1. GA4: “If a user has to be on a page for a minimum of 10 seconds to be considered an engaged user, why do we have sections where the average engagement time with less than 10 seconds?”
The average engagement time being less than 10 seconds in certain sections might seem a bit puzzling, but there's a possible explanation for that.
One reason could be that while the 10-second threshold is used to define an “engaged user”, it's important to remember that not all visitors interact with your website the same way. Some might quickly find what they're looking for and leave, which could result in shorter engagement times. This behavior is quite common, for example when they are looking for a specific call-to-action that doesn't require much time, like a phone number, Book Now button or email address - these visitors can be considered to still be engaged in achieving their goals, even if its within a shorter time frame.
2. GA4: “Please demonstrate how the (customer) journey is looked at?"
Great question! We could probably write a sizeable blog about this one! Here’s a brief answer for you...
In Google Analytics 4, the customer journey is examined through the "User Explorer" feature. Here's a quick rundown:
- Access User Explorer: Go to "Reports" > "Analysis" > "User Explorer."
- Select a User: Choose an individual user or create segments based on criteria.
- Explore User Path: See pages visited, actions taken, and events triggered.
- Analyse Behaviour: Understand interactions, entry/exit points, time spent, and more.
- Identify Touchpoints: Find common engagement points for insights.
- Event Tracking: Track specific user actions like clicks or form submissions.
- Funnel Analysis: Set up conversion funnels to spot drop-offs.
- Behaviour Flow: Visualise common paths users take.
3. Google Ads: “We get lots of info re conversion rates. What is an acceptable/target conversion rate for the accommodation industry?”
Conversion rates can vary widely based on factors like location, competition, targeting, and the quality of your campaigns. However, as a general guideline, the accommodation industry often aims for a conversion rate of 2% as a benchmark, in our experience we have achieved between 2% to 5%.
4. Google Ads: “What is the industry standard for CPC and CPA?”
The Average Cost Per Click (CPC) and Cost Per Acquisition (CPA) can vary significantly depending on factors like location, competition, targeting, ad quality, and more. However, here are some general ranges to consider:
CPC (Cost Per Click):
On the Search Network on average, tourism-related keywords can have CPCs ranging from $1 to $3, but it could be higher for more competitive keywords or popular destinations. On the Display Network, CPCs can be lower, often ranging from $0.50 to $2. Again, this can vary based on targeting and ad placement.
CPA (Cost Per Acquisition):
The tourism industry tends to have CPAs that range from $20 to $50 for direct bookings or lead generation for accommodation or tour providers, with an average product rate between $200 – 500. However, for higher-value bookings like luxury accommodation or travel packages, CPAs could be higher.
These are rough estimates and the actual costs you experience might differ. It's important to continuously monitor and optimise your campaigns to improve both CPC and CPA over time. Also, keep in mind that the competitiveness of certain keywords, your targeting accuracy, ad relevance, and landing page experience all contribute to your actual costs and conversions.
5. Google Business Profile: “Photo upload for posts isn’t working”
If you are finding that image uploads for your posts on your Google Business Profile work sometimes but not others, then it could be because the image doesn’t meet their guidelines for upload – refer to this support article for the guidelines
6. Google Business Profile: “Does the team have any perspectives (accom industry) on Google Hotel and whether to offer rate parity (or not) and the benefits therein?”
This is a significant topic! There are plenty of pros and cons about whether to offer rate parity on Google Hotel – the biggest pro for potential guests would be that it provides consistency across different booking channels and therefore a better booking experience. Conversely, it is also an increasingly common strategy for accommodation to offer better rates for direct bookings to improve your profitability. The decision will come down to your specific business goals and your market dynamics.
We think this topic may be something for us to focus on for a future webinar...
7. YouTube Shorts: “Does YouTube shorts have the same level of traction as Instagram reels and TikTok?”
YouTube Shorts is definitely still building engagement as a platform in the short-form video space but it’s worth including in your social media strategy. The three different platforms will attract different audiences and we know that TikTok is better at finding your audiences than the others. You are also more likely to have a video "go viral" on TikTok without having amassed lots of followers first. If you were to pick 3 platforms for sharing short form video on, these would be the three that dominate.
A study by Social Insider has found the following when comparing them:
- TikTok comes out on top with the highest user engagement compared to Instagram Reels and YouTube Shorts.
- Instagram Reels achieves the most watch time among the three platforms.
- Brands post twice as frequently on TikTok as Instagram Reels and YouTube Shorts.
