Change in the bidding model for paid campaigns on Trivago

As of September 1, Trivago will modify its bidding model, eliminating the CPC (cost per click) model and exclusively adopting the CPA (pay per stay or cost per consumed reservation) model. In addition, the global minimum commission is standardized to 10% in all markets.

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What does this change imply?

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· The CPC model disappears: All campaigns must operate under the CPA model.

· Global minimum commission: A minimum of 10% is established in all countries, which may imply adjustments to your current campaigns.

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How will Roiback manage this change?

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If we manage your campaigns, we will make the necessary adjustments on August 25 to ensure they are correctly configured before the new model comes into effect.

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Trivago will standardize the minimum commission percentage in all markets, establishing 10% as the global minimum bid, which may lead to slight changes in the bid percentages of some markets, and therefore their minimum bid may be reduced or increased compared to the current situation.

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Here are some examples of adjustments per market:

Spain: Current minimum CPA 9.6% → will be adjusted to 10%.

Colombia: Current minimum CPA 8.4% → will be adjusted to 10%.

UK, Mexico, USA: Current minimum CPA 10.8% → will be adjusted to 10%.

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Campaigns currently bidding on a CPC model must migrate to the CPA model. Our Metasearch team will contact you to advise you on the best strategy to follow.

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What happens if you don't make any changes?

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Trivago will automatically apply the changes on September 1:

· CPC campaigns will be paused.

· All CPA campaigns will be adjusted to the new minimum of 10%.

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Why keep your campaigns active on Trivago?

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- Trivago can represent up to 3% of the hotel website's sales share.

- The CPA model is safe and risk-free: you only pay for consumed reservations.

- Comparative data CPA vs CPC (Jan-Jun, YoY):

   · Booking Value per Click: +49%

   · Average Booking Value: +31%

   · Conversion Rate: +32%

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Roiback Recommendation

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Activate your campaigns at a 12% commission to maximize visibility, traffic, and conversion:

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Any questions?

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Contact us to resolve any questions or coordinate the necessary adjustments.

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