Exciting News for Direct Bookings! Google is currently experimenting with showcasing ‘free-links’ more prominently on mobile devices. After a period of declining visibility for direct bookings, we finally have some positive updates to share! The visibility of direct booking links had suffered due to unintended consequences of the Digital Markets Act (DMA). While the DMA was designed to protect individual businesses, it inadvertently led to limitations, such as preventing consumers from clicking through to Google
Recently, several clients have brought us a flashy brochure from an advertising agency, raving about display advertising campaigns on TripAdvisor. The pitch? Hundreds of millions of visitors monthly and the promise that, for just €350 per month, your banner will be displayed at least 3,000 times in a “visibility campaign.” Sounds like a great deal, right? Or… is it?
In a surprising move, Google announced the end of its commission-based model for hotels, a change that will have significant impacts on the industry. Here’s why Google is moving away from this model and what it means for hotel advertisers. With Google’s commission model ending, hotels need risk-free alternatives to stay visible online with the direct channel. Guest & Co developed a tailored solution to do exactly this: the Meta Campaigns Commission-based program.