What to budget for each metasearch channel? What strategies to apply for each one of them? These are the questions that DerbySoft frequently hears. Historically, each metasearch website was treated as a separate marketing channel, operating with different budgets and measurements of performances. However, the question right now is: Does this separation work best at all times?
DerbySoft has designed an advanced technology to adopt Cross-Channel Campaign Management and Optimization, which ultimately helps you achieve better ROAS.
Adopting a cross-channel approach is key when maximizing the potential of metasearch for our clients. Different channels display different strengths and weaknesses with performance based on either the point of sale or the destinations the customers are interested in. No one channel performs best in all situations. At the same time, having a wide, diverse portfolio of properties puts you in a typical situation where a small portion of your portfolio drives all the results leaving long-tail properties behind. This situation may not allow you to make certain decisions on how much to invest or how to split your budget among all the channels and properties, especially in a new destination.
Cross-Channel Optimization helps you to move away from these obstacles and allows you to focus primarily on commercial goals globally. This approach ensures that all your efforts and resources will come together in one comprehensive metasearch campaign. With a unique campaign per goal, you allow our machine learning algorithm to operate with different mixes of placements that would be suitable for each goal. By eliminating any specific budget split by channel, you can unlock opportunities that otherwise would not be possible.
So how does it really work?
Let’s say you have two campaigns running for two different channels, however, your global ROAS goal is 10 to 1, which aligns with your commercial objectives. At the end of the month, the results show that one channel drives more volume and higher ROAS than the other.
The first reaction when budgeting for the next month would be to shift the investment from channel 2 to channel 1. This might work short-term and help you achieve the final goal, however, you have basically minimized the exposure for channel 2 and locked out any opportunity that might already be there unexplored. In a scenario with one campaign for both channels and a single target, our machine learning algorithm helps you maximize the performance and achieve this target.
Scenario 1: Split Campaign Management Scenario 2: Cross-Channel Optimization
Cross-Channel Campaigns help you focus on getting the best performance possible, simplifying the preparation process with no extra task of pre-allocation of the budget for each channel. If you want to know more about how to make the most of your metasearch campaigns and save time with cross-channel optimization, contact DerbySoft today.
