About hotel groups

 

Note: This article applies only to Hotel campaigns in Google Ads. If you haven’t yet migrated your Hotel campaigns to Google Ads, read the Hotel Ads Centre version of this article.

A hotel group is a way to organise your hotels and set base bids for certain attributes of hotels. You can organise hotel groups by class, country/region or brand.

For example, you may want to put your U.S. hotels into one hotel group, and your Germany hotels in another hotel group. Or you may want to put your three-star hotels in one hotel group and your five-star hotels in another hotel group. You could then set a different base bid for those hotel groups with the CPC (cost-per-click) bidding strategy.

This article covers hotel group subdivisions, bidding rules and how they work with ad groups.

Benefits

  • Set a CPC bid on a group of hotels or a specific hotel ID.
  • Exclude certain hotels in a hotel group from a particular ad group.
  • Customise your reporting for particular hotels.

Hotel group subdivisions available

  • Hotel country/region: The country or broad geographic region of the hotel.
  • Hotel state: The state or region in a country where the hotel is located. This is only available after subdividing by country/region.
  • City: The city that the hotel is located in. You can only subdivide by city after subdividing by country and state.
  • "Everything else": After you enter a subdivision, you will see a category in that subdivision called "Everything else". This includes all the hotels in the top subdivision that haven't been further subdivided. For example, if you subdivide by France as a country, you will see a category called "Everything else in France". Or if you subdivided your "All hotels" group by four-star and five-star hotels, you would see a category called "Everything else in all hotels", containing one-star, two-star and three-star hotels, or hotels with no star rating.​
    • Note: When a new hotel is added to your Hotel Centre feed, it will also automatically be added to the "everything else" Hotel group within your campaigns.
  • Hotel class, ranging from two-star to five-star. This class, which is identified by Google, represents the hotel's level of service, not its user-review rating.
  • Hotel ID: The ID of the hotel, which will display the hotel's name. Click on Bulk add values manually at the bottom to enter hotel IDs, or paste multiple hotel IDs from a spreadsheet.

How to subdivide or edit a hotel group

Bidding rules for hotel groups

When you set your campaign's bid strategy as Manual CPC or CPC%, you set the CPC bid amount at the ad group level, and can adjust that bid at the hotel group level. Note: You can't choose a different CPC bid strategy from what you set at the campaign level.

If you didn't set the campaign bid strategy as CPC, you can exclude a hotel from a campaign by excluding the hotel group that contains that hotel from the campaign. For instance, if you chose the Commissions pay-per-conversion strategy at the campaign level, but didn't want some hotels to participate in pay-per-conversion, you could exclude the ad group from a campaign.

The hotel group bid will take precedence over any ad group bid. For example, if you set a 2% CPC bid for your "France" hotels group, but a 1% CPC bid for the associated ad group, the hotel group bid will take precedence.

Bid adjustments at the campaign and ad group level, however, will still apply.

Learn more about bidding and bid adjustments for Hotel campaigns

Ad groups vs. hotel groups

  Ad groups Hotel groups
Structure You can create multiple ad groups within campaigns. Ad groups aren't used outside a campaign. Subdivide all your hotels into groups for each account and sub-account. Ad groups can contain the same hotel group divisions. 
How you create and edit them Use Ad groups in the page menu. Use Hotel groups in the page menu.
How they're used with bidding
  • Bid adjustments are set at the ad group level.
  • You can also set a max. CPC or max. CPC% bid at the ad group level.
Set a max. CPC% or max. CPC bid at the hotel group level.

Important: Hotel group base bids will override ad group base bids, but ad group bid adjustments will still apply.
Reporting See metrics by ad group, scoped to the specific campaign that the ad group belongs to. See metrics by hotel group.

Related links

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