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Setting Max CPC Bids

This section includes the following topics:

The simplest form of bidding is to use the Max CPC (Cost-Per-Click) bidding strategy and submit those bids using the Hotel Ads Center. With this approach, you pay based on whether or not end-users click on your ads. How much you pay depends on your bid type (fixed or percentage).


The following video describes the Max CPC bidding strategy in more detail:


Calculating Max CPC bids

Your base bid is your auction bid before any multipliers are applied. Base bids are one of the following types:

  • Fixed: A fixed bid amount per night.
  • Percentage: A bid amount calculated as the percentage of the total hotel price per night (including taxes and fees).

Fixed bids are static values, regardless of the cost of the room. For example, if you set a fixed bid of $2 for a one-night stay, then the most that the ad will cost is $2.00 if you win that auction. For a three-night stay, the most that the ad will cost is $6.00.

Percent bids are a percentage of the price of the room. For example, if you set a percent bid of 1.4% for a one night stay, and the room costs $100, then the most that the ad will cost is $1.40 if you win the auction.

With percent bids, the percentage is calculated for each night, even if the cost is different. For example, if the room-night price for the first night is $100, for the second night is $90, and for the third night is $80, then the most that the ad will cost is $3.78 if you win the auction:

3.78 = (1.4% x 100) + (1.4% * 90) + (1.4% * 80) or ($1.40 + $1.26 + $1.12)

Percent bids are proportional to the price(s) for the room, where an ad for a more expensive room can cost more. The advantage to using percent bids is apparent if your inventory has a wide variety of room prices.

In addition to bid type, Hotel Ads can adjust the amount of a bid by using factors such as the user’s device type or their country based on IP location.

All bids are on a per-night basis. This means that final bid amounts are multiplied by the number of nights for the end-user's chosen itinerary.

Setting a default bid for all hotels

You can set a default bid for all hotels in your account. This is called the account default bid.

The account default bid is the least-specific bid type, and applies only to hotels that are not in a group with a group default bid set, and do not have an individual hotel bid set. If you do not set an account default bid, then hotels without a more specific bid set do not participate in the auction.

To set an account default bid:

  1. Open the Hotel Ads Center.
  2. Select Dashboard in the Navigation Bar.
  3. In the Default Bid Editor, click the Edit button:

    The Edit Account Default Bid view displays:

  4. To use CPC bidding, select one of the following bid types:
    1. Select Max CPC - Percentage of Room Price to set the bid type to a percentage-based value.
    2. Select Max CPC - Fixed bid/night to set the bid type to a fixed amount for each night.
  5. Enter the bid amount in the Base bid field:
    1. For a percentage-based bid, enter the percent of the room price that the maximum bid will be when the bid is calculated. For example, to set your maximum bid to 2% of the room price, enter “2”.
    2. For a fixed bid, enter the maximum bid that you want to make in an auction for your account default bid per night. For example, if you enter $3, then your maximum bid for a three-night stay is $9.
  6. To apply Bid Multipliers to your account default bid, click the Edit button in the Bid Multipliers section next to either Max CPC - Fixed bid/night or Max CPC - Percentage of Room Price. For more information, see Using Bid Multipliers.
  7. Click the Save button. Hotel Ads Center saves your account default bid and immediately applies it during the next eligible auction.

For instructions on disabling the account default bid, see Disabling bids.

Setting a default bid on a Hotel Group

You can set a default bid that Hotel Ads uses for all hotels in a Hotel Group. This is useful if you created Hotel Groups in such a way that you want to apply the same bid or bid multiplier to all hotels in that group.

The default bid for a Hotel Group is called the group default bid.

Hotels in Hotel Groups that do not have a group default bid use the account default bid.

To set a default group bid for a Hotel Group:

  1. Open the Hotel Ads Center.
  2. Select Dashboard (the default) in the Navigation Bar.
  3. To view a list of your Hotel Groups, select “Hotel Group” (the default) in the View By drop-down list:

     

    Hotel Ads Center displays your Hotel Groups in the Performance Summary Table.

  4. Click the name of the group in the Performance Summary Table. The Default Bid Editor displays the number of hotels in the group and provides options for editing the group’s settings:

     

  5. Click the Edit button. The Edit Group Default Bid view displays:

     

    The default selection is Account Default, which means that the group does not yet have a group default bid set on it, and all hotels in that group will use the account default bid (unless you set an individual Hotel Bid on them).

