Twelve months on since the OnHolidayGroup launched the cheekily named Google Bypass project, Google may have won the battle but possibly lost the war.
OHG unveiled the Facebook-based tool in late-August 2010 as a way to reward users for travel leads, instead of paying advertising fees to Google via keyword buying.
Run via OHG's consumer-facing Holiday Nights brand, users were encouraged to plug products around their social circle on Facebook and Twitter, with a cash reward via Paypal if someone clicks a link and makes a booking.
At the time, OHG CEO Steve Endacott claimed Google took an average of around 75% of an agent's (off or online) commission through PPC costs, so he would rather give the commission to an individual.
Inevitably, Google didn't quite like the idea of Google Bypass, or at least the name of it, so slapped OHG with an injunction.
Undeterred, OHG continued with a new name, Share and Earn - and, according to Endacott, is now seeing the benefits of the scheme.
Holiday Nights is now spending 12% less on PPC ads on Google than it was 12 months ago, Endacott claims, but with passenger volumes still growing.
OHG is now spending around £1.5 million a year on keyword buying on Google.
Share and Earn is now on its third set of enhancements, with the latest allowing users to create a list of products to promote and then pass around their networks.
Endacott says:
"I have always said that this innovative social networking tool was highly experimental, but massively powerful if you get it right. The experience of the last year and the excellent customer feedback we have received, leads me to believe we are now getting this right."