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TripConnect is a powerful tool that allows independent hotels to buy CPC (cost per click) in order to appear in the search results of availability and rates of TripAdvisor. The reason this is powerful is explained in greater detail on this article, but in a nutshell, it gives hotels the same visibility of major distribution portals at a fraction of the cost. If your IBE is connected with Tripadvisor, your hotel has the possibility to reach thousands (actually millions) of relevant potential guests.
Many hotels are still figuring out to get the most out of their TripAdvisor’s budget campaign. Fortunately, there are three “tricks” which we will share to hoteliers so they can achieve optimization with CPC (cost-per-click) campaigns. Your internet booking engine (IBE) must be a partner of Tripadvisor with Tripconnect.
1. Adjust the budget according to the ranking your Hotel should appear during certain seasons.
When you create campaigns, the first step is to determine rates and availability. The second one requires to check your reservations page, and the most important one is the third step – configuring TripConnect. It is worth mentioning that TripAdvisor does not notify the hotel that the CPC values can be adjusted. This discovery is vital, since at first, it automatically assigns the highest CPC (for example, $1.80 USD), but it can be adjusted (for example, up to $0.95 USD), and still maintain #1 position on the results.
Budget assignment can also be adjusted according to the ranking position the hotel is willing to stay. For example, say you drop down to $0.90 USD, it is possible that your ranking drops to the #2 or even #3 position; but the important thing is to determine when is the right moment to be on the most prominent position (for example, depending on the season relevant to your locations). This is why your sales team or agency should keep track of the campaign daily and adjust it to the hotel’s sales objectives. It is not about paying a high or a low CPC, it is about creating a balance between seasons and occupation rate needs.
2. Select only countries and regions that real market targets for a season, do not waste on unwanted markets.
Upon launching a CPC campaign, TripAdvisor sets by default all markets as targets for your campaign with the highest CPC value for each one.
Combine your Property Management Softwar’s data plus Web Analytics with tools like analytics.novohit.com to obtain the geographic markets you should be targeting. Avoid spending on markets that have no reason to be attractive in terms of sales. We encourage to use data, not your gut, to avoid spending budget in an unnecessary way.
Disable markets you don’t need.
Hint: TAB + SPACE (on Mac or PC) For hotel properties setting up their Tripconnect CPC campaigns, it could be a burden to unselect unwanted markets and save Click money.
3. Keep track of your Campaing at least once a day to avoid running out of budget and disappear from search results.
When the Tripconnect budget runs out or the CPC campaign’s expiration date has been reached, the hotel website link will be removed from the search results and they will no longer receive traffic through TripConnect until they start auctioning again. Tracking TripAdvisor’s CPC campaign allows the hotelier to avoid overspending and adjusting budget (like mentioned on tip #1). The importance of checking your TripConnect campaign at least once a day is, therefore, evident.
Follow these 3 simple tips and you will get the most of TripConnnect. Make sure your IBE is a certified partner. Questions about our IBE Hotel Software? We are happy to help, contact us here or on twitter @hotelrsv.