webinar 3 rate parity
TRANSCRIPT
MetasearchImpact of Rate Parity
On Metasearch
Previews
Metasearch Webinar Series
1. What it is, What it Does, Why it Matters2. Pros and Cons of Assisted Booking3. The Roles of Rate Parity – Seen and Unseen4. Budgeting for Metasearch
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
This Just In….!
Credit Fortune.com – “Travelers are EmbracingHuman Travel Agents Again” published July 27, 2016.See http://fortune.com/2016/07/27/travel-agents/
Expedia‘s Thoughts on Loyalty Rates
3 Key Components of Successful Metasearch Campaign
1.Rate Parity2.Conversion3.Low CPCs
From A Consumer’s Point of View….
How Rate Parity Impacts Position
How Rate Parity Impacts CPC
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.
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.
How This Affects ROAS
1.Rate Parity2.Conversion3.Low CPCs
Better Positioning = More Visibility = More TrafficConsumer Confidence = Higher Conversion Rates
Coming Soon
Upcoming Webinars
#4. Budgeting for Metasearch