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Auction Opportunities: Low Bids, No Bids, and Uncompetitive Rates

The Intelligence tab includes a series of reports showing missed opportunities. These reports list hotels that did not participate in the ad auction because the bids were too low or non-existent, or because the rates in your price feed were uncompetitive.

The Opportunity Report provides related data about missed opportunities, such as click share and missed impressions and participation rates.

To launch the Auction Opportunities reports:

  1. Open Hotel Ads Center in a browser.
  2. Select the Intelligence tab. The Reports view displays.

     

  3. Select one of the following from the left-hand navigation:
    • Low Bids: Ads for these hotels did not appear because your bids were too low. To achieve success in future bids, try increasing your bids, using Bid Multipliers, or using a bidding strategy that can automatically adjust your bids, such as Target ROAS.
    • No Bids: The hotels in this list did not appear because you did not define bids for them or your account's budget limit had been reached. To ensure that these hotels participate in auctions in the future, try using Hotel Groups to more easily define bids for multiple properties or increase your budget.
    • Uncompetitive Rates: The hotels in this list did not appear because the rates were uncompetitive or deemed to be inaccurate. Try updating the rates in your Hotel Price Feed or ensuring price accuracy.
  4. (Optional) Select filters at the top of the view to include or exclude hotels based on values such as the hotel ID, length of stay, or average bid.

     

    Set filter values to the right of each drop-down. To change a filter, select the drop down:

    The following table describes the available filters:

    Filter Description
    Device Type Filter the list of hotels by the type of device used by the end-user. Options include "desktop", "mobile", and "tablet". This option is displayed by default. The default value is "none", which means that all devices are included by default.
    Google Property Filter the list of hotels by the Google property on which the end-user searched. Possible values include:

     

    • "local_universal": The end-user found the ad through organic search, typically by searching on google.com.
    • "maps": The end-user found the ad through maps.google.com.
    • "placepage": The end-user found the add through plus.google.com/local.

    Note that depending on your ad traffic, you might not see all possible options.

    The default value is "none", which means that all hotels are included, regardless of which Google property the end-user searched on.

    User Country Filter the list of hotels by the country in which the end-user is located.

     

    The default value is "none", which means that the list will include all hotels regardless of the end-user's location.

    Length of Stay Filter the list of hotels by the number of nights in the itinerary. The default value is "none", which means that all itineraries are included.
    Partner Hotel Id Filter the list by the unique IDs for hotels. These IDs match the ID that you use in your Hotel List Feed. The default value is "none", which includes all hotels in the list.
    Eligible Impr. Filter the list by the number of times a hotel was eligible to be displayed to the end-user. The default value is "none", which includes all hotels, regardless of the number of eligible impressions.
    Hotel Name Filter the list by the name of the hotel, as it appears in your Hotel List Feed. The default value is "none", which means all hotels are included in the list.
    Avg. Ad Position Filter the list by the hotels' average ad positions. This value is weighted by the number of actual impressions. To arrive at average ad position for the Low Bid report, we use all of the bids where either the ad wasn't shown or where the ad position was > 2. We then average this out by the following formula:
    (impressions * ad_position) / (impressions)
    to get the average ad position for that device/length of stay/country grouping.

     

    The default value is "none", which means that all hotels are included, regardless of their average ad position.

    Missed Impr. Filter the list by the number of missed impressions for the hotels. This is the value of the total number of eligible impressions, minus the number of actual impressions. The default value is "none", which means that all hotels are included, regardless of the number of missed impressions.
    Avg Bid Filter the list by the average bid. To determine the average bid, we do a calculation that is similar to Avg. Ad Position, but the bid is weighted by eligible impressions:
    (eligible_impressions * bid) / (eligible_impressions)
    to get the average bid.

     

    The default value is "none", which means that all hotels are included, regardless of their average bid.

    Impr. Filter the list by the number of times an ad for each hotel was shown during the specified date range. For example, to only show hotels that received more than 5,000 impressions, set this value to "> 5000".

     

    The default value is "none", which means that all hotels are included, regardless of the number of impressions they received.

    For each filter, you can select from among the following operators:

    Not all options can use all the operators above.

    You can add more filters by clicking the "+" in the header:

  5. (Optional) For the Date field, select the beginning and ending of the date range that you want to report against, in YYYY-MM-DD format. You can select up to 30 days in the past. The default date range is the previous 7 days.
  6. Click the Apply Filters button to generate a report with the current settings.

     

    Hotel Ads Center generates a report with your settings. For a description of the columns, see the table below.

To download the Auction Opportunities reports, use the Download as CSV button.

The following table describes the columns available in the Auction Opportunities reports:

Column Description
DATE Defines the beginning and ending of the date range, in YYYY-MM-DD format.
PARTNER HOTEL ID The unique ID for hotel, as it appears in your Hotel List Feed
HOTEL NAME The name of the hotel, as it appears in your Hotel List Feed
DEVICE TYPE The type of device used by the end-user. Options include "desktop", "mobile", and "tablet".
LENGTH OF STAY The number of nights in the itinerary.
GOOGLE PROPERTY the Google property on which the end-user searched. Possible values include:

 

  • "local_universal": The end-user found the ad through organic search, typically by searching on google.com.
  • "maps": The end-user found the ad through maps.google.com.
  • "placepage": The end-user found the add through plus.google.com/local.

Note that depending on your ad traffic, you might not see all possible options.

USER COUNTRY The country in which the end-user is located.
MISSED IMPR. The number of times a hotel ad was not shown when it could have been shown. Missed impressions are calcuated as the number eligible impressions minus the number of actual impressions.
ELIGIBLE IMPR. The number of times an ad for the hotel could have been shown to the end-user.
IMPR. The number of times an ad for each hotel was shown during the specified date range.
AVG BID The hotel's average bid. To determine the average bid, we do a calculation that is similar to Avg. Ad Position, but the bid is weighted by eligible impressions:
(eligible_impressions * bid) / (eligible_impressions)
to get the average bid.

 

The default value is "none," which means that all hotels are included, regardless of their average bid.

This column is available in the Low Bid and Uncompetitive Rates reports only.

AVG. AD POSITION The hotel's average ad position. This value is weighted by the number of actual impressions. To arrive at average ad position for the Low Bid report, we use all of the bids where either the ad wasn't shown or where the ad position was > 2. We then average this out by the following formula:
(impressions * ad_position) / (impressions)
to get the average ad position for that device/length of stay/country grouping.

 

The default value is "none", which means that all hotels are included, regardless of their average ad position.

This column is available in the Low Bid and Uncompetitive Rates reports only.

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