  6. Select the bid type:

     

    1. To set the bid type to a fixed amount, select Max CPC - Fixed bid/night.
    2. To set the bid type to a percentage-based value, select Max CPC - Percentage of Room Price.
  7. Enter the bid amount in the Base Bid field:

     

    1. For a fixed bid, enter the maximum bid that you want to make in an auction for this Hotel Group and select the currency.
    2. For a percentage-based bid, enter the percent of the room price that the bid will be. For example, to set your maximum bid to 2% of the room price, enter “2”.
  8. To apply Bid Multipliers to your account default bid, click the Edit button in the Bid Multipliers section next to either Max CPC - Fixed bid/night or Max CPC - Percentage of Room Price. For more information, see Using Bid Multipliers.
  9. Click the Save button. Hotel Ads Center saves your group default bids and immediately applies it during the next eligible auction.

For information about creating a new Hotel Group and adding hotels to it, see Hotel Assignment tab.

For instructions on disabling the default group bid, see Disabling bids.

Setting bids on individual hotels

You can set a fixed-price or percentage-based bid on an individual hotel by using Hotel Ads Center.

A bid on an individual hotel is called the individual Hotel Bid. This is the most specific type of bid and it takes precedence over the group default bid (if the hotel is in a group) and the account default bid.

To set an individual Hotel Bid:

  1. Open the Hotel Ads Center.
  2. Select Dashboard (the default) in the Navigation Bar.
  3. To view a list of your hotels, select “Hotel ID” in the View By drop-down list.

     

    Hotel Ads Center displays your hotels in the Performance Summary Table.

  4. Click the name of the hotel in the Performance Summary Table. The Default Bid Editor displays information about the hotel and provides options for setting its bid:

  5. Click the Edit button. The Edit Hotel Bid view displays:

    The default selection is Account Default, which means that the hotel does not yet have an individual Hotel Bid set on it.

  6. Select the bid type:
    1. To set the bid type to a fixed amount, select Max CPC - Fixed bid/night.
    2. To set the bid type to a percentage-based value, select Max CPC - Percentage of Room Price.
  7. Enter the bid amount in the Base Bid field:
    1. For a fixed bid, enter the maximum bid that you want to make in an auction for this hotel and select the currency.
    2. For a percentage-based bid, enter the percent of the room price that the bid will be. For example, to set your maximum bid to 2% of the room price, enter “2”.
  8. To apply Bid Multipliers to your individual Hotel Bid, click the Edit button in the Bid Multipliers section next to either Max CPC - Fixed bid/night or Max CPC - Percentage of Room Price. For more information, see Using Bid Multipliers.
  9. Click the Save button. Hotel Ads immediately applies your new bid setting during the next auction.

For instructions on disabling an individual hotel bid, see Disabling bids.

Bulk Editing Individual Hotel Bids

You can bulk edit individual Hotel Bids by using Hotel Ads Center. This lets you choose any number of individual hotels that you can apply the same bid and bid multiplier to. You cannot bulk edit Hotel Group bid settings.

To bulk edit Hotel Bids:

  1. Open the Hotel Ads Center.
  2. Select Dashboard (the default) in the Navigation Bar.
  3. To view a list of your hotels, select “Hotel ID” in the View By drop-down list. Hotel Ads Center displays a list of hotels in the Performance Summary Table.
  4. Select the check-box next to each hotel in the Performance Summary Table that you want to apply bulk settings to.
  5. After you have selected the hotels that you want to bulk edit, click the Bulk Edit Bids drop-down list above the Performance Summary Table:

    Some options might be grayed out (unavailable) in the Bulk Edit Bids drop-down list. For example, if you selected Hotel Groups instead of individual hotels, you cannot perform bulk actions. In addition, you must select individual hotels that use all of the same bid type (fixed or percentage).

  6. Choose the bulk edit option that you want to perform. You can choose from the following options:
    • Set Bids: Sets the bid amounts for the selected hotels. For more information, see Setting Bids on Individual Hotels.
    • Modify Bids: Increases or decreases the bid values for the selected hotels, up to a specified maximum or minimum.
    • Set Bid Multipliers: Sets Bid Multipliers for the selected hotels. For more information, see Setting Bid Multipliers.
    • Use Default Bid Multipliers: Removes any custom modifiers for the selected hotels. These hotels will then use only multipliers applied to their group or the account.

      All settings that you make with the bulk edit options are applied to the individual hotels. This means that these settings take precedence over group default bids or account default bids settings.

Editing bids offline

You can modify your bids while working offline. You do this by using a CSV (comma-separated value) file. You download your current bid settings as a CSV file, edit the settings, and then upload the new CSV file to Hotel Ads Center.

Google recommends that you use a spreadsheet or other document editor that supports importing and exporting CSV values so that you can easily see which values are in which columns.

When you export your bid settings to work offline, you can export all bids or all bids in only one Hotel Group.

