Enhanced CPC bidding

Note:  Enhanced cost-per-click (ECPC) is a Smart Bidding strategy that works with Hotel campaigns and replaces the automatic bid multipliers (ABM) strategy. You can still use automatic bid multipliers until May 2018, when it will be sunset along with legacy account structures. If you're using ABM, it's strongly recommended that you switch to campaigns and use ECPC.

Overview

Enhanced cost-per-click (ECPC) adjusts your bid up or down at auction time automatically. Campaigns with the Max CPC (fixed or percent) or Budget Optimizer bid strategies can use ECPC.

You can't use ECPC when the campaign's bid strategy is CPA, Target ROAS, or Commission. Learn more about bidding with campaigns

ECPC is a campaign-level setting. You can enable ECPC in addition to having custom bid multipliers, which can be set at the campaign or ad group levels. To use ECPC, a campaign must have conversion tracking enabled.

How it works

Enhanced CPC compares performance metrics like device type, user country, advanced booking window, and others indicators to find your best converting and most valuable segments. Based on this analysis, ECPC 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.

Benefits 

  • Granular, real-time bid adjustments during an auction that target your best performing customer segments
  • More control than CPA (a pay-per-conversion strategy) or Target ROAS

Before you begin

To use ECPC, you must have conversion tracking enabled. It's also strongly recommended you use the following parameters with conversion tracking:

  1. hct_base_price
  2. hct_currency_code

Optional: The following parameters also help Google optimize your performance:

  1. hct_checkin_date
  2. hct_checkout_date
  3. hct_partner_hotel_id
  4. hct_total_price

Optional: It's recommended to Include the following booking values:

  1. net_booking_value
  2. net_booking_value currency code

Enable or disable ECPC in your Hotel Ads account

ECPC will be enabled by default for all new campaigns that have the Max CPC or Budget Optimizer bid strategies.The feature isn't available for advertisers using CPA, Target ROAS, or Commission bidding strategies.

Set Enhanced CPC for campaigns:

  1. Log into your Hotel Ads account and navigate to Dashboard.
  2. Click the campaign you'd like to configure for ECPC. (Note: You can only select ECPC when your bidding strategy is set to Max CPC or Budget Optimizer).
  3. Click the Campaign settings button.
  4. Click the Enhanced CPC box to enable it.

Bid calculations for ECPC

The following table shows how the final bid is calculated based on whether ECPC is enabled and if there is a custom bid multiplier:

ECPC Custom bid multiplier Bid calculation
Enabled YES Final bid = bid * ECPC multiplier * custom bid multiplier
Enabled NO Final bid = bid * ECPC multiplier
Disabled YES Final bid = bid * custom bid multiplier
Disabled NO Final bid = bid

Automatic bid multipliers (legacy bidding only)

Note:  Enhanced cost-per-click (ECPC) is a Smart Bidding strategy that works with Hotel campaigns and replaces the automatic bid multipliers (ABM) strategy. You can still use automatic bid multipliers until May 2018, when it will be sunset along with legacy account structures. If you're using ABM, it's strongly recommended that you switch to campaigns and use ECPC.

Automatic Bid Multipliers ("ABM") is a feature that can simplify how you manage your bids in your Hotel Ads Center account.

Note: We strongly recommend that you closely monitor your average bid amount for 3-4 weeks after turning on ABM. If you see your average bid rise significantly, adjust your hotel-level bids down to lower your average bid amount. Hotel-level bid multipliers will override ABM. Hotel group-level multipliers will also override ABM when enabled at the account level.

How it works

ABM leverages the conversion tracking data your account reports to discover which segments of user traffic have the highest conversion rates for your account. ABM compares performance metrics like device type, user country, advanced booking window, and others indicators to find your best converting and most valuable 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.

Benefits of ABM

  • Granular, real-time bid adjustments during an auction that target your best performing customer segments
  • More control than Target ROAS 

Requirements to use ABM

To use ABM, you must have Conversion tracking enabled with the following required parameters:

  1. hct_base_price
  2. hct_currency_code

Optional: The following parameters also help Google optimize your performance:

  1. hct_checkin_date
  2. hct_checkout_date
  3. hct_partner_hotel_id
  4. hct_total_price

Optional: It is recommended to Include the following booking values:

  1. net_booking_value
  2. net_booking_value currency code

How to enable / disable ABM in your Hotel Ads Account

ABM will be enabled by default for advertisers who select Budget Optimizer as their bidding strategy, and can be enabled for advertisers using a CPC bid strategy. The feature is not available for those advertisers using 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.

ABM can be enabled on a group or account level by following the instructions below.

NOTE: Hotel-level bid multipliers will override ABM and hotel group-level multipliers will also override ABM when enabled at the account level.

To configure ABM at the account level:

  1. Log into your Hotel Ads account and navigate to Dashboard.
     

  2. Click Edit near the top navigation.
  3. Select an eligible bid strategy.
  4. Check the Use Automatic Bid Multipliers box.
     

To configure ABM at the group level:

  1. Log into your Hotel Ads account and navigate to Dashboard.
  2. Select the View By drop-down menu and click Hotel Group.


     
  3. Click a Hotel Group from the list and click Edit near the top navigation. Select an eligible bid strategy.
  4. Check the Use Automatic Bid Multipliers box.
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