kayak and trivago metasearch
TRANSCRIPT
MetasearchKayak & Trivago
Previews
Your Hotel On Kayak & Trivago
• Kayak’s CORE & BOB Programs• Kayak Positioning• Trivago’s Hotel Website Button• Demographics• Low CPC vs. Volume• Strategies / Budgets• Reputation
CORE or BOB?
CORE or BOB?
Ad Score = Core CPC x BOB CPC x CTR
Other Kayak Ads
Trivago
Hotel Website Button
Advantages
Advantages1. Higher Conversion Rates2. Mobile Optimized3. Paid as Commission vs. CPC4. Plug & Play
Disadvantages
Disadvantages1. Giving up control2. Less Visibility
Managed CPC usually wins3. Not just owning, but truly
embracing the guest4. Outsourcing your bookings
Metasearch Strategies
Know Your Goals• Branding• Volume• ROAS• Device
Budgeting for Google Metasearch
Links• www.bit.ly/webinar4meta
LOW CPC
$220/nt x 2nts = $440 Revenue $1.60 cpc @ 5% conversion rate = 20 clicks ($32, or 7.3%)
$0.85 cpc @ 2% conversion rate = 50 clicks ($42.50 or 9.7%)www.bit.ly/metarevcalc
Know Your Reputation
Know Your Reputation
Coming Soon
Upcoming Webinars
#4. The Rest of the Story….
