Full, extended edition of metasearch seminar from Direct Booking Summit in Washington, D.C. Includes deleted scenes!

1. Metasearch
Direct Booking Summit

2. Topics for Today
• Keys for Successful Metasearch Campaign
• Budgeting for Metasearch
• Reputation Matters
• What Lies Ahead
• Q&A

3. What is MetaSearch and Why Do I Care?

4. Google – Local Universal
Branded Search Term
PPC Ads
Organic SEO
Google Hotel Ad

5. Google Maps
Local Universal 3-Pack Expanded Maps

6. Google Maps
Google Maps - Point
Of Sale (POS)

7. TripAdvisor
Reviews, ratings,
popularity rankings,
business listings, and
more…..
Do not forget the POS
buttons!

8. And Many More…..

9. What does it take?
1.Connectivity
2.Cache
3.Control

10. Beauty is in the Eye of the Beholder!

11. What’s Your Motivation?
More Than Bookings
Why else is metasearch important?
1. Branding
2. Volume
3. Owning the guest
4. Cost of Sale

12. A Little Math….COS
$3/click @ 10% conversion = 10 clicks per booking (x $3 cpc) = $30
$30/nt ADR x 1nt stay = 100% Cost of Sale (COS)
$500/nt ADR x 2nt stay ($1,000) = 3% COS

13. Keys to Successful Metasearch Campaign
1. Rate Parity

14. Rate Parity and what it can do for you
1. Perception of Value
2. Better Positioning
3. Lower CPC
4. Better Conversion

15. From A Consumer’s Point of View….

16. How Rate Parity Impacts Position

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

18. Keys to Successful Metasearch Campaign
1. Rate Parity
2. Low CPCs

19. That Math Thing….
$3/click @ 10% conversion = 10 clicks per booking (x $3 cpc) = $30
$30/nt ADR x 1nt stay = 100% Cost of Sale (COS)
$500/nt ADR x 2nt stay ($1,000) = 3% COS
$1.50/click @ 10% conversion = $15
$0.75/click @ 10% conversion = $7.50

20. Understanding Channel CPCs - Google
Bid base is set as % of search results.
1% x $500/nt x 2nts ($1,000) = $10 cpc
1% x $30/nt x 2nts ($60) = $0.60 cpc
1% x $50/nt x 10nts ($500) = $5 cpc
Each of these examples will have
different demographics and conversion
rates.
Jan – July 2016 Avg U.S. cpc = $4.16

21. Understanding Channel CPCs - Google
Local Universal
Branded Search Terms
People Already Looking
Market Shift

22. Understanding Channel CPCs - Google
Maps
General Search Terms
Not Predisposed
More New Business
Higher CPCs

23. Understanding Channel CPCs - TripAdvisor
Bid base is a fixed cpc
$2.25* cpc x 10 clicks = $22.50 Cost
$22.50 cost / $1,000 revenue = 2.2% COS
$22.50 cost / $100 revenue = 22.5% COS
Each of these examples will have different
demographics and conversion rates.
*$2.25 is US Avg cpc Jan – July 2016

24. Understanding Channel CPCs - TripAdvisor

25. Understanding Channel CPCs - TripAdvisor
#1 44%
#2 24%
#3 16%
#4 7%
#5 4%
#6+ 5%

26. Understanding Channel CPCs - Kayak
Hybrid Channel – CORE & BOB
$1.60 cpc x 10 clicks = $16.00 Cost
$16.00 cost / $1,000 revenue = 1.6% COS
$16.00 cost / $100 revenue = 16% COS
Each of these examples will have different
demographics and conversion rates.
$1.63 is US Avg cpc Jan – July 2016

27. Understanding Channel CPCs - Kayak
Large number of click options = low CTR
Requires a lot of impressions to get traffic

28. Understanding Channel CPCs - Trivago
Gaining Traffic Volume!
$0.93* cpc x 10 clicks = $9.30 Cost
$9.30 cost / $1,000 revenue = 0.9% COS
$9.30 cost / $100 revenue = 9.3% COS
Each of these examples will have different
demographics and conversion rates.
*$0.93 is US Avg cpc Jan – July 2016

