A quick glance in your Auction Insights report for your brand campaign will let you know if OTAs are bidding on your particular brand, and how they perform against you. Impression Share is a good indication of what percentage of the time the OTA is showing for your brand. Compare their Impression Share with your Impression Share, and you’ll be able to see whether they show for your brand more often than you do. To try and counter some of the traffic and sales lost to OTAs who are bidding on your brand, it is important for you to be bidding on your own brand too. In addition to simply bidding on your brand, you can also bid on your brand plus the name of the OTA, for example ‘Hotel Name Laterooms’. When you do this, consider what you put in your ad text to try and combat or match their USPs. Get the full story at State of Digital