your hotel on google metasearch
TRANSCRIPT
MetasearchGoogle
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Your Hotel On Google
• Adwords vs. Hotel Ads• The Many Faces of Google Meta• Strategies• BoG• Budgeting
Google Adwords or Google Hotel Ads?
Google Adwords or Google Hotel Ads?
PPC Adwords
Organic Search Results
Google Adwords or Google Hotel Ads?
Google Hotel Ad (HA) (Whole Thing)
HA Point of Sale (POS)
Google Adwords or Google Hotel Ads?
The Many Faces of Google
Local Universal• Branded Search Terms• People Already
Looking For You
The Many Faces of Google
Maps• 3-Pack• Ratings• Reviews• “Popularity”• Price
The Many Faces of Google
Maps• Area Search Terms• New Customers
The Many Faces of Google
Places (aka Google My Business Page, aka Google Plus Page)• Low Volume• Content Lives Here
and impacts the other channels
Google Metasearch Strategies
Know Your Goals• Branding• Volume• SOV• ROAS• Device• DOW• Booking Window
Book On Google (BOG)
BOG Commercial Models
Google Business Models
CPC Commission (CPA)
Google Booking Models
Brand Book on Google (BoG)
CPC Commission
Brand BoG
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
Budgeting for Google Metasearch
Links• www.bit.ly/webinar4meta
%1% x $30 ADR x 2nts = $0.60 1% x $400 ADR x 5nts = $20.00www.bit.ly/metarevcalc
Know Your Reputation
Coming Soon
Upcoming Webinars
#3. Kayak / Trivago
