Google has recently announced the discontinuation of its Cost Per Acquisition (CPA) mode, where advertisers pay for a specific acquisition, such as a sale or booking, rather than per click or impression. This model has been particularly convenient for technology companies running Integrated Booking Engines (IBE) for hotels, offering a straightforward Software-as-a-Service (SaaS) solution: onboard properties, set a commission percentage, and let the bookings roll in.
Challenges for Technology Companies
With Google halting its CPA services, many technology companies are facing a significant challenge. These companies, which have relied on the ease and efficiency of CPA campaigns, now need to transition to a Cost Per Click (CPC) model. However, running CPC campaigns requires a different set of skills and resources, something that many IBE companies might not possess. The shift necessitates expertise in campaign management, bid optimisation, and a thorough understanding of metasearch marketing, areas where many tech companies may lack the necessary experience.
Google's decision also impacts tracking mechanisms, as their pay-per-stay tracking will no longer be functional. Our new server-side tracking system stands out as one of the best in the industry. It provides comprehensive insights into campaign performance and tracks reservation numbers accurately. This system reduces dependency on non-European third-party services like Google and Microsoft, ensuring compliance with GDPR requirements and delivering precise performance tracking. Additionally, it supports a reconciliation process, enhancing billing accuracy.
Automated Billing and Reconciliation
Myhotelshop is developing automated processes for billing and reconciliation, ensuring a streamlined and error-free financial management system. This automation not only enhances accuracy but also saves valuable time and resources.
Mutual Benefit Partnership
Our CPA partnership model is built on mutual benefits. We handle the entire hotel portfolio in the backend without requiring customer interaction, sharing the benefits with our tech partners. A dedicated partner manager, along with a team of digital experts, guides our tech partners towards achieving success.
Transitioning from Google’s CPA model to a more hands-on approach doesn't have to be daunting. With myhotelshop, tech companies can leverage our expertise and technology to continue driving bookings and revenue efficiently. Let us handle the complexities of digital marketing, so you can focus on what you do best.
Contact us today to learn more about how myhotelshop can transform your hotel marketing strategy and ensure continued success in the digital landscape.
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