. Roles of Rate Parity, Seen and Unseen Impact on Consumer Perception Impact on Positioning Impact on CPC Impact on ROAS

1. Metasearch
Impact of Rate Parity
On Metasearch

2. Previews
Metasearch Webinar Series
1. What it is, What it Does, Why it Matters
2. Pros and Cons of Assisted Booking
3. The Roles of Rate Parity – Seen and Unseen
4. Budgeting for Metasearch

3. Previews
Today’s Webinar
3. Roles of Rate Parity, Seen and Unseen
• Impact on Consumer Perception
• Impact on Positioning
• Impact on CPC
• Impact on ROAS

4. This Just In….!
Credit Fortune.com – “Travelers are Embracing
Human Travel Agents Again” published July 27, 2016.
See http://fortune.com/2016/07/27/travel-agents/

5. Expedia‘s Thoughts on Loyalty Rates

6. 3 Key Components of Successful Metasearch Campaign
1.Rate Parity
2.Conversion
3.Low CPCs

7. From A Consumer’s Point of View….

8. How Rate Parity Impacts Position

9. How Rate Parity Impacts CPC

10. Google Price Buckets
If your room rate is one of the
cheapest you will be added
into the Bucket “0”. Once you
are in that bucket the bid will
determine the position of
your ad. If you have the
highest bid among the other
partners showing a similar
rate, then your ad will show
above them.

11. Not Always the Rule
Recent trends show Google is
allowing some OTAs (namely
Booking.com) to buy their
way to top positions. These
have a very high cpc cost and
are not sustainable, but seem
to be the OTA counter-
measure to recent Book
Direct initiatives.

12. How This Affects ROAS
1.Rate Parity
2.Conversion
3.Low CPCs
Better Positioning = More Visibility = More Traffic
Consumer Confidence = Higher Conversion Rates

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

14. Coming Soon
Upcoming Webinars
#4. Budgeting for Metasearch