Nicholas Ward

Metasearch is Creating Tomorrow’s Digital Leaders

When we started Koddi, there was still a lot of mystery in the world of metasearch. There were probably less than 50 true experts in the entire world. Few people had real insight into how these campaigns worked across the market. When telling the story of our business, we’ll often […]

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Scaling Koddi’s Travel Solutions

Today is a tremendous day for the Koddi team. This morning, we announced the acquisition of the former HookLogic travel business from market leader Criteo. Here’s a link to the announcement we made this morning. I wanted to provide additional color as to why this is not only important for […]

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Google Testing Vacation Rentals Accommodation Type

We’ve seen vacation rentals make it into Google Hotel Ads’ search results before, but we’re now seeing a filter on some searches that allows a user to proactively filter down to *only* vacation rentals. Though this represents just a slight shift in functionality, it could nonetheless signal a change in the […]

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Google Testing Price-First Format in Hotel Ads

This morning we’re seeing a new Google Hotel Ads experiment out in the wild. The new format features the nightly price first, pushing the logo and advertiser name to the right. Take a look below: This experiment appears to be serving approximately 5% of the time in the US. We […]

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Tell-Tale Signs You’re Losing in Metasearch

Even if you’re happy with your metasearch campaign performance, you might be leaving some opportunity on the table. When onboarding new clients at Koddi, we’ve seen just about every situation imaginable–from some of the most inefficient campaigns in the world to the ones where every possible outcome is covered and […]

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Where are the Business Travelers?

A few months ago we were in the middle of 2017 planning and were talking to travel advertisers about their top goals for the coming year. One of the most common themes was driving more bookings from business travelers. This got us thinking a lot about what trends we’re seeing in the space overall and the best way to quantify them. In downstream conversations and projects, it became really apparent that it is far too easy to be prescriptive about this group instead of thinking about the bigger picture.

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Good News for Tablet Traffic

When tablets first came out, they were a technology of the affluent. I remember working with luxury retail brands at the time and there was incredible buzz about being able to reach users on that device. Traffic was cheap and conversion rates were good. Lots of experiences felt high end on tablets.

Travel has always had a problem with tablets, though. This chart – even if a few years old at this point – sums the problem up pretty nicely…

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How Friday’s DDoS Attacks Impacted Metasearch

If you’re reading this from the US, there’s a good chance that you were impacted in one way or another by the distributed denial of service attacks that took place against Dyn on October 21st. The attack resulted in disruptions for millions of users of many large and popular sites. Smaller but still important pieces of infrastructure were also impacted.

So did we see anything happen in metasearch? In short, yes. For many of our clients, it was business as usual, but a few were more impacted based on their publisher portfolio, technology stack, and global traffic mix. Here’s what we’re seeing so far.

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Major Experiment Promotes Google’s Hotel Ads

As of this morning and last night we’re seeing a major new experiment pop up across domains for hotel specific searches. The new format shifts the Hotel Ads unit from its usual home in the knowledge panel to the middle of the screen, sometimes even giving it preference over Text Ads…

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Refining the Mobile Hotel Ads Experience

In previous months and years, we’ve shared how Google Hotel Ads mobile traffic has gone from almost nonexistent, to fast growing, to competing with desktop. We’ve shared that for some of our clients, we’re driving more mobile bookings than desktop bookings. In meetings and QBRs, we can’t shout loud enough about how critical mobile is to creating beats on 2015 and 2016 revenue numbers.

At the risk of being redundant, we want to be perfectly clear: you can’t afford to ignore mobile.

And here’s yet another example of why this is true. Check out how refined Google’s mobile hotel search experience has become…

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