cream cake

A strange headline, right? But because it stands out, you will probably remember it better than the others. I do not mean dessert, but the most effective way of reading on the internet.

Well, internet readers have long discovered that scanning can be as beneficial as reading, although it costs less time and effort.

And it is not at all cynical, as it may seem. Well, reading on the internet usually serves to perform a task. One reads carefully online, not so much because of laziness but because of the need for efficiency. Recipients want to complete the task quickly and efficiently.

The internet reader is very busy. He wants to get an exhaustive answer and knows that he probably won’t find it in one place, so he opens several pages at once. Yours is one of them. The challenge for you is to facilitate this search.

And what does this have to do with the cream cake?

Well, the most effective way to read from the screen is not at all like the notorious letter F, but a cream cake. The headings are layers of cream, and the text between them – a cake.

The reader’s eye focuses on the title and subheadings. Sometimes the eyes glide over the text below, until you can locate the content you are looking for. From this moment the recipient reads carefully.

Yes, there is also careful reading on the internet. Recipients read carefully when they believe they are in the best place to get information.

To enable the reader to read in the style of cream cakes, you should write concise and encouraging headlines. They cannot announce too much or too little. The headlines should also stand out graphically to increase the functionality of the site.

Summary

– What is at the beginning of the text has a chance to be saved permanently in the memory of the reader.
– What is at the end may briefly, but have a stronger impact on it.
– The most important beginning of the text is not the very beginning, but the content within the first 20-40%.
– From the most difficult it is good to go to what is simple and less new, then serve the reader a break, then take up more difficult issues and end with a summary.
– To bypass the effect of space in a row, take care of diversity and use the interlacing principle.
– You will make it easier for the reader to complete the task if you enable him to read the cream-style cake.

In the past, direct interpersonal relationships have been a standard way of getting business contacts. Admittedly, there were occasions to establish cooperation by phone, although the human factor still played a significant role. The situation has changed significantly as a result of dynamic technological development.

It can be said that the expectations of contractors have turned 180 degrees. At present, business customers require more from interaction with sales representatives in the early stages of negotiations. They require in-depth attention known to them from other purchasing processes. And rightly so!

Mobile technologies are selling better

Google joined forces with The Boston Consulting Group to see how much impact the mobile market has on the realities of the B2B sector. Interactions carried out by mobile devices turned out to generate on average over 40% of revenues in leading organizations. Interestingly, the rule described applies more to enterprises that focus more on trade than marketing activities.

Mobile drivers, or influences, an average of over 40% of revenue in leading B2B organizations.

Who are the users of mobile devices?

Consumers are now comparing your options to the best digital experience they’ve ever experienced. Thus, mobile devices also play an important role in the B2B sector. According to statistics, as much as 50% of business queries come from smartphones and tablets. The Boston Consulting Group predicts that by 2020 the scale of this phenomenon will be 70%. However, it should be remembered that these data come from the US market.

However, business customers use technology at every step. They use mobile technologies to work, and also perform many tasks simultaneously using several screens. Employees are no longer attached to the desk. Instead, they are increasingly working from home. In addition, mobile technologies enable them to remain productive during business trips.

How to improve cooperation with business clients?

Customers from the B2B sector are also devoting more and more time to the use of mobile technology. Currently, research shows that they spend two hours in front of the display. Statistics in this matter are significantly overstated by younger generations of recipients. Forecasts show that by 2020 consumers will use smartphones and tablets for an average of three hours a day.

50% of B2B search queries today are made on smartphones. BCG expects that figure to grow to 70% by 2020.

Increased usage is not just empty statistics. This state of affairs directly translates into business results. BCG revealed that mobile technologies speed up purchasing time, which naturally increases revenues and reduces investment costs. The smartphone can reduce the purchase time by 20%. This state of affairs greatly facilitates decision making and facilitates team collaboration.

The skilful use of mobile technologies increases the level of engagement, which takes the form of search queries, increased website traffic, acquisition of potential customers and conducting transactions. The mobile market is also characterized by a higher customer loyalty rate. Along with positive experiences, loyalty and frequency of repeated purchases increase.

Benefiting from the use of smartphones and tablets requires an appropriate attitude. First of all, mobile technologies should become the basis of business strategy. It is also worth presenting the content in vertical orientation. Thanks to this they look much better on displays. In addition, you must combine your own data with information collected from recipients. The combination of these three factors will increase the effectiveness of operations.

If you want to develop your content marketing strategy in a company, from scratch, starting from the blog, publishing content based on SEO or also establishing a company profile on social media, including on Facebook, Instagram, Linkedin or YouTube.

