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Automatic Bid Multipliers

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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