1. Create one campaign for each key market, then create one catchall campaign for the remaining markets
For example, if the United States and Germany are your key markets, and other countries like Italy and Spain are minor markets, create one campaign for each of your key markets, and then create one broadly targeted campaign for the rest of the world.
2. Choose an automated bidding strategy for each campaign
You'll want to set bids for each campaign, and using automated bidding can help you get started quickly. Hotel Ads offers several automated Smart Bidding strategies, including CPA (pay-per-conversion) and Target ROAS (return on ad spend).
3. Ensure you're reaching all your potential customers
Make sure you have active campaigns that target all your markets, and all your hotels. Check the Missed Opportunities report to ensure there are no issues with your Hotel List feed, price feed, bids, or point-of-sale URLs.
1. Improve performance by using ad groups to group similar hotels
You can use ad groups to improve the performance of automated bid strategies by grouping hotels with similar characteristics within each campaign. You can also use ad groups to set group-level bid overrides and multipliers if you use manual bidding. For example, you may want to group your top-converting hotels into one ad group, your flagship hotel brand might be in another ad group, and your hotels in Florida in another ad group.
2. Target and budget for specific hotels using campaigns and ad groups
If you have distinct budgets or goals for different sets of hotels (e.g. different brands, or different ROI objectives) you can use multiple campaigns and ad groups to target only some of your hotels with each campaign and bid strategy.
For each campaign where you want to target just some hotels, create one or more ad groups with the targeted hotels, and then set the "Ungrouped" ad group to be paused. This will ensure your campaign only targets the hotels you've put into one of its' ad groups.
3. Use manual bidding with Enhanced CPC
If you want more direct control over your bids and cost-per-click, you can use manual bidding to set Maximum CPC (cost-per-click) bids for each ad group or hotel in your campaign.
Note: The value of a click can vary a lot depending on the traveler's device or itinerary. When you use Enhanced CPC (ECPC) together with manual bidding strategies, the Smart Bidding algorithm will automatically adjust your bids up or down so you get more high-value clicks, and fewer low-value clicks. You must implement conversion tracking to use ECPC.
You can optionally set custom bid multipliers for your campaigns or ad groups for even more control. Learn more about bid multipliers.
4. Target specific devices or itineraries using zero bid multipliers
If you want to maximize your control over your bids and cost-per-click for some markets, you may want to create specialized campaigns that target specific devices or itineraries. This can be done by creating a set of campaigns, each of which uses manual bidding and zero bid multipliers, to focus on a specific combination of devices or itineraries.
For example, you could create a set of 3 device-specific campaigns: one for mobile, one for desktop, and one for tablet. In each of the three campaigns, you'd set a positive bid multiplier for the device that campaign is targeting, and a zero bid multiplier for the other two devices. For example, if you set up a “desktop” campaign, set the “mobile” and “tablet” device bid modifiers to zero, and set a positive bid modifier on the “desktop” device modifier.
WARNING: Campaign bids (including a bid of zero) have higher priority than legacy account bids. This means that if you create a "mobile" campaign with a zero bid multiplier for desktop and tablet devices, you'll miss out on desktop and tablet traffic for the targeted countries and hotels regardless of your legacy account bids. To avoid limiting your reach you need to also create a "desktop" and "tablet" campaign with the same country and hotel targets, and positive bid multipliers for desktop and tablet devices.