Why is it worth having a content marketing strategy?

Content specialists will surely give you many reasons. However, if no one has ever tried to convince you to create a content marketing strategy for your company – here we are!

Having a clear content marketing strategy is much easier to present and explain the activities of the marketing team to other teams in the company that often do not understand or see the benefits of strictly content activities. A clear strategy gives them the opportunity to engage in various initiatives and facilitates communication between departments, e.g. sales and marketing. If you still think that not everyone in the company may be interested in what will be published on the company’s blog or Facebook, I present an example:

A. Your company sometimes publishes something on a blog, usually when the copywriter had a moment off. The person commissioned to take care of the fanpage uploads a maximum of two posts per week on Facebook – but these do not collect much likes (and no one even dreams about comments). Your company on both Google and Facebook has a maximum of 5 reviews – three written by friends of employees and two negative (of course, no one answered) – does this remind you of something? This is a very common example of a company that does not manage its content activities and does not have any pre-determined content marketing strategy. This can be changed very simply. How several guidelines will improve communication that will positively affect the content delivered to your company’s recipients? – about this in example B.

B. With the help of the Content Marketing guide, step by step, or using other sources and your own experience, you create a content marketing strategy – you specify a group of recipients, audit existing activities and check what should be improved, and what went well, you dedicate specific people who will posted on social media and on the blog, you set the publication schedule and distribution method. Finally, this strategy is also presented to other departments, which will most likely add some of their comments and inspiration.

Effect?

People dealing with publications have in store ideas for content (in addition in various formats), what’s more, the sales department eagerly uses published content and uses the more interesting fragments, e.g. sharing them with potential customers who may be interested in given issues. The analytics department sends some nice data from which you can then create an interesting infographic or blog entry. Both the website and fanpages notice more traffic, and customers encouraged by the sales department write some positive reviews. It doesn’t stop there, of course.

Of course, the presented scenario only looks simple. To create a content marketing strategy, and then to enforce it and improve the published content over time, you need to work a bit. Nevertheless, you can start with small steps.

Benefits of having Content Marketing strategies in a company

We marketers are well aware of the benefits of our activities. We know perfectly well that thanks to our publications traffic on the site increases, and this translates into an increase in requests for an offer or an increase in purchases. We also see that the original texts on the site and communication tailored to recipients in social media brings an ever wider group of readers and gathers more and more active fans who read eagerly browse company profiles. It’s logical for us! However, for people who do not deal with marketing on a daily basis, our work often seems incomprehensible, and its benefits are often questioned and undermined. That is why we decided to convince the doubters, including this entry.

Here are the benefits for which you should have a content marketing strategy:

– building the company’s image and recognition (in a relatively cheap way),
– strengthening the position of the website in Google – by providing more content, well optimized for SEO,
– complementing other marketing and sales activities,
– positive impact on relationships with customers: brand fans, brand followers and potential customers,
– strengthening the company’s position as a leader among competitors (maybe your competition is still conducting its activities as in example A),
– as a result of these actions: increasing sales.

And a lot more! You can convince yourself of them only if you finally start acting!

Content Marketing – discussed forms of publication

Let’s start with the fact that content can take many forms. So we are not only doomed to simple blog entries, although these never go out of style. Definitely, in 2020 you need to be tempted to diversity and provide information to recipients in various forms, such as:

– blog entries,
– interviews,
– checklists,
– short entries, e.g. in social media,
– guides
– ebooks
– presentations,
– graphics,
– infographics,
– pictures,
– collages,
– Memes,
– short video formats,
– longer video formats,
– live video,
– webinars,
– podcasts,
– case studies,
– reports,
– sheets,
– reviews,
– diagrams,
– games and quizzes,
– competitions,
– UGC – that is all forms related to your product or service that your recipient / customer creates.
– and others that creativity will allow.

Since there are so many options, how to decide which channels and formats will be the most suitable for a given business and target group? Calm head, we are already answering!

Content Marketing activities

There is nothing to hide, this post is also a content marketing activity. We want to give knowledge, but also create a community of marketers around us. Maybe today they do not need our support, but maybe in six months they will go to a new company, they will be faced with new challenges and then they will remember us.

At Paraphrase Online, we’ve focused on several transmission axes, the key to providing industry knowledge.

We create customer guides, blogs and educational entries, we share infographics, we are transparent as a company. Of course, each form also has preferred channels. For example, about transparency, payroll and results are best shared on Linkedin, where the business environment involved is particularly interested in such data. Infographics are great sellers on social media (including on Facebook), and e.g. blog provides us traffic straight from the search engine.

