Maximizing Return on Ad Spend with Metasearch
Dominating the SERP and maximizing return on ad spend with metasearch is possible for resorts (when combined with a well-managed hotel PPC strategy).
A Metasearch Case Study for Resorts & Hotels
Dominating the SERP and maximizing return on ad spend with metasearch is possible for resorts (when combined with a well-managed hotel PPC strategy).
The result? Record-setting metasearch performance exceeding 2000% return on ad spend (ROAS). TravelBoom’s AI-driven metasearch campaign was able to drive more direct bookings and more revenue at a lower cost.
Situation and Background
Based on new opportunities, TravelBoom identified underperforming metasearch campaigns for Brittain Resorts & Hotels, a premier Myrtle Beach resort management company. TravelBoom found the below factors to be limiting success and believed that the integration of an AI-based bidding component would improve performance.
Key Factors to Overcome
- Limited bidding strategies available when using the tools provided by Google and TripAdvisor.
- Inability to share rates with secondary metasearch outlets such as Kayak and Trivago, among others.
- Inability to efficiently allocate budget in a fluid manner across multiple platforms based on performance needs.
- Higher-than acceptable percentages of rate mismatch between direct rates and OTA rates.
- Lack of granularity in reporting, which led to limited insights prohibiting effective decision making.
Our approach
TravelBoom upgraded the partner’s metasearch feed technology to a robust AI-based bidding platform that not only helped optimize the account, but allowed for new participation opportunities.
The key improvements to the metasearch campaign included:
- Expanded participation to the top metasearch engines including Google Hotel Ads, Microsoft Hotel Ads, TripAdvisor, Kayak and Trivago.
- Smarter AI-based bidding strategies targeting potential guests throughout the vacation shopping journey.
- AI-based campaign management to uncover hidden opportunities and maximize return on ad spend with metasearch.
- Improved reporting offering more insight to ensure marketing decisions are based on data.
- Ability to allocate budget fluidly to maximize return on ad spend with metasearch.
- Ability to allocate budget fluidly to maximize return on ad spend with metasearch.
- Reduced management costs based on more automated strategies.
A post-launch learning period allowed for the recognition of user behavior, occupancy needs, market conditions and booking values. After this initial period TravelBoom continued with a strategic process of further testing and optimization.
Our AI-based methodology increased performance
During the initial two months utilizing TravelBoom's AI-based methodology, the client was able to generate an increase in performance over their previous Google Hotel Ads campaign and realize a return on ad spend that exceeded their branded pay per click campaigns. In addition, guests who booked through Google Hotel Ads had a significantly lower cancellation rate, which helped to improve close-in occupancy and increase RevPAR.
- Google Hotel Ads ROAS
(A 126% Increase, YoY) - 0%
- New Metasearch Engines
(New Opportunity) - 0
- Microsoft Hotel Ads ROAS
(New Opportunity) - 0%