Featured Property, Placing a value on your site visitors

You can determine how much to bid for a Featured Property ad by calculating your conversion rate. For example, if you pay for 1,000 impressions, and you have a 10% click through rate, or 100 click throughs, and if you get two bookings for every 100 visitors to your home page (a 2% conversion rate), for an average of $300 per booking (2 nights at $150 per night) you have $600 in revenue for those 100 visitors. In this example, the value of each page impression is $0.60. Driving traffic to your Web site is an effective way to get "heads in the beds" as long as it doesn't exceed your break-even cost-or in this case, $0.60.