You can use our knowledge and experience, their cumulative dose has been made available on our blog.

The rendering process

The rendering process can be reduced to a situation where the Google bot performs several key steps for the final perception of the website. The first is to download the page, the next – to run the code. Then – on its basis – makes its own analysis of the page layout and the entire structure of the site. The set of information downloaded for a specific assessment is collected by this – usually not perceptible moment – which accompanies rendering of the page. As a result, qualitative content, effective link building or meticulously guarded Google Search Console become secondary factors if website rendering generates errors, delays, departures from the norms adopted by magicians from Alphabet Inc.

It can be assumed – from a technical point of view – that every website is two HTML faces: before rendering and after rendering the resources. The first is a set of basic information generated – from content through images to JS and CSS codes. The second face is the same basic code, but enriched with the changes that HTML has caused. And in this narrow space between the two modes lies one of the paths to SEO effectiveness. How the initially assumed commands are implemented in the user’s browser is one of the foundations of proper operation.

How does it look in practice? Launching a website in a browser causes the server to send specific data to a computer or other device. Data collected in HTML format – as well as, for example, XML – are analyzed by the system in terms of obtaining the planned graphic effect. What is presented on the user’s screen is the rendering effect – regardless of its type. And the types of technology provide a lot: from continuous to progressive.

Why is rendering so important?

The reason is simple, prosaic and ruthless: a site that cannot be rendered is not indexed by Google. Does not exist. It’s somewhere in cyberspace, but without much significance and no chance to show itself to the world. Indexation is rendering, rendering is indexation – in this case Google leaves no wicket and mitigating circumstances.

That is why it is so important to check both the home page and other internal websites for, e.g., whether the website contains resources that are blocked or otherwise not made available for Google bots. These are both CSS and JS files or images.

How to render a website effectively?

Google has its own rules, bots are walking their own paths, and all this is hidden in a thicket of code to which ordinary mortals outside Silicon Valley have at most limited access. How can you then verify that the website meets the requirements of a search engine ruthless in this context?

The basic option for a long time was a test for mobile devices. Contrary to what it seems, it does not have to be used only for smartphones or tablets. Checking how the Google bot downloads and renders a mobile page also gives an answer to its rendering quality. In a situation where the website is responsive, problems – and a bad result – mobile rendering also means incorrect adaptation to computers.

In mid-2019, Google announced that the bot would regularly update the rendering engine – Chrome 41 and its function of detecting functions, filling and log errors became the determinant. Blocked resources cannot be seen – after all, the browser will render them anyway – but this path can still be considered as particularly valuable.

It does not require much commitment: just download and install Chrome 41. Before, it is worth uninstalling the other – newer – versions temporarily and backing up bookmarks and files. Having Chrome 41 already, it is enough to enter any URL, and then – in a typical way – examine the page after pressing the right mouse button. This way, developer tools will be open. In the console tab you can see the errors found – just copy the data to programmers to start the process of repairing the shortcomings.

Complicated? The alternative – how trivial! – there is a rendering plugin. View Rendered Source is an excellent solution that captivates with its simplicity of operation.

Plugin link: https://chrome.google.com/webstore/detail/view-rendered-source/ejgngohbdedoabanmclafpkoogegdpob

As an extension added to Chrome, it shows how the browser has built – and therefore rendered – the original HTML for the DOM, including all Javascript modifications. So if a programmer uses the JS framework – Angular, React JS, Vue.js – it lets you understand how search engines see the page. It cannot be presented clearly: the differences between the “raw” and the rendered version are marked with an illuminated line.

Why is it worth verifying the website’s appearance?

– for Mobile First Index
– due to blocked resources that may make ranking difficult
– verification of the size of photos that may obscure the text
– a simple test whether the firewall is working properly
– crawl budget analysis
– Google Search Console doesn’t show everything (unfortunately)

Travel agency advertisement

Due to the very intensive development of tourism, there are more and more travel agencies competing for vacationers. Tourist companies are competing in both the number and quality of travel offers, and at the same time are looking for new opportunities to reach potential customers. Available tours not only present in the form of printouts stuck to the office windows or cavernous catalogs full of beautiful pictures of hotels, palm trees and laughing tourists, but – just like other service providers – they are promoted to the internet. On the Internet, they can reach a huge number of potential customers who are actively looking for available options, loosely browse travel-related websites, or some time ago have already visited the website of a given office and browsed some specific destinations on it.

The possibilities of advertising a travel agency on the web are many, and in this post I will show you how you can do it with Google Ads – using 3 basic types of campaigns in this case.

Google Ads is the most popular advertising system that allows the promotion of products and services on the web using text, product, graphic and video ads. As part of Google Ads, various types of ads are displayed in Google search results, on the Display Network, on YouTube, in Gmail, and in mobile applications.

Thanks to the wide possibilities offered by Google Ads, promotion of a travel agency on the Internet is a very effective move, because with ads you can reach a huge number of Internet users regardless of whether they are already at the search stage or will plan them only after some time.

So how do you choose the right type of promotion and prepare effective online travel agency advertising?

As always, the best answer to this question is: “It depends.” Well, everything will depend, among others on the budget, campaign coverage and marketing goal. With all Google Ads assets available, the following types of ads can be used:

Text ads on the Search Network:

Text ads are displayed in response to keywords entered in the search engine. In this way, a travel agency can advertise its offer based on:

– chosen destination, e.g. vacation in Greece, vacation in Japan, trip to Brazil,
– type of vacation, e.g. Italy all-inclusive vacation, Spain vacation by plane,
– vacation / purchase time, e.g. Portugal last minute, Philippines summer 2020,
– preferred activity / facilities, e.g. Dubai vacation hotel with pool,
– specific travel agency

There are many options for choosing keywords. It all depends on the preferences, offer and budget of the advertiser. When using text ads, it should be remembered that both the keywords and the content of the ads should always be up-to-date – you should avoid displaying outdated offers at all costs, e.g. already started stays or seasonal options that have expired.

Due to the fact that ads on the search network are displayed to people who are actively looking for specific options, it is necessary to present in their content the most important advantages of the offer. In the case of offices with a wide range of trips, this may require a lot of work and very frequent content updates, and regular keyword substitution, but it is worth ensuring the highest quality of the campaign, as any and general slogans may not bring the expected effect.

Display ads on the Display Network:

Image ads are displayed to Internet users who spend their time outside the search engine, i.e. browse other websites. Thanks to the wide possibilities of targeting banner ads, travel agencies have the opportunity to present their offer not only to those who search for specific search terms, but also to Internet users who visit, for example, holiday and travel websites (associated in the Google advertising network). In this way, beautiful and encouraging banners to visit a given destination can be targeted, among others to people:

– of a certain gender and age group, e.g. women aged 35-54, if it turns out that they most often use SPA holiday offers,
– which browse specific sites where they are looking for promotions on flights and hotels,
– who visit sites related to tourism in the broad sense, e.g. accommodation, diving, amusement parks and even car rental,
– of which (thanks to their online behavior) it is known that they are interested in travel, e.g. they like traveling with family or are beach lovers, etc.

As part of the advertising network, you can also use remarketing. Remarketing is an option that allows displaying image ads to those who have already visited the advertiser’s website some time ago and viewed the holiday offer, e.g. for the previous year.

As far as technically possible, remarketing also allows you to return with advertising to people who have already used the offer of a travel agency, e.g. made online reservations, as well as to those who started this process but did not finalize it. Properly prepared banners, especially those offering a small discount or other convenience, can effectively encourage Internet users to re-purchase or finalize it.

Advertising banners, just like in the case of text ads, should be regularly updated and ensure that the prices / dates / destinations presented on them are always up to date.

YouTube video ads:

More and more Internet users are looking not only for textual opinions about places they go to and travel agencies they use, but as part of research, they are just using YouTube and videos placed in its depths. The video has it in itself that it reveals slightly more details than a photo that has probably been properly processed. What’s more, recently popular vloggers and other travelers are happy to share tips on places worth visiting, present the best pubs in a given location, or advise you on what to take with you wherever you go.

That is why travel agencies are increasingly appearing on YouTube.

They run their own channels there, on which they regularly insert new, juicy advertising spots and use the most popular ad formats available there, namely:

– True View in Stream – short advertising films displayed before, during or after the movies watched by Internet users. Clicking on such a spot allows you to go to the advertiser’s channel or website to obtain detailed information about the offer,
– True View Discovery – advertising banners displayed above the suggestions of subsequent videos or in Youtube search results. Clicking on such a banner allows you to display an advertising movie.

Video ads on YouTube are displayed to Internet users in almost the same way as banners are targeted on the Display Network – based on demographic data, audience interests, topic of films or URLs of specific channels or videos. They usually complement the search engine campaign or the one from the Display Network. They are great as remarketing ads, so that people who were already behind the office’s website, encourage them to book their vacation not only with the content of the advertisement, but also a real example of what a vacation might look like in a given place.

Travel agency advertisement – summary

Of course, the three types of campaigns described above are not the only way to promote a travel agency on the Internet – there are plenty of options, and Facebook ads are suitable for separate entries in this context.