Metasearch Ads FAQ

Overview

Cloudbeds Metasearch Ads offers tools for Digital Marketing that help you create ad campaigns for different websites, like Google and TripAdvisor. This article answers the most common questions about the following topics in Metasearch Ads:

1. General questions
2. Budget and allocation
3. Metasearch Ads Cost-Per-Click (CPC)
4. Trivago CPC model change (September 2025)
5. Metasearch visibility changes
6. Metasearch visibility and ad expansion
7. Metasearch Ad Positioning
8. Metasearch Ads and Free Booking Links
9. Google connectivity and listing content
10. Metasearch Ads quality score
11. Price Competitiveness insights
12. Impact of OTAs on Metasearch CPC
13. Metasearch Ad customization
14. Metasearch campaign date selection
15. Metasearch Ad strategy

▶️ General questions

• Question: I have two properties in Cloudbeds PMS with Digital Marketing. However, the two accounts are showing the same reservation in the Performance Dashboard analytics. Why is this? 
• Answer: When Multiproperty is enabled, the Digital Marketing Performance Dashboard presents the same information across all properties due to their shared dashboard.
  
  
• Question: Why do some of my reservations show "Digital Marketing" as the origin, even though I don't use the product? 
• Answer: This happens when a reservation is attributed to Google Free Booking Links. Google Free Booking Links also show up as Digital Marketing in the Reservations list.

▶️ Budget and allocation

• Question: Can I control the budget allocation between Google and TripAdvisor in my Metasearch Ads campaign? What is the typical channel allocation?
• Answer: The Metasearch Ads budget is a single campaign budget; you cannot manually allocate percentages to Google and TripAdvisor. The system automatically distributes the budget based on predefined algorithms, your visibility settings, and actual performance.
  
  The goal of the system’s budget allocation is to optimize performance by allocating funds where they are expected to yield the highest return. This optimization is done via AI and machine learning. Typically, Google receives the largest portion of the budget due to its higher volume. TripAdvisor may receive smaller portions, or none if Google performs exceptionally well.
  
  The visibility setting you choose gives the system more or less flexibility to optimize campaign performance. You control the total campaign budget and visibility settings, but the system determines the budget distribution across platforms to optimize performance.

▶️ Metasearch Ads Cost-Per-Click (CPC)

• Question: How is Metasearch cost-per-click (CPC) calculated, and how many views or clicks does one credit cover?
• Answer: It's not possible to provide a precise answer to how many views or clicks one credit will cover. The CPC is determined by the Metasearch platforms (Google and TripAdvisor) based on:
  • Your visibility setting
  • Competition for the click
  • Projected value of the stay
  • CPCs can vary significantly, ranging from $0.20/click USD to $2.50/click or even higher. It really depends. Factors that influence CPC include:
    • Seasonality (e.g., high season vs. off-season)
    • Location (e.g., city center vs. remote area)
    • OTA competition (which can drive up costs)

To determine how long a specific budget will last, it's best to test with different visibility settings to observe the impact on impression share, clicks, and conversions.

• Question: What is the 'visibility setting', and how does it affect my Metasearch campaign?
• Answer: The visibility setting controls your bid level in Metasearch auctions. A higher visibility setting increases your bid, making your ads more likely to appear. However, it also increases your potential ad spend. The system uses AI to balance your visibility setting with your budget to maximize ROI.
  
  
• Question: How does the AI optimize my Metasearch campaign budget?
• Answer: The AI analyzes data such as user behavior, booking patterns, and platform performance to allocate your budget across Google and Tripadvisor. It aims to prioritize the platforms and placements that are most likely to generate bookings while staying within your overall budget.
  
  
• Question: What is a good Metasearch impression share to aim for?
• Answer: An impression share of 80%-85% is generally considered optimal. Beyond that, additional spending may yield diminishing returns. In highly competitive markets, reaching 80% may not be possible even at maximum bids. In such cases, use the visibility setting to find the balance between ROAS (Return on Ad Spend) and booking volume.
  

▶️ Trivago CPC model change (September 2025)

• Question: Why is Trivago no longer included in Metasearch Ads?
• Answer: Trivago has moved from a cost‑per‑click (CPC) model to a commission‑based (CPA) model. Cloudbeds Metasearch Ads is a CPC, commission‑free product, so Trivago is no longer compatible. As of September 1, 2025, Trivago is removed from Metasearch Ads.

• Question: Will this change reduce my campaign performance?
• Answer: We do not expect a negative impact. Trivago historically represented a small share of overall activity compared to Google and Tripadvisor. Your budget is automatically focused on the highest‑performing channels, with enhancements designed to increase visibility on Google and Tripadvisor.

