Enhanced CPC bidding

  
Important: This article applies only to the Hotel Ads Center. If you migrated your Hotel campaigns to Google Ads, read about bidding for Hotel campaigns in Google Ads.

 

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) 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 other 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 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).
  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 Positive 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

 

Using ECPC with negative bid multipliers

Enhanced CPC can be used together with -100% negative bid multipliers to exclude certain traffic from your campaign. For instance, if you bid $5, select Enhanced CPC, and also set a -100% bid multiplier for mobile devices, your bid will be $0 for mobile devices.

 

Was this helpful?
How can we improve it?