Daniel Yates, founder and managing director of the Pitchup.com recreational site and recreational vehicle booking site in West London, England, sounded almost distrustful when talking about Google announcing assistance to small business advertisers during the coronavirus crisis. is chicken feed, it’s been five weeks and no one has anything, “Yates said in a Skype interview. His connected 11-year-old company, which connects consumers with 4,500 camps in 67 countries, sold around $ 30 million last year, and spent $ 1.4 million with Google. And YatesYates, who recently had to spend about half of its 15 staff and cut a few dozen freelancers, pointing out that Google’s small business support program, announced at the end of March, only provides advertising credit for future businesses. And credit will only start appearing in customer accounts in May, and will be launched in the following months. “This is nonsense” that Google works with advertisers to provide coronavirus assistance, Yates said. “That doesn’t match reality.” Gone Figure As part of a $ 800 million aid effort for small businesses, the World Health Organization, non-governmental organizations, and academic institutions, Google promised $ 340 million in Google Ads credit for small businesses. For eligible businesses, credit might start appearing in their accounts in May – by then some of these companies might have gone out of business. To put Google’s small business support program into perspective, consider that Google reported having around 4 million advertisers in 2015. Using a very rough estimate, if 2.5 million small business advertisers qualify for this Google advertising credit, then that would amount a total of around $ 136 per advertiser. In addition to a small amount for one of the largest companies in the world, this advertising credit cannot be applied to the amount owed, but will only be applied to future advertisements, starting in May. Get the Latest about Coronavirus and the Travel Industry at Liveblog Skift Even though Google said its travel ads plummeted in March, and predicted a difficult second quarter for advertising revenue, the parent company Alphabet did not reach $ 34 billion in net profit in 2019, and $ 6, 6 billion in the first quarter of 2020. The Year of Pitchup believes that Google can certainly reach deeper into its pockets to help small businesses. Google sees its small business support program as a gesture, and nothing is directed at making up for small businesses. Google declined to comment for this article, referring to Skift to a spokesman statement made last week when eight German travel companies asked Google to stop collecting advertising bills. These larger companies, including GetYourGuide and Trivago, feel that Google should do more for advertisers, have uniform policies, and not play favorites with preferred partners. Commission Per Stay Than Cost-Per-Click “Our travel partners face unprecedented challenges and we work with partners to help protect their business, including helping them bring up their cancellation policies in our travel search products and expand ‘pay per stay’ pilots we were earlier this month to all hotel advertising partners globally to transfer the risk of cancellation from our partners to us, “a Google spokeswoman said last week. Referring to this commission per stay program, which has advertisers only paying Google when the actual stay happens instead of when the click occurs, Nicholas Ward, president of the Koddi metasearch insight platform, noted that the volume of bookings fell but not zero. “In addition to the right CPC bidding for more advanced advertisers, we see commissions (per stay) as a valuable short-term campaign feature to help advertisers return to high-risk travel seekers with low risk,” Ward said. “Long term, it looks like it won’t drive much visibility, but with the auction held down and the CPC at historic lows we see it is a positive step from Google to support advertisers and support the rich results set for travelers.” The continuing story of Yates of Pitchup, which has applied for British government grants, agrees that some businesses might see utility in Google’s commission program during times like now. “I can see why Google’s commission-based strategy is preferred at uncertain times,” though, “Yates said.” Eighteen months ago, we lost more than $ 30,000 when an autobid (pay-per-click) strategy failed to respond to more conversions low after the ad format changes. They refuse to return all of it because it’s not a scenario covered by their refund policy. “Criticizing GoogleYates, Travelocity’s alumni, openly expressing criticism of Google in the past. In 2015, Andrea began to hunt Google about facts that only major advertisers such as Booking.com and Expedia are permitted to participate in the Google Hotel Ad program, they advertise the French camp page on Google Maps, and companies like Pitchup were issued at that time.He was permitted to start participating in Hotel Ads in 2017. Field , and eight German startups aren’t the only ones complaining about coronavirus relief efforts that do not yet exist. The American Society of Travel Advisors has spoken loudly about how the US CARES Act is slow to channel aid money to travel agents. Meanwhile, Pitchup feels that Google has enough deep pockets to provide “material” discounts, based on annual expenditure, and not just future credit, for its advertising partners. After all, bookings for peak Pitchup usually occur in July – and much of it will disappear. Subscribe to the Skift newsletter for important news about travel business.
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