Commission-based bid strategies in hotel ads to sunset

New Update: Commissions-based bid strategies will now be sunset on February 20, 2025.

Starting April 30, 2024, Commissions (per Stay) and Commissions (per Conversions) bid strategies will no longer be available for new Hotel Ads campaigns.

Active Hotel Ads campaigns with commissions-based bid strategies will continue to serve until February 20, 2025.

You will continue to have access to historical reporting data for the campaigns in question. We recommend shifting your campaigns’ bid strategies ahead of this date, in order for your campaigns to continue running. Reconciliation for Commissions (per Stay) will be offered for 9 months post deprecation (until November 30, 2025). If not reconciled, all conversions will be accounted for during billing.

Why this is happening

With upcoming industry-wide changes this year, such as third-party cookies phasing out, we are transitioning to more durable strategies that will help drive the performance needed to grow your business while meeting people’s expectations for privacy. Our travel commission-based bid strategies require third-party cookies to determine when a particular customer has stayed at a hotel to properly measure commissions.

Reconciliation for Commissions (per stay) will be offered for 9 months post-deprecation (until November 30, 2025). If advertisers don’t reconcile, they will be invoiced for all conversions they have received during the invoicing period.

What happens next

You can shift your campaigns’ bid strategies to Target ROAS or Enhanced CPC to ensure your campaigns continue to run. You can also create new campaigns with Performance Max for travel goals to cover the same inventory with a unified performance strategy.

Recommended: Target ROAS (target return on ad spend)

  1. In your Google Ads account, click the Campaigns icon Campaign.
  2. Click the Campaigns drop-down in the section menu, then click Campaigns.
  3. Hover over the campaign you want to edit and select the Settings icon.
  4. Under “Bid settings”, scroll to “Bidding” and click Change bid strategy.
  5. In the drop-down menu, select Maximize conversion value and input Target ROAS %.
  6. Click Save.

Enhanced CPC (enhanced cost-per-click)

  1. In your Google Ads account, click the Campaigns icon Campaign.
  2. Click the Campaigns drop-down in the section menu, then click Campaigns.
  3. Select the campaign that you want to edit.
  4. Click the Settings tab.
  5. Under “Bid settings”, go to “Bidding” and click Change bid strategy.
  6. Select from the “Manual bid strategies” options.
  7. Check the box next to “Help increase conversions with Enhanced CPC”.
  8. Click Save.

Performance Max with travel goals campaigns

Performance Max for travel goals is a goal-based, multi-channel campaign designed to drive more direct hotel bookings. It uses the full power of Google AI to help hotels reach the right potential guests across Google’s full range of advertising channels and inventory with one simple setup. Learn how to create a new campaign in the Performance Max for travel goals onboarding guide.

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