29. Understanding Channel CPCs - Trivago
Gaining Traffic Volume!
Featuring “Hotel Website”

30. Understanding Channel CPCs - comparison
1. Google - $4.16
2. TripAdvisor - $2.25
3. Kayak - $1.63
4. Trivago - $0.93

31. Keys to Successful Metasearch Campaign
1. Rate Parity
2. Low CPCs
3. Conversion

32. Optimized for Meta

33. Not Optimized for Meta
Hotel

34. Click-Click-Book (Assisted Booking)

35. What Is Assisted Booking?

36. Keys to Successful Metasearch Campaign
1. Rate Parity
2. Low CPCs
3. Conversion
4. Goals

37. What’s Your Motivation?
More Than Bookings
Why else is metasearch important?
1. Branding
2. Volume
3. Owning the guest
4. Cost of Sale / ROAS
5. Diversified Portfolio
1. Cross-Channel Optimization

38. So, What Should I Budget for Metasearch?
You Shouldn’t!

39. What???

40. The Budget Volleyball

41. How to Resolve?
CPA (aka Commission) Models
Google, TripAdvisor (see Pros & Cons of Assisted Booking webinar
at www.bit.ly/webinar2meta )
Advantage = Safe, No Budget Line Item Required
Disadvantage = No Control, Must Install Pixel
CPC Models
Advantage = Control Own Objectives, Fewer Pixels Required
Disadvantage = Requires Funding, Results May Vary

42. I Get it, But I Still Need a Budget
Things to Identify
1. What Are My Goals?
2. How Does This Compare With Other Campaigns?
3. What Is My COS?
4. How Is My Rate Parity?
5. What Is My Conversion Rate?
6. What Are My CPCs?

43. What If I Don’t Have This Data?
1. CPA (commission) models
could help gather some data
with minimal risk
2. Seek out comparisons with
similar hotels & markets
3. Test the waters

44. Back To Those Goals…
Scenario #1 – The Perfect Story
I want top placement on all major channels, I have excellent rate parity,
conversion rates are around 7.5%, cpc’s are low, my COS is around 9%, and
this performs better than my paid search ads.
Solution – Bigger is Better! Need to cover as many channels as possible to
generate volume. More clicks will of course mean more budget required,
however would suggest pulling some from paid search to compensate.

45. Back To Those Goals…
Scenario #2 – The Reality Show
I want as much exposure as I can get but have to keep within a monthly
budget, regardless of performance. I don’t have a lot of historical data, but I
need my COS to be under 12%
Solution – Control Is The Key! Need to start generating traffic to analyze
historic data. Keep a broad selection of channels in play so as to diversify
portfolio. Make campaign adjustments between channels based on these
results. Research and understand the cpc’s associated with each channel
and apply a cross-channel optimization strategy. Consult with agency
handling your paid search campaigns and use this as a reference point for
budgets.

46. Back To Those Goals…
Scenario #3 – The Safety Dance
I want to play, but I can’t fit it into my budget this year and honestly have no
idea what to expect in terms of performance.
Solution – Seek Out Commission Models. Google and TripAdvisor are good
examples of these, and can help you dip your toe in the water. Use this data
to help guide future plans.

47. Just Give Me A Number (?)
www.bit.ly/metarevcalc
Ok, fine – let’s science the
“bleep” out of this….

48. Know Your Reputation

49. Know Your Reputation

50. What Happens Next?

51. Retargeting vs. Programmatic – What’s the Difference

52. Retargeting = Reactive

53. Programmatic = Proactive

54. Standard
Targeting
Demographics

58. Real Time Marketing needs Real Time Data!
Urgency Messaging
“x rooms left”
option
Real Time Prices
Based on dates of
travel
Promotion Messaging
Property
Multi-property
option available
Brand Logo
Dynamic
Messaging
Stars
Destination Messaging
Dynamic Creative Template for a Real Time Bidding Display Ad
How many elements are static? DerbySoft Confidential

59. Case: Facebook Dynamic Product Ad for Travel (DAT)

60. The Future of Distribution…..

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