• Question: Do I need to adjust my budget or settings because Trivago was removed?
• Answer: No action is required. Metasearch Ads automatically reallocates spend across available channels. You can continue to manage volume using the visibility setting; the system will optimize distribution to maximize performance.

• Question: Can I keep advertising on Trivago through Metasearch Ads?
• Answer: Not through Metasearch Ads. The product supports a CPC, commission‑free model. Since Trivago now operates on a commission‑based model, it is not available within Metasearch Ads.

• Question: Can I see historical performance specifically from Trivago?
• Answer: Metasearch Ads reports on overall campaign performance rather than a channel‑by‑channel breakdown. If your booking engine is connected to Google Analytics, you may be able to review historical attribution to Trivago there.

▶️ Metasearch visibility changes

• Question: How quickly do Metasearch visibility changes take effect?
• Answer: Changes to visibility settings take effect at different speeds depending on the platform. In Google, the change is immediate. TripAdvisor updates daily, so changes will be reflected the day after. Once the visibility setting is changed, allow a few weeks for the system to adjust and for you to review the impact on performance.

▶️ Metasearch Visibility and Ad Expansion

• Question: If I increase my visibility in Metasearch, will my ads be shown to a wider audience, such as users searching in other cities?
• Answer: Increasing visibility in Metasearch adjusts your bidding, which can increase how often your ads are shown and your credits are spent more quickly. However, the Metasearch platforms ultimately decide:
  • Whether your bid is competitive enough to display your ad
  • The expected performance of your ad and what position to display it in
  • How broadly to show your ads
    

• Question: What are Google Travel Promotion Ads (TPA) and Tripadvisor DB Max?
• Answer: Google Travel Promotion Ads expand the reach of your metasearch placements within Google Hotel Search to help increase consideration and direct traffic. Tripadvisor DB Max is a premium, high-visibility placement at the top of hotel pages to engage high-intent travelers. These placements strengthen exposure and direct booking opportunities.

• Question: Do I need to change any settings to benefit from TPA/DB Max?
• Answer: No additional setup is required. Eligible Metasearch campaigns run across Google Hotel Ads + Google TPA and can leverage Tripadvisor DB Max when available during the pilot.
  • Eligibility:
    • Google TPA is included for properties already running Google campaigns via Metasearch Ads (or Meta Managed).
    • TripAdvisor DB Max is included for properties already running any metasearch campaign (Metasearch Ads, Meta Managed, or Meta Light).

▶️ Metasearch Ad Positioning

• Question: How can a property get a better Metasearch ad position to rank higher in the results? How does ad ranking work in Metasearch?
• Answer: Ad ranking varies by platform, but generally, the ranking is determined by an auction system. The variables include:
  • Bid amount (visibility setting).
  • Quality Score (price competitiveness, predicted click-through rate, etc.) within the channel.
    Specific channels like TripAdvisor might have a highlighted position in the top right corner of a listing; this position is generally granted to the top-ranking ad in that search. Ad rankings are dynamic and can change frequently based on user searches, location, and other factors.
    

▶️ Metasearch Ads and Free Booking Links

• Question: How do Metasearch Ads relate to the free booking links on Google Hotel Ads?
• Answer: Google Hotel Ads displays both free booking links and paid advertisements (Metasearch Ads). Free booking links are organic listings that show your property's website as an option. Metasearch Ads are paid placements that give you increased visibility and prominence in those search results.
  
  
• Question: My Google Booking Link has stopped showing in Google (and is properly connected to Google Hotel Search). Why?
• Answer: If the property is based in the US or Canada, check the tax and fee setup for direct bookings. Google started enforcing this policy in March 2025: "It’s prohibited by Google policies for partners to manipulate the price breakdown by decreasing the base rate while increasing taxes and/or fees." We have observed several times that Google has stopped showing the Google booking link (and metasearch ad) in the US and Canada when the customer is manipulating rates like this. Fixing it and sending a full refresh will generally resolve the issue.
  
  
• Question: Why is my Google Booking Link including taxes and fees in the US and Canada now?
  Answer: Starting May 12, 2025, Google has updated how the price is displayed in the US and Canada. The default price will now include both the base rate and mandatory non-governmental fees.

▶️ Google connectivity and listing content

• Question: What information does Google display from my Cloudbeds connection?
• Answer: Cloudbeds sends enhanced content through the Google ARI feed, helping your property stand out in Google Hotel Search.
  