To edit bid settings offline:

  1. Open the Hotel Ads Center.
  2. Select Dashboard (the default) in the Navigation Bar.
  3. Above the Performance Summary Table, select “Edit Bids Offline” in the Bulk Edit Bids drop-down list:

  4. Hotel Ads Center displays the Edit Bids Offline view, below. To edit a single Hotel Group’s bids, select the Hotel Group in the Select Group drop-down list. To edit bids for all hotels, select "All Properties" in the list.
  5. Download the CSV file by clicking the “Download” link in Step 2 of the Edit Bids Offline in Bulk view:

    Be sure to make a backup copy of the CSV file on your local machine.
  6. Edit the CSV file in an editor that supports the CSV format. For details about editing the CSV file, see Editing Bids CSV Files.
  7. To upload the new CSV file, return to the Edit Bids Offline view and click the Select File button:

    Hotel Ads Center uploads the new CSV file and displays information about it when it is finished uploading:

  8. Validate the format of the file by clicking the Validate File button. If there are no errors, Hotel Ads Center enables the Apply Bids button. This button is disabled until you validate the new file.

    If the validator encounters errors in the CSV file, Hotel Ads Center displays a list of errors in the file, as the following example shows:

    Fix the errors in the CSV source file, save it, and upload the file again.

    If you cannot fix the errors, then you do not need to load a new CSV file. You can simply download a new one with the current settings and begin your offline editing again.

  9. Click the Apply Bids button to begin using the new bid settings in your account. You cannot click the Apply Bids button until you have uploaded and validated the CSV file.

Disabling bids

You can disable bidding at any time by using Hotel Ads Center’s Budget view.

To disable all bidding:

  1. Open the Hotel Ads Center.
  2. Select Budget in the Navigation Bar. The Configure Spending Cap view displays:

  3. Select Daily Spending Cap and enter “0” in the field next to it:

  4. Click the Update Budget Settings button. Hotel Ads disables all of your bidding in the Hotel Ads auctions.

You can also disable bidding for Hotel Groups or individual Hotel Bids.

To disable bidding for all hotels in a Hotel Group:

  1. Open the Hotel Ads Center.
  2. Select Dashboard (the default) in the Navigation Bar.
  3. To view a list of your Hotel Groups, select “Hotel Group” in the View By drop-down list. Hotel Ads Center displays your groups in the Performance Summary Table.
  4. Click the name of the group in the Performance Summary Table. The Default Bids Editor displays details about the Hotel Group and options you can perform on that group.
  5. In the Default Bids Editor, enter “0” in the Group Default Bid field.
  6. Click the Save button.

    Hotel Ads Center saves your group default bid. If any of the hotels in the group have an individual Hotel Bid set, you must also override that.

To bulk override individual hotels settings in a Hotel Group:

  1. Open the Hotel Ads Center.
  2. Select Dashboard (the default) in the Navigation Bar.
  3. To view a list of your Hotel Groups, select “Hotel Group” in the View By drop-down list. Hotel Ads Center displays your groups in the Performance Summary Table.
  4. Click the name of the group in the Performance Summary Table. The Default Bids Editor displays details about the Hotel Group and options you can perform on that group.
  5. Select one or more hotels in the Hotel Group list by checking the check-box next to each hotel. You can select all hotels in the list by clicking the “select all” check-box in the header of the Performance Summary Table:

  6. Select "Set Bids" in the Bulk Edit Bids drop-down list. The Bulk Edit Bids view displays:

    To set all bids to “0”, select the Group Default radio button. This assumes that you have already disabled the group's bids by using the previous procedure.

    To set just the Bid Multipliers to “0”, click the Use Default link next to the Bid Multiplier for this group:

  7. Click the Save button.

To disable an individual Hotel Bid:

  1. Open the Hotel Ads Center.
  2. Select Dashboard (the default) in the Navigation Bar.
  3. To view a list of your hotels, select “Hotel ID” in the View By drop-down list. Hotel Ads Center displays your hotels in the Performance Summary Table.
  4. Click the name of the hotel in the Performance Summary Table. The Default Bid Editor displays information about the hotel and options you can perform on the hotel.
  5. In the Bid Editor, enter "0" in the Hotel Bid field.
  6. Click the Save button. Hotel Ads Center saves your changes. This hotel will not participate in Hotel Ads auctions unless you have an account default bid set or the hotel is in a Hotel Group that has a default group bid set.

Simulating bids

Hotel Ads Center includes a report that shows the effects of simulated bids. This can help you understand what a high-performing bid is, or see places where your current bids might be under-performing.

For more information, see Bid Simulation Reports.

Bids API

The Bids API retrieves bids that you have submitted, including any multipliers applied to those bids. For more information, see Bids API.

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