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Using Bid Multipliers

Hotel Ads lets you apply factors to your CPC bids for individual, group, or all hotels. When the bid amount is calculated, Hotel Ads calculates the final bid based on your bid type and these factors. These factors, called Bid Multipliers, are a feature of the Max CPC (fixed and percent) bid strategy. The Target ROAS and commission bid strategies do not use multipliers; bidding for different segments with these strategies is handled automatically.

This section includes the following topics:

Overview

Bid Multipliers can be based on one or more of the following dimensions:

  • Device type
  • End-user’s country
  • Length of stay
  • Google site
  • Check-in days of week
  • Date type
  • Advance booking window

For example, you can increase your bid for mobile end-users, or decrease your bids for users only looking to stay for one night. Dimensions can be combined, too, so that you can apply a multiplier to users staying 3 nights (length of stay dimension) who are booking in France (country dimension).

Bid multipliers can be applied as positive (increasing the bid) or negative (decreasing the bid). Positive Bid Multipliers can be from 0% (resulting in a bid that is the same as the base bid) to 1,000% (resulting in a bid that is 10 times the base bid). Negative multipliers can be from 0% (same as base bid) to 100% (resulting in a bid of 0).

Calculating Bid Multiplier Effects

Bid Multipliers are multiplied by the base bid plus 100% of the base bid to get the final bid. For example, if your base bid is $10.50 ($3.50 per night for 3-night stay), and the Bid Multiplier is 50%, then your final bid is $15.75, or:

$10.50 * 1.5

The following example shows how this might be calculated:

When there is more than one Bid Multiplier to apply, they are simply multiplied together, with the base bid amount, to get the final bid. The following example shows a more complex example that applies multiple Bid Multipliers:

In this example, the final bid is $13.10, or:

$8.91 * 1.15 * 1.1 * 0.775 * 1.5

To view the combined effects of all multipliers on your hotels, use the Bid Multipliers edit view, as described in Viewing the Effects of Bid Multipliers.

Setting Bid Multipliers in the Hotel Ads Center

This section describes how to use the Hotel Ads Center to apply Bid Multipliers. You can also use Bids messages to define Bid Multipliers and submit bids. For information, see Bids Message Syntax.

To set a Bid Multiplier in the Hotel Ads Center:

  1. Open the Hotel Ads Center.
  2. Select Dashboard (the default) in the Navigation Bar.
  3. Choose the scope of your Bid Multiplier:
    • To apply Bid Multipliers to all hotels:
      1. Click Edit in the Default Bid Editor. The Edit Account Default Bid view displays.
    • To apply Bid Multipliers to a Hotel Group:
      1. Click the name of the group in the Performance Summary Table.
      2. Click Edit in the Default Bid Editor. The Edit Group Default Bid view displays.
    • To apply Bid Multipliers to an individual hotel:
      1. Select “Hotel ID” in the View By drop-down list.
      2. Click the name of the individual hotel in the Performance Summary Table.
      3. Click Edit in the Default Bid Editor. The Edit Hotel Bid view displays.
  4. Click Edit in the Bid Multipliers section of the Bid views:

    Hotel Ads Center displays the Bid Multipliers edit view:

  5. Use the Multipliers tab bar to select the dimension to which you want to apply a multiplier. Use the Multipliers settings widget to adjust the settings for that dimension.

    The following table describes the options in the Multipliers settings widget for each dimension:

    Dimension Description
    Device Type Specifies a bid multiplier based on the type of device the end-user is using. You can set a custom bid multiplier for desktop, tablet, and mobile device users. 

    To apply a bid multiplier based on device type:

    1. Select DEVICE TYPE in the Multipliers tab bar.
    2. Select Increase By or Decrease By next to Desktop, Tablet, or Mobile, and enter a value in the field, as the example shows:

      The value that you enter is the percent by which Google Hotel Ads multiplies your default bid for end-users using that device type.

      In this example, the bid in an auction for an ad shown to an end-user who is using a mobile device is decreased by 10%.

