June 19, 2024

Intraday Bidding for Metasearch: Everything Hotels Need to Know

Last quarter, Google presented intraday bidding for metasearch on Google Hotel Ads, contributing to their currently expansive arsenal of bid multipliers.

NB: This is a post from Koddi

Intraday bidding, also referred to as dayparting or advertisement scheduling, is a campaign-level bid multiplier and has actually been an important digital marketing tool for quite some time. However, its current release on Google Hotel Ads marks the first time it is readily available for metasearch.

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WHAT INTRADAY BIDDING IS AND HOW IT WORKS

You can set the portion increase or decrease for bid adjustments as soon as you produce your desired time slot. After the adjustment portion is set, intraday bidding will consistently change bids during the defined time slot.

Intraday bidding is a campaign-level quote multiplier developed by Google. The multiplier is developed to make bid adjustments and turn ads on or off during particular hours and days, including greater capacity for customization and optimization.

Below is a screenshot from the Google Ads center. The multiplier lies under the “Advertisement Schedule” tab on the left-hand side navigation menu. From here, you can adjust bids at specific times of the day or specific days of the week, or turn them entirely on or off.

WHAT INTRADAY BIDDING CAN AND CANT DO

Intraday bidding provides hoteliers the chance to:

Turn ads on or off throughout pre-set hours of the day or days of the weekSpecify pre-set hours and days of the week to change bidsAdjust CPC bids by portion boosts or decreasesIncrease visibility and the potential for reservations

The limitations of intraday bidding:

The release of intraday bidding on Google Hotel Ads is another valuable tool for digital marketers and hoteliers alike. Considering that intraday bidding is brand name new to metasearch, our team will continue to keep an eye on the benefits and drawbacks of using intraday bidding.

CRUCIAL THINGS TO KNOW ABOUT INTRADAY BIDDING.

Cant be used with other automated quote technique tools which consist of eCPC, CPA, and commission biddingIntraday bidding is a Google-only automated bidding technique toolCampaign level only.

From here, you can change quotes at particular times of the day or particular days of the week, or turn them entirely on or off.

Learn more articles from Koddi.

Permits marketers to bid up or down depending on time of dayIntraday bidding can set particular times of the day and/or week for incremental or overridden bid adjustments to take place.Applied at the project levelIntraday bidding is a campaign-level quote modifier, which suggests that any bid modifications or actions brought out are applied to all hotels within a campaign.If conversion based upon time of day differs for different brands, home types, gadgets, etc, campaign restructuring may be required in order to change intraday bidding multipliers based upon those distinctions.Easy to neglect and enable unmonitored bid adjustmentsSince intraday bidding is designed to constantly operate during pre-set hours and days, utilizing the multiplier can result in unmonitored