Commissions (per conversion) is a way to pay only when a traveler books your hotel. Commissions is a Smart Bidding strategy that automatically adjusts your bid to help you maximize conversions. You pay a percentage of the booking value that you set.
- Overview of commissions (per conversion)
- Set up commissions
- Evaluate performance
- Frequently asked questions
Commissions (per conversion) helps you achieve a predictable cost per conversion. This cost is a percentage of the booking value that you set in Google Ads. The commission should represent how much revenue you're willing to spend on hotel ads for each dollar that you earn from bookings from your hotel ads.
- Maximize your conversion value with minimum effort
- Define a consistent cost relative to revenue you earn from hotel ads
- Adaptive learning predicts performance at different bid levels to maximize conversions
- Auction-time bidding for every auction, not just a few times per day
Before you can use commissions (per conversion), you need the following from the Global Site Tag (gtag.js):
Conversion tracking with the following required parameters:
While optional, these parameters also help Google optimize your performance:
The value of
'value' is used to compute your commissions (per conversion) cost for a particular conversion. If the value is not provided, Google will interpret that conversion as having zero value.
There is no minimum number of conversions required to enable a campaign using commissions.
The commissions (per conversion) bidding strategy predicts future conversions and associated values by using your reported conversion values, which you assign through conversion tracking. Then commissions sets an optimal CPC (cost-per-click) bid while trying to maximize total conversions at the cost-per-conversion equal to your target.
To help improve your performance, the (per conversion) strategy adjusts bids using auction-time details such as the traveler's device type and location, the Google site where the hotel ad appears, geographic location, itinerary, and hotel price.
The average cost-per-click will vary, but regardless of the number of ad clicks, you only pay if a conversion happens.
|Users who didn't convert||Users who do convert|
For general information on conversion tracking and how Google uses conversion tracking data, see track sales and other conversions.
To find the right commissions (per conversion) bid, determine what distribution margin you want to spend for your bookings.
For example, if your goal is to spend an average of 12% of booking value and maximize your booking revenue, and you have a cancellation rate of 10%, then your commission bid should be 10.8%.
If you decrease the commission, your bid in the auction will decrease and can result in less bookings. Similarly, if you increase the commission bid, your bid in the auction will increase and can result in more bookings. Keep in mind this depends on the auction, and booking volume changes aren't guaranteed with commission changes.
Conversion metrics such as "Conversions" and "Average Booking Value" can be updated one or more days after a click occurs depending on when an individual user converts and your account's attribution window (the number of days after the customer clicked that we'll attribute a conversion to a click). This means that the cost for a campaign using a commission bid strategy can also change one or more days after a click.
You can view the current conversions and cost-per-conversion for a campaign in the campaign summary table. Learn more about your conversion data
This section lists some best practices when setting up and using the commissions (per conversion) bidding strategy.
- To get the best performance with commissions (per conversion), your campaign should have at least 10 conversions per week. If your campaigns don't have this many conversions per week, consider merging some campaigns together when using commissions.
- Organize hotels into different campaigns depending on distribution margin or conversion rate. Commissions may perform better when partners group hotels with similar ROI goals and performance. Learn more about hotel groups
- Allow the campaign to accumulate traffic for at least 7 days before evaluating performance and making changes.
- Don't change your commissions (per conversion) bid more than once every few weeks. This gives you time to account for any conversion delays and give the commissions autobidder strategy time to adjust.
- Ensure conversion tracking is well implemented on all landing pages, and all devices. Outages in conversion tracking (complete or partial) can significantly impact your performance and volume.
- The more data Google Ads has, the more it can optimize per conversion bids.
- Keep in mind that changes in ad performance are natural, and you may need to use the commissions bid strategy for some time to understand how it affects your campaign's performance.
- Don't make large changes to a campaign while using commissions (per conversion). For example, don't pause all active hotel IDs and replace them with new ones.
- Don't remove your conversion tracking code from your website or move it to a different location while running the commissions (per conversion) bid strategy. These kinds of changes can result in significant changes in which clicks lead to reported conversions. If you do change your conversion tracking code, the pay-per-conversion bid strategy might need several weeks to adjust to these changes.
- Compare your clicks and conversion rate before and after using the commissions (per conversion) bid strategy to gauge its impact on your campaign.
On what levels can partners apply and set commissions (per conversion) bids?
Partners can use the per conversion bidding strategy at the campaign level only. It's not possible to set commissions bid overrides for ad groups or hotels.
How does the commissions (per conversion) bid strategy interact with the CPC auction?
When using the commissions (per conversion) bidding strategy, Google Ads sets optimal cost-per-click (CPC) bids for partners' hotels to help maximize booking value at the specified cost-per-conversion, which is a percent of booking value you set.
Are commissions (per conversion) costs billed as of the query date, click date, or conversion date?
Commissions (per conversion) costs are billed as of the date of the query. Google won't bill for conversions outside of the partner-configured attribution window.