    3. Click Save
    User Country Specifies a bid multiplier based on the country of the user based on IP location.

    To apply a bid multiplier based on the country:

    1. Select USER COUNTRY in the Multipliers tab bar.
    2. Start typing the full name of the country in this field and select the country in the drop-down list that appears.
    3. Click the Add button to add the selected country.
    4. From the country-specific drop-down list that appears, select Increase By or Decrease By and enter a value in the field, as the following example shows:

      The value that you enter is the percent by which Hotel Ads multiplies your default bid for end-users searching from that country.

      In this example, the bid in an auction for an ad shown to end-users who search from Turkey is increased by 20% (1.2 times the base bid), Indonesia 22% (1.22 times the base bid), and India 25% (1.25 times the base bid).

    5. Click Save

    To enter more than one country, repeat this process.

    Length of Stay Specifies a bid multiplier for end-users who want to book rooms for the specified minimum number of nights (known as the Length of Stay, or LOS). You can specify any number of nights between 1 and 14.

    To apply a bid multiplier based on the LOS:

    1. Select LENGTH OF STAY in the Multipliers tab bar.
    2. Enter a number of nights in the field provided, up to 14.
    3. Click the Add button to add a new multiplier for that number of nights.
    4. From the LOS-specific drop-down list that appears, select Increase By or Decrease By and enter a value in the field, as the following example shows:

    5. Click Save

    For any minimum stay provided, the associated multiplier is applied to that LOS, and any LOS greater than that day up to, but not including, the next LOS multiplier.

    For example, if you create an LOS bid multiplier for 3 nights with an increase multiplier of 20%, and a second LOS multiplier for 5 nights with a multiplier of 30%:

    • For a user searching with an LOS of 3 or 4 nights, the bid is increased by 20% (1.2 times the base bid).
    • For a user searching with an LOS of 5 or more nights (up to 14), the bid is increased by 30% (1.3 times the base bid).
    Google Site Specifies a bid multiplier based on the Google site on which the end-user searches.

    You can apply a bid multiplier based on one or more of the following Google properties:

    • Local Universal: The user found the ad through an organic search, typically by searching on google.com.
    • Map Results: The user found the ad through maps.google.com.
    • Place Page: The user found the ad through a G+ place page.

    To apply a bid multiplier based on the Google site:

    1. Select GOOGLE SITE in the Multipliers tab bar.
    2. Next to each of the properties’ drop-down lists, select Increase By or Decrease By and enter a value in the field, as the following example shows:

      The value that you enter is the percent by which Hotel Ads multiplies your default bid for end-users searching on that web site.

      In this example, the bid in an auction for an ad shown to an end-user who searches on Google Maps is increased by 15% (1.15 times the base bid). The bids for all other options are unchanged.

    3. Click Save
    Check-in Day of Week Specifies bid multipliers to apply to ads shown based on the day of the week on which the end-user wants to check in. For example, you can set a higher multiplier for weekend check-ins and a lower multiplier for weekday check-ins.

     

    To apply a bid multiplier based on the check-in day of week:

    1. Select CHECKIN DAY OF WEEK in the Multipliers tab bar.
    2. For each day of the week, select Increase By or Decrease By and enter a value in the field, as the following example shows:

      In this example, bids for check-ins on Mondays and Tuesdays are reduced by 10% (.9 times the base bid), but Friday check-ins are increased by 22% (1.22 times the base bid).

    3. Click Save
    Date Type

    Specifies bid multipliers to apply to ads shown based on whether users search for specific dates or simply search and see prices with default dates.

    To apply a bid multiplier based on the date type, follow the steps below:

    1. Click Date type in the Multipliers tab bar.
    2. Select Default date or User defined date, select Increase by or Decrease by, and enter a value in the field:



      Note: This multiplier is limited to values from 0.5 to 2 (or decrease by 50% to increase by 100%). In this example, bids for Selected dates were increased by 50% (1.5 times your base bid).
    3. Click Save.
    Advance Booking Window (ABW) Specifies bid multipliers to apply to ads shown based on the number of days in advance that the end-user wants to check in. For example, you can set a higher multiplier for bookings that are coming up sooner, and a separate multiplier for those that are further in the future.

