New CPA campaigns on trivago available in RoomCloud’s interface

To adapt to the change in user behavior and to better meet your needs, trivago is introducing CPA (cost-per-acquisition) campaigns on the metasearch platform.

With CPA, you only pay when a traveller books your property. So far, you would have to pay for each click you receive (CPC). This helps you reduce the risks of running a campaign on trivago. You will not have to pay for users that clicked on your ads but did not make a booking in the end.

At first, trivago only started offering Gross CPA, meaning that hotels receive an invoice whenever a booking – or transaction – is made. This was regardless of later cancellations or amendments. However, RoomCloud is among the selected partners that will now be able to offer Net CPA on trivago. This means that cancellations and amendments to the bookings are taken into consideration and invoices will be adjusted accordingly. It’s not only Cost-per-Acquisition but Cost-per-Stay.

How can you activate CPA campaigns?

Unlike CPC campaigns in Rate Connect, you can start a trivago Net CPA campaign from within RoomCloud’s interface! You can open a ticket in RoomCloud to activate the new campaigns on trivago. Request the activation and specify the property you would like to link if you manage multi-accounts.

Does the CPA Model take cancellations into consideration?

RoomCloud is one of the first selected providers offering you Net CPA campaigns. Therefore, Net CPA does take this into account, and you will only pay for completed bookings.

Can you use the CPA model in RoomCloud’s interface for some properties and keep others on CPC in Rate Connect?

Yes. You are free to decide which properties you want to keep on the CPC model, guaranteeing you control of their exposure and performance on trivago. Please note that a single property can only choose between CPC in Rate Connect and CPA in RoomCloud’s interface. You can only have both setups if you manage different properties.

Should you make the switch from CPC to CPA?

Lower conversion rates were a common symptom of 2020. But with CPA, you have an excellent opportunity to maximize with minimal risk. trivago is already observing a substantial increase in conversions and revenue for those who switched to the new model.

Does CPC have priority over CPA in the trivago ranking?

No. Ads with CPC or CPA pricing models will have the same priority in the trivago rankings. Based on the CPA that was set and additional indicators, like Booking conversion, trivago will calculate a so-called VPC (Value-Per-Click) that will enter the metasearch auction.