Prospecting allows you to reach users who haven’t visited your site or aren’t actively considering your brand. By placing ads for your brand in front of in-market consumers while they shop, the goal of prospecting is to create brand awareness and consideration. Prospecting is normally used higher up in the search funnel, where people are in the planning and research stage. For example, someone searches for a hotel in New York, where your property is located. They use a search engine, a metasearch site, an Online Travel Agency (or OTA) and a few competitor sites directly. This user is ideal for a prospecting strategy because they’ve shown interest in properties like yours and you know they’re looking to buy. Using their own intent signals, prospecting allows you to reach them with an ad for your property, keeping your name top of mind when they’re ready to book. Get the full story at Sojern