It’s a Catch-22. On the one-hand, segmentation allows Facebook advertisers to bid differently for high-priority audiences, but on the other hand, over-segmentation hurts performance and reduces overall efficiency. Enter bid multipliers – an important tool to maximize revenue while improving advertising efficiency. Understanding Bid Multipliers: 30,000 Feet Up Bid multipliers enable the use of complex, customized bidding strategies without the …

Facebook Value Optimization for Travel

Ad optimizations shift based on campaign objectives, market conditions, and target markets, to name just a few reasons. For example, a hotelier may choose to optimize toward conversions to drive overall bookings for a retargeting campaign, but decide to optimize toward link clicks for an upper funnel campaign. What is the best method if a hotelier would like to optimize …

The mobile-only world is fast approaching in the travel industry. In terms of mobile booking rates for hotels, Asia is far ahead of the rest of the world, and China is leading the pack with 60% of its online bookings made on a smartphone. North America and Europe stand at just 28% and 33%, respectively. One of the reasons for …

With the holiday season in full swing, we decided to take a look at our proprietary data, cross reference it with some third party data, and identify what useful trends we are seeing and how they will impact travel marketers this season. While the Friday before the 4th of July is the busiest single travel day of the year–with more …

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 share how, in our early days, we had to beg …

This past year, we’ve seen some striking changes in summer travel trends. While traditionally favored destinations like the US, Canada, the UK, France, and the Mediterranean continue to attract a steady stream of vacationers, new regions are rapidly increasing in popularity. One reason for this shift seems to be the lure of global sporting events, such as the Olympics and …