Campaigns bidding guide

This section explains how bidding and bid strategies work with campaigns, and includes the following topics:

Overview

Hotels and ad groups within a campaign all use the same bid strategy, which is set at the campaign level. Every campaign has a campaign default bid which will be used for all ads in that campaign. Depending on the bid strategy you select, you can optionally set more granular bids at the ad group or individual hotel level.

If you want to use different bidding strategies, you can do so by creating multiple campaigns. For example:

  • Set up different campaigns that target different ad groups and hotels.
  • Set up different campaigns that target different user countries.
  • Pause ad groups or hotels from appearing in one campaign, and run them in another campaign that has a different bid strategy.

If you change an existing campaign's bid strategy, any existing ad group and hotel-level bids will be cleared. Ad groups will remain unchanged, and any paused ad groups or hotels will remain paused. Learn more about What's changing with campaigns

Choosing a bid strategy

Smart Bidding strategies

Bidding strategy Type When to use Optimizes for What you can control
CPA Automated You want to maximize the number of conversions while keeping costs predictable. You bid a percent of the booking value, and the bid is automatically adjusted. Conversion value Cost per conversion
Target ROAS Automated You want to automatically adjust your bids for every auction based on an expected return on ad spend. Requires conversion tracking. Conversion value
  • Return on ad spend
  • Campaign budget
Enhanced CPC Semi-automated You want to automate chosen bid multipliers to prioritize your best converting traffic.

Note: Works only with the Max CPC bidding strategies. Requires conversion tracking.

Conversion rate
  • Campaign Budget
  • Bids
  • Bid Multipliers
Commission program Automated You want to maximize conversions with automatic bid adjustments, but only pay Google after a customer completes a stay.

Note: This strategy is available only to qualified partners. Requires conversion tracking.

Consumed stays
  • Commission value

Manual bidding strategies

Max CPC (percent) Manual You want to maximize clicks by bidding a percentage of the hotel price per night.

You want to use Enhanced CPC to automate bid multipliers, or manually adjust bid multipliers.

Clicks
  • Campaign budget
  • Cost-per-click
  • Enhanced CPC
  • Bid multipliers
Max CPC (fixed) Manual You want to maximize clicks by bidding a fixed bid amount per night.

You want to use Enhanced CPC to automate bid multipliers, or manually adjust bid multipliers.

Clicks
  • Campaign budget
  • Cost-per-click
  • Enhanced CPC
  • Bid multipliers

Bidding levels

The following table summarizes the levels at which bids of each type can be set within a campaign, and whether they can be combined with ECPC or manual bid multipliers.

Bid strategy

Level where bid/target is settable

Strategy works with...

Campaign Ad group Hotel ECPC Manual bid multipliers
Automated
CPA (pay-per-conversion) YES Pause only Pause only NO NO
Target ROAS (return on ad spend) YES Pause only Pause only NO NO
Commission (net of cancellations) YES Pause only Pause only NO NO
Manual
Max CPC (percent) YES YES YES YES YES
Max CPC (fixed) YES YES YES YES YES

Manual bid multipliers and campaigns

Bid multipliers are used to adjust bids up or down based on factors such as the end-user's device, country, or itinerary.

You can use manual bid multipliers with the following bid strategies:

  • Max CPC (fixed)
  • Max CPC (percent)

The following table shows the valid range of values and levels at which manual bid multipliers can be applied. Note: A value of 1.0 indicates no change in the base bid. A value of 0.1 is a 90% decrease in the base bid, while a value of 2.0 is a 100% increase in the base bid:

Adjustment Valid Range Level (where custom bid multiplier is settable)
Campaign Ad group Hotel
Device types [ 0, 0.1 - 10.0 ] YES YES NO
User country [ 0.1 - 10.0 ] YES NO NO
Advance booking window [ 0, 0.1 - 10.0 ] NO YES NO
Check-in day [ 0, 0.1 - 10.0 ] NO YES NO
Length of stay [ 0, 0.1 - 10.0 ] NO YES NO
Date type [ 0.5 - 2.0 ] NO YES NO
Enhanced CPC auto YES NO NO
Audience list [1.0 - 3.0] YES NO NO

Notes:

  • A value of 1.0 set in the Bids API indicates no change in the base bid. A value of 0.1 is a 90% decrease in the base bid, while a value of 2.0 is a 100% increase in the base bid.
  • When you set more than one bid adjustment in your campaign, those adjustments are typically multiplied together to determine how much your bid will increase or decrease. Keep in mind that combined bid adjustments can’t exceed a 900% bid increase. For example, a $1 bid with a device increase of 900% combined with a location increase of 900% will result in a bid of only $10. The lowest possible bid adjustment when combining multiple bid adjustments is -90%.
  • If an ad group has a device multiplier set, that value will be used instead of the campaign device multiplier. For example, if a campaign sets the device type multiplier for desktop devices to 2, and the ad group sets it to 1.5, the ad group multiplier of 1.5 will be used.

  • 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.
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