    To apply a bid multiplier based on the number of advance booking days:

    1. Select ADVANCE BOOKING WINDOW in the Multipliers tab bar.
    2. Enter a number of nights in the field and click the Add button. The following example increases the bid for bookings that are 7 or more days in advance of the check-in date:

      You can enter multiple values to apply different multipliers to up to 10 different ranges of ABWs. Each multiplier is applied to any number of days up until the next higher ABW multiplier, or 330 days (the maximum). The following example defines advance booking window multipliers for 5 different ranges:

      For an example of using multiple multipliers to define advance booking window ranges, see Scenario #12: Gradually Reduce Bids for Early Bookings.

      The maximum number of advance days is 330. It is calculated based on the date in the hotel's time zone when the request is made.

    3. Click Save

    The minimum bid multiplier is 0% (resulting in a bid that is the same as the base bid). The maximum positive bid multiplier is 1,000% (resulting in a bid that is 10 times the base bid). The maximum negative bid multiplier is 100% (resulting in a bid of 0).

  6. Click the Save button in the Bid Multipliers edit view to save your changes to the Bid Multipliers.
  7. Click the Save button in the Edit Bid view to save your changes to the individual hotel, group, or account settings.

Automatic Bid Multipliers

Automatic Bid Multipliers ("ABM") is a feature that can simplify how you manage your bids in your Hotel Ads Center account. ABM uses conversion tracking data from your account to discover which segments of user traffic have the highest and most valuable conversion rates for your account.

ABM compares performance metrics like device type, user country, advanced booking window, and other indicators to find your best converting segments. Based on this analysis, ABM will adjust your bid up or down at auction time to reflect whether a particular auction is more or less likely to result in a valuable conversion for you.

ABM will be enabled by default if you use the Budget Optimizer bidding strategy. ABM can be enabled for the CPC bid strategy, but isn’t available to use with Target ROAS.

If you only target a particular region, or opt to disable traffic from mobile entirely, you may see large performance changes when you enable ABM. ABM treats all traffic equally when it’s first enabled, despite any opt-outs enabled on your account.

Tip: Learn more about Automatic Bid Multipliers.

Bid Multiplier Precedence

You can apply Bid Multipliers based on the bid level (individual, group, or account). For example, you can set a Bid Multiplier of +3% on all hotels in your account, and then override this value by setting a multiplier of +3.3% on all hotels in a particular Hotel Group, and further override this by setting a multiplier of +4% on an individual hotel.

Bid multipliers use the same order of precedence that bids do: If a bid multiplier is added to a particular Hotel Group, then that setting overrides multipliers at the account level. Similarly, a bid multiplier on an individual hotel overrides the multipliers at the group level.

You can mix base bids and multipliers to make managing your hotels simpler. For example, you can set individual base bids for individual hotels, and then set a single multiplier at the group level to adjust all of your bids.

Viewing the Effects of Bid Multipliers

Bid Multipliers, especially when applied to percentage-based bids, can make your final maximum bid difficult to calculate. You can use the Dashboard to view the effects of a bid multiplier.

To view the effects of Bid Multipliers:

  1. Open the Hotel Ads Center.
  2. Select Dashboard in the Navigation Bar.
  3. (Optional) Select an individual hotel or Hotel Group. The default is to view the default Bid Multipliers for all hotels.
  4. Click the Edit button in the Default Bids Editor section:

     

    Hotel Ads Center displays the Bids Editor.

  5. Click the Edit button in the Bids Editor:

     

    The Hotel Ads Center displays the Bid Multipliers edit view. At the top of this view, the effect of the Bid Multipliers is shown:

    The Bid Multipliers edit view displays the Base Bid, and also the range of the combined effect of all the applied Bid Multipliers (from Min Bid to Max Bid).

  6. To view a detailed list of the effects of each multiplier individually and in the aggregate, click the Details button:

     

You can sort the columns in the detail view by clicking the column header. This can help you identify the combinations of Bid Multipliers that lead to the largest effect on your final bid.

Resetting Bid Multipliers

You can reset (or remove) all Bid Multipliers from individual hotels, Hotel Groups, or all hotels in your account. You do this by clicking the Clear button in the Bid Multipliers edit view:

When you click the Clear button in the Bid Multipliers edit view, the Hotel Ads Center resets all Bid Multipliers for the hotel, group, or account to increase by 0%. You must then click the Save button to save your changes.

You can also remove Bid Multipliers for one or more individual hotels by using the Hotel Ads Center’s bulk editing capabilities. For more information, see Bulk Editing Individual Hotel Bids.

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