We continue our podcast by picking up with the cliffhanger question from our last episode – Would a 100% cost of sale be a deal breaker?

Learn more about how setting and understanding goals will dictate your path in meta, as well as any other marketing campaign.

We also talk about what to expect from meta, how this differs by hotel and device, and how this relates to your typical SEM campaign.

Outline

(1)    Setting your goals

1. Would 100% COS be a deal breaker? It depends!
2. Our goals dictate our path
3. Branding
4. Volume
5. Owning the guest
6. COS / ROAS
7. Diversified Portfolio

(2)    What to expect from meta

1. Segue from goals & revisit the comparison to brand / non-branded search
2. Conversion rates matter / Mobile vs. Desktop
3. Review 2019 Performance Stats
4. Law of Diminishing Returns