Case Study

Metasearch Outpaces Google PPC By 631% to Carry Edge Hotel Through Pandemic

Metasearch Outpaces Google PPC By 631% to Carry Edge Hotel Through Pandemic

THE BACKGROUND

Located near Columbia University Medical Center and New York Presbyterian Hospital, Edge Hotel is a sleek boutique hotel that offers guests a modern feel and beautiful sights in one of New York City’s most historic neighborhoods, Washington Heights. Edge Hotel combines a culture-rich community with easy access to Midtown Manhattan, allowing travelers to enjoy their stay in the historic neighborhood while enjoying all New York has to offer.

THE CHALLENGE

Pay-per-click (PPC) advertising has historically out-paced metasearch, but that’s no longer the case. Beginning with the COVID-19 pandemic and through 2020, Edge Hotel, like many hotels around the United States, saw traditional methods such as Google PPC begin to suffer. With a drop in PPC conversions and direct bookings, Edge Hotel needed another solution.

THE SOLUTION

One of the fastest-growing hospitality marketing tools since the start of 2020 has been metasearch. As
the landscape has shifted due to the pandemic, travelers have changed how they go about researching
and booking their accommodations. Metasearch marketing, which pulls in your hotel property, rates, and inventory on metasearch engines like Google, TripAdvisor or Kayak, is delivering 2-3 times higher return on ad spend (ROAS) compared to PPC by listing properties alongside online travel agencies (OTAs) and booking site competitors.

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