About Hotel campaigns

Campaigns offer a robust set of features to manage and target your Hotel Ads

 

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

You can now manage your Hotel Ads bids and budgets across multiple campaigns, targeting different user countries and hotels, and choosing different bid strategies for each campaign. This article includes the following topics:

Benefits of campaigns

  • Target bids at a specific combination of user countries (origin) and set of hotels (destination). For example, you can reach US and Canadian customers looking at hotels in Latin America.
  • Set distinct budgets per campaign. For example, set a $1,000 per day budget for the EMEA region and a $5,000 per day budget for the US and Canada.
  • Use distinct bid strategies per campaign, depending on your objectives and desire to use automated bidding or manual bidding controls.
  • Modify bids and budgets for one campaign without affecting any others. For example, you can update device multipliers for all hotels in an campaign targeting the Asia Pacific region, but the EMEA campaign's device multipliers and performance remain unchanged.
  • Optimize for different traffic segments, such as mobile users in a particular country. For example, you can set up two campaigns for US and Canadian customers. Have one campaign target desktop users and the second campaign target mobile/tablet users.

Migrating to campaigns?

Learn more in our migration guide

How campaigns are structured

A campaign is a set of ad groups (targeted hotels and bids) that share a budget, user location targeting, and other settings. Instead of a single bid per hotel within an account, you can now set up multiple campaigns per account to run in parallel, each advertising your hotels to differently targeted user countries or traffic segments.

You can create campaigns in a master account or in your sub-accounts. Each campaign can bid on all of the hotels in your account's Hotel List feed, or you can pause some hotels in your campaign to only target specific hotels.

The following image shows the architecture of a Hotel Ads account that uses campaigns:


Campaigns have the following limits:

  • 50 campaigns per account (this includes all sub-accounts)
  • 2,000 ad groups per campaign

Targeting

Each campaign targets a combination of user country and hotel list.

By default, a new campaign will target all user countries. You can use the campaign settings tool to select specific countries to target or exclude.

By default, a new campaign will also target all hotels in your Hotel List Feed via the automatically created ad group named "Ungrouped." You can also create additional ad groups to subdivide your hotels into groups you will target and bid on, or exclude ad groups from a campaign by setting them to be paused. Individual hotels can also be paused in a campaign. Learn more about geographic (user location) targeting

Keep in mind:

 
When multiple campaigns from an account target an impression -- the same user country and hotel ID -- only one campaign enters the auction to prevent self-competition and double-serving. The campaign with the highest effective bid enters the auction.

Using ad groups

Within each campaign, you can create ad groups to:

  • Organize your hotels, and measure performance of groups of hotels in your campaign.
  • Group similar hotels to improve Smart Bidding performance. For example, you may want to group top-performing hotels, or hotels in a specific region, into a similar group.
  • Target specific hotels in your campaign, such as hotels in a specific region, or from a specific brand.
  • Set bid overrides and bid multipliers for groups of hotels if you use manual bidding such as Max CPC.
  • Configure callouts for specific sets of hotels. For example, you may want to list similar promotions for similar groups of hotels in your ad, or offer the same perks for hotels of the same type. Learn more about ad groups

Budgeting

You can set a daily spending cap on each campaign, and you can continue to set an account-level budget that defines the maximum you want to spend across all your campaigns.

You can set a maximum bid cap at the account level, and that cap will be applied across all of your campaigns. You cannot set set this at the campaign level. For more information, see Set a campaign's budget

Bidding

For each campaign you must select a bid strategy. All ad groups and hotels within the campaign use the same bidding strategy that was set at the campaign level. This bid strategy can be one of the following (for each campaign):

Smart Bidding strategies

Manual bidding strategies
  • Max CPC (fixed)
  • Max CPC (percent)

Tracking

Campaigns support two additional point-of-sale URL variables to help you track your leads and conversions. These variables are:

CAMPAIGN-ID: The unique ID of the campaign. This value is set by Google.

TRACKING-PARAM: A custom value for the campaign. This can be any campaign-specific information that you want to include in the URL. This value is settable via the “Campaign Settings” screen in the Hotel Ads Center, or via the Campaigns API.

Related links

 

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