  When travelers compare prices on Google, your listing will now display additional rich details, including:
  
  
  • Room images and property images synced directly from your Cloudbeds PMS
  • Multiple rate plans (for example: Breakfast Included, Non-refundable, Advanced Purchase Sale)
  • Cancellation policies, such as “Free cancellation until…” — available when Smart Policies are enabled in your PMS
  
  These improvements make your official site listings more competitive, increasing engagement and direct bookings across both:
  
  
  • Sponsored placements (Google Hotel Ads)
  • Free Booking Links (All Options)

▶️ Metasearch Ads quality score

• Question: What factors influence my 'Quality Score' in Metasearch auctions, and how can I improve it?
• Answer: A property's 'Quality Score' in Metasearch auctions is influenced by factors such as price competitiveness, predicted click-through rate, and the overall strength of your listing. To improve your Quality Score, focus on maintaining competitive rates compared to OTAs, ensuring your listing is complete

▶️ Price Competitiveness insights

• Question: Where can I access the pricing analysis in the dashboard?
• Answer: The detailed pricing and performance breakdowns, including country-level metrics, are located in the Metasearch page in the Digital Marketing Performance Dashboard.

• Question: Why is competitive pricing essential for my digital campaigns?
• Answer: Price competitiveness is a major factor influencing your property's 'Quality Score' in Metasearch auctions. A low score, often resulting from poor price competitiveness, can lead to low click-through rates in metasearch. Keeping your direct rates matched with or lower than OTAs is recommended to encourage more direct bookings.

• Question: What do the Price Competitiveness grades (Best, Matched, Higher) indicate?
• Answer: The grades quickly assess your rate position against OTAs.
  
  • Best/Excellent: Your rates are almost always lower than OTAs.
  • Matched/Average: Your rates are often equal to or higher than OTAs.
  • Higher/Poor: Your rates are consistently higher than OTAs.

• Question: What information is displayed in the Price Competitiveness dashboard?
• Answer: You can toggle between two primary views.
  
  • By Country: This view displays competitiveness across different markets using a geo map and a ranked bar chart.
  • By Date: This view shows competitiveness trends over time, helping you pinpoint exactly when rate disparities occur.

• Question: How does the system handle ties if my rates fall into multiple categories for one country?
• Answer: If two or more competitiveness categories (Best, Matched, or Higher) are tied, the system applies a color priority in this specific order: 1 Best, 2 Matched, 3 Higher. For example, if a country has 50% Best and 50% Matched rates, it will be displayed (colored) as Best.

• Question: Why do my rates vary across different countries?
• Answer: OTAs may adjust rates by country to better attract and engage travelers, sometimes by reducing their own commission to offer more competitive prices.

• Question: My rates are consistent, and I maintain rate parity with the OTA. How is it possible that, on some dates, my rates appear higher than the OTA’s?
• Answer: OTAs may apply aggressive pricing strategies to remain competitive and attract more travelers. This can include lowering their commission or adding promotional discounts to reduce the rates shown to customers.

▶️Impact of OTAs on Metasearch CPC

• Question: How does competition from Online Travel Agencies (OTAs) affect my Metasearch cost-per-click (CPC)?
• Answer: OTAs actively participate in Metasearch auctions, which can increase the cost-per-click (CPC). When OTAs bid aggressively, it drives up the price of ad placements.

▶️Metasearch Ad customization

• Question: Can the icon next to Metasearch ads be customized to display a logo instead of the standard ‘green bed’ icon?
• Answer: Customizing the Metasearch ad icon is not possible. Note: Data indicates that the default green icon generally has a higher click-through rate than a brand logo, except for very large brands like Hilton or Marriott.

▶️Metasearch campaign date selection

• Question: Can customers choose specific dates to run Metasearch campaigns (e.g., Metasearch only for July and August)?
• Answer: No, choosing specific dates for campaigns is not a feature. You can use the visibility slider to adjust the volume. Metasearch ads only show dates when the property has availability, so the budget is not spent on clicks for booked dates. Keeping the campaign running even during the slow season can generate future bookings, as people book in advance.

▶️Metasearch Ad strategy

• Question: How do Metasearch Ads contribute to my business success?
• Answer: Metasearch is a mid-to-low funnel marketing tactic. Metasearch ads influence travelers who are narrowing their preferences and transitioning from planning to booking to book directly with you. Incorporating Metasearch Ads into your marketing strategy ensures your hotel's direct booking option remains visible when travelers are ready to make a reservation.

• Question: Can I run my own metasearch campaign directly?
• Answer: No. Properties do not have access to Google Hotel Center—this is managed by Cloudbeds as the integration partner. With our connection type, we cannot provide individual Hotel Center account IDs to properties wanting to connect Google Ads and Google Hotel Center. To advertise on Google Hotel Ads (and other supported metasearch platforms) through Cloudbeds, use our Metasearch Ads solutions, which handle the feed, campaign management, and reporting for you.