Branding on Metasearch: Callouts, Photos, Favicons…

April 13, 2020– Your brand identity and image are important, so make sure you use all the available tools on different metasearch channels to reinforce your branding.

  1. Favicons – small logos of your brand that highlight you in the metasearch auction results.
    Favicons help you differentiate between a large number of advertisers in one place, reinforce your branding and ultimately help the users recognize you easier.
    We have seen these images for a long time on Google, TripAdvisor and Kayak. Now it is time for Trivago to start testing them. Trivago informed us that they are currently rolling out the functionality of Favicons, and right now is a great time to start implementing them.

  2. Callouts – these are extra snippets of information that you can add to be displayed along with your rates in the search results. You can use these pieces of text to help differentiate your ad amongst others. The “Official Website” tag is a great one to have, but there is so much more you can shout out, especially in the current travel environment. “Free Cancellation, Rate Flexibility, Book Now Pay Later…” tell the users all the advantages of booking directly with you.
    Callouts are available in Google and TripAdvisor. Trivago recently started to display “Free Cancellation” tag for any rates that can be cancelled without a penalty.

  3. Pictures – no explanation needed. We all know how important it is to keep your profiles galleries updated with high quality and recent pictures. But there is more today: Google recently launched a functionality to display room pictures next to the advertised rates, the pictures will trigger automatically when the advertiser winning the first ad slot has room rates + photos.
    This is how it looks:

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