your hotel on google metasearch
TRANSCRIPT
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MetasearchGoogle
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Previews
Your Hotel On Google
• Adwords vs. Hotel Ads• The Many Faces of Google Meta• Strategies• BoG• Budgeting
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Google Adwords or Google Hotel Ads?
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Google Adwords or Google Hotel Ads?
PPC Adwords
Organic Search Results
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Google Adwords or Google Hotel Ads?
Google Hotel Ad (HA) (Whole Thing)
HA Point of Sale (POS)
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Google Adwords or Google Hotel Ads?
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The Many Faces of Google
Local Universal• Branded Search Terms• People Already
Looking For You
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The Many Faces of Google
Maps• 3-Pack• Ratings• Reviews• “Popularity”• Price
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The Many Faces of Google
Maps• Area Search Terms• New Customers
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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
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Google Metasearch Strategies
Know Your Goals• Branding• Volume• SOV• ROAS• Device• DOW• Booking Window
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Book On Google (BOG)
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BOG Commercial Models
Google Business Models
CPC Commission (CPA)
Google Booking Models
Brand Book on Google (BoG)
CPC Commission
Brand BoG
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Advantages
Advantages1. Higher Conversion Rates2. Mobile Optimized3. Paid as Commission vs. CPC4. Plug & Play
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Disadvantages
Disadvantages1. Giving up control2. Less Visibility
Managed CPC usually wins3. Not just owning, but truly
embracing the guest4. Outsourcing your bookings
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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
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Know Your Reputation
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Coming Soon
Upcoming Webinars
#3. Kayak / Trivago