TripAdvisor's friendship with Facebook hits its bottom line this quarter
Skift Take
Stephen Kaufer isn't going to be the most popular guy on Wall Street, but TripAdvisor's attempt to crunch user data and pour money into Facebook marketing to get better conversions for advertising partners, looks like a sage move. If analysts, looking for immediate results, don't like it, they can always write a review.
TripAdvisor has been diversifying its paid-search marketing away from Google and toward Facebook, and its stock took a beating over the last couple of days because of the new strategy.
That's because the new search engine marketing tactic, which is designed to increase partner conversions when users navigate from TripAdvisor to its hotel and online travel agency advertising partners, was cited as a key reason for TripAdvisor falling short of analysts' revenue expectations for the second quarter.
Revenue came in at $197 million, while the consensus expectations among analysts was a buffed up $207 million to $210 million.
TripAdvisor's stock was trading around $34.77 this m
