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Vacation Rental Marketing Tips: Paid vs Earned Media

Vacation Rental Marketing

Vacation Rental Marketing Starts with Being Found

According to Nielsen, 92 percent of consumers trust word-of-mouth recommendations, or earned media, over all other forms of advertising.  

What does this mean for your vacation rental marketing efforts? 

Paid and Earned Media in Vacation Rental Marketing

Vacation rental marketing done well includes three types of media:

  1. Owned media
  2. Paid media
  3. Earned media

Owned media is the content you actually create and own, such as your website blog and social media posts you generate. This is easily the most recognizable type of marketing media. But what about paid and earned media?

To employ both paid and earned media as part of your marketing strategy, you must first understand how the two are related.

Earned media is basically “word-of-mouth” advertising that happens on the web via things like social media shares, likes, mentions, and recommendations. To obtain earned media of this sort, it is best to employ good vacation rental SEO practices, which drive organic traffic to your website, where visitors should find relevant, engaging owned content that prompts them to share or like your content via social media.

Paid media such as PPC (pay per click) campaigns also drive traffic to your website and provide brand exposure for your vacation rental property management company. Paid media, then, can lead to earned media, if managed correctly. Forrester notes:

“Earned media is often the result of well-executed and well-coordinated owned and paid media.”

Since both paid and earned media send visitors to your vacation rental website, you should give attention to how to use both to your advantage.

Read More about Vacation Rental SEO and Pay per Click:

Using Paid Media for Vacation Rental Marketing


When embarking on a PPC campaign, there are some tips that will help you stay on track to achieve stellar results. The first step is to know your goal. VRMA’s “5 Tips for Better Pay-per-Click Campaigns” notes:

“When it comes to running a PPC campaign, it’s important to fully understand the goal you are trying to accomplish. Clearly define what you are trying to do (conversions) so you can make the best plan when you go forward with your campaign.”

The same holds true for all your social media marketing efforts. Each piece of content you create should have a clearly defined purpose and prompt a clearly defined action from your viewers. If you do not know which keywords to use for SEO and PPC purposes, take a page from your competition’s playbook. VRMB’s “5 Ways to Leverage Competitive Intelligence for Fun and Profit” recommends doing a little spying on your competitors with a tool such as SpyFu, which will provide you with a database of keywords. What then?

By seeing which keywords are driving traffic to competitor sites, you can choose which keywords to use to drive traffic to your own site.

Find the appropriate platform for your paid campaigns

Popular platforms include: Google AdWords, Facebook, Instagram, YouTube, Twitter, and Pinterest. Remember that the purpose of paid media is to drive traffic to your website. Therefore, your ads should be placed on the right platforms at the right time. Furthermore, they should contain engaging information that will naturally lead traffic to your site. Social media marketing produces earned media when your content is engaging and relevant.

Of course, all the PPC campaigns and earned media in the world will not help if your vacation rental website is not up to par when traffic arrives.

Kigo’s Vacation Rental Websites are Conversion Machines

This is where Kigo’s website design options come in. Kigo profession vacation rental websites:

  • Inform guests
  • Drive bookings
  • Integrate seamlessly with your Kigo account
  • Are mobile responsive

Read More about Vacation Rental Websites:

Ready to Get More Bookings with Better Vacation Rental Marketing?

Let us show you how easy it is to anchor your vacation rental marketing with your website when you schedule a no-obligation sneak peek at the latest features in Kigo. Request a demo today!