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Budgeting & Billing Guide

Hotel Ads supports budgeting via a daily spending cap. The cap is a value that you can apply, which will limit the amount of clicks you receive once the cap is reached. The cap applies to the entire account and can be changed at any time in the day. Setting no daily cap will ensure your ads reach their maximum potential.

This section includes the following topics:


The following video introduces you to setting a budget in the Hotel Ads Center:


Setting Spending Caps

Your "budget" (or daily spending cap) defines the maximum amount you're willing to spend on Hotel Ads on a particular day. You can set any budget you see fit; however, only budgets greater than $100 USD are guaranteed. In other words, Google provides refunds for overdelivery only on amounts greater than $100 USD.

Using the budget feature in the Hotel Ads Center, you can also:

  • Change your daily spending cap to help your ads reach their maximum potential.
  • Limit the maximum bid amount for any property. This is known as your maximum bid cap.

The following sections describe how to set your daily spending cap and maximum bid cap.

Setting a Daily Spending Cap

To set your daily spending cap (or budget), use either the Hotel Ads Center or the Bids API.

By default, no cap is selected for all new partners.

Note: Unless you specify a cap, Google shows your ads as frequently as possible to ensure that you achieve the maximum number of clicks for that day.

With the daily spending cap, Google shows as many ads as the daily cap allows, but may stop showing your ads before the daily cap is reached.

To set your daily spending cap:

  1. In a browser, open Hotel Ads Center.
  2. Select the Budget tab. Hotel Ads Center displays the Budget view:

  3. Select the Daily Spending Cap radio button.
  4. Enter the value to apply to your account.

    The default is No Cap.

    The minimum Daily Spending Cap is $100 USD per day.

  5. Select the currency (the default is USD).
  6. Click the Set button. Hotel Ads Center saves your changes and begins to use them immediately.

After setting a spending cap, you should check for trends in your Opportunity Report to ensure that you aren't missing out on revenue due to a different cap.

For information on using the Bidding feed to set your spending cap programmatically, see Setting a Daily Spending Cap.

Setting a Maximum Bid Cap

You can use the Hotel Ads Center to ensure that no bid exceeds a specified amount. If you a define maximum bid cap, then all of your bids will be at or below this value. The maximum bid cap is designed as an account-level safety valve to ensure that no bid exceeds the specified amount.

The maximum bid cap:

  • Makes sure that the combination of prices, itineraries, and bid multipliers never exceeds a threshold.
  • Is an account level setting used across all auctions.
  • Is applied as a final check after your bid is computed for an auction.

To set your maximum bid cap in the Hotel Ads Center:

  1. In a browser, open Hotel Ads Center.
  2. Select the Budget tab. Hotel Ads Center displays the Budget view.
  3. Select the Maximum Bid Cap radio button.
  4. Enter the value to apply to your account.

    The default is No Maximum Bid Cap.

  5. Select the currency (the default is USD). Note: Bid currency must be the same as budget currency.
  6. Click the Set button. Hotel Ads Center saves your changes and begins to use them immediately.

For information on using the Bidding feed to set your max bid cap programmatically, see Setting a Maximum Bid Cap.

Bidding strategies

Bids made with the following strategies are counted towards the spending cap:

The Commissions bidding strategy amounts do not count towards the daily spending cap.

Disabling Your Account

To temporarily disable your account, set your spending cap to $0. This goes into effect that day.

Spending Cap Report

The Spending Cap Report on the Budget tab of Hotel Ads Center shows how much of your daily cap was spent each day for the past 90 days. If auction opportunity has been limited by your daily budget cap, the report also provides estimates for the total missed opportunity.

Sub-Account Billing

Sub-account billing uses the following rules:

  • For sub accounts with billing set up: The Master Account’s budget and the sub account’s budget do not affect each other.
  • For sub accounts that do not have billing set up:
    • Sub account spending counts towards the Master Account's spending cap
    • If the Master Account's spending cap is reached, its sub account cannot continue to spend, even if the sub account's own cap was not reached

The following image shows simple account relationships between one Master Account and two sub-accounts:

Because sub-account 1 has its own billing set up, its budget is completely separate from the Master Account. The Sub-Account's budget can be more or less than the Master Account's spending cap. Sub-Account 1 will continue to spend regardless of whether the Master Account has reached its cap. At no time does the Master Account's budget affect Sub-Account 1. If Sub-Account 1 reaches its spending limit, the Master Account is not affected. If the Master Account reaches its spending limit, Sub-Account 1 is not affected.

The spending caps for sub-accounts 2 and 3, on the other hand, are affected by the Master Account's spending cap. In this example, the overall budget for the Master Account and its sub-accounts is $100. The specific cap for sub-accounts 2 and 3 is $75 each. If the Master Account's own cap is reached during a day, then all sub-accounts are suspended for that day. Sub-account spending applies to the Master Account. So, for example,  if sub-account 2's spending reaches $75 for the day, the Master Account has only $25 remaining for its own hotels or other sub accounts without their own billing.

Budget FAQ

This section provides answers for some commonly asked questions regarding budgets.

What if I change my cap in the middle of the day?

If you specify a daily spending cap you will not be charged more than that cap on any given day. If you change your daily spending cap, that day's maximum charge will be based on the higher cap.

To remove the cap, you can use the "no cap" option in the Hotel Ads Center, OR, you can send a value of -1 via the Budgets API.

What if I spend over my cap?

You should not spend over the daily cap you set. However, if you feel like you have spent over the cap please contact Google.

Can I set a budget of $0?

Yes, spending caps of $0 are allowed. This will function the same as disabling your account and will go into effect that same day.

Billing FAQ

This section provides answers for some commonly asked questions regarding billing.

How am I billed?

Hotel Ads invoices are emailed once a month on the second business day of the month to the billing contacts you specify. Hotel Ads invoices are separate from standard AdWords billing, and cannot be billed through AdWords or through an MCC account.

How do I request a change to my billing contact info

Please contact us via the contact form.

What Google email address sends the invoices?

Invoices will come from “maps-ads-billing@google.com”. Please add this to your email "safe address" list so it's not caught by your spam-blocker.

How many email contacts can I request to receive Hotel Ads invoices from Google?

Invoices can be sent to a maximum of five email addresses. (Example: you, your agency, your account manger, and two additional contacts if needed).

Can Google bill my agency rather than billing me directly?

Google can bill agencies instead of end customers. All we need is the billing information for the agency and the end customer name to reference on the invoice (so the agency has a way to identify who the invoice is for).

Can I get sent a paper bill?

No, all invoices are sent via email.

Which country are Hotel Ads billed out of?

If you are in the United States you will be billed from Google in Mountain View, CA. If you are based outside the United States you will be billed from Google Ireland. All invoices are sent via email, not physical mail.

What billing currencies are supported? 

For a full list of currencies supported, please reach out to your Account Manager.

What details are shown in the invoice?

Clicks and cost. We do not include hotel/URL specific details.

Will my invoice show a breakdown of costs by brand, hotel, or geo?

Your invoice will not show a breakdown of costs by brand, hotel, or geo, but you can create a custom report using the Reporting API to see costs by brand, hotel, or geo.

What are invalid clicks?

Invalid traffic refers to clicks and impressions on Hotel Ads that we suspect aren't the result of genuine customer interest. For more information, see Invalid clicks.

How are exchange rates handled for billing?

When you first configure Hotel Ads, you choose the currency that you would like to be billed in. This is your billing currency.

Your bill is a sum of the Cost Per Click (CPC) of all ads that an end-user clicks on.

The following steps describe how the currency conversion is applied to the CPC:

  1. You enter a bid in your billing currency. For a percentage bid, Google uses the same currency as the hotel rate.
  2. At auction time, Google converts your bid to USD to compare it with other partners. Google also calculates the anticipated CPC for each ad in your billing currency, and stores its value (for your bill) as well as the USD value (for the reports).
  3. If your ad is clicked, Google stores the CPC in your billing currency and in USD in the stats records. These stats are available throughout the month. Performance reports are shown in USD only.
  4. At the end of the month, Google adds the values of all of your CPCs during the month in your billing currency. Since these values were converted to your billing currency during the auction, Google does not convert them at this time.
  5. Google sends you the bill in your billing currency.

What is the source of currency conversion rates for my bill?

The source of exchange rate data for Hotel Ads is the same as for other Google products. For more information, see Currency Disclaimer.

Can I change the currency in which I am billed?

When you receive your bill, it is in the currency that you selected when first setting up your Hotel Ads account. To change your billing currency, contact your account manager.

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