Kayak’s CORE & BOB Programs Kayak Positioning Trivago’s Hotel Website Button Demographics Low CPC vs. Volume Strategies / Budgets Reputation

1. Metasearch
Kayak & Trivago

2. 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

3. CORE or BOB?

4. CORE or BOB?
Ad Score = Core CPC x BOB CPC x CTR

5. Other Kayak Ads

6. Trivago
Hotel Website Button

7. Demographics – Credit www.alexa.com
Kayak

8. Demographics – Credit www.alexa.com
Kayak

9. Demographics – Credit www.alexa.com
Trivago

10. Demographics – Credit www.alexa.com
Trivago

11. Pros and Cons of Assisted Booking
www.bit.ly/webinar2meta

12. Advantages
Advantages
1. Higher Conversion Rates
2. Mobile Optimized
3. Paid as Commission vs. CPC
4. Plug & Play

13. Disadvantages
Disadvantages
1. Giving up control
2. Less Visibility
Managed CPC usually wins
3. Not just owning, but truly
embracing the guest
4. Outsourcing your bookings

14. Metasearch Strategies
Know Your Goals
• Branding
• Volume
• ROAS
• Device

15. Budgeting for Google Metasearch
Links
• www.bit.ly/webinar4meta
$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

16. Know Your Reputation

17. Know Your Reputation

18. Coming Soon
Upcoming Webinars
#4. The Rest of the Story….

19. Q&A
Dean Schmit, Sales Operations Manager
dean.schmit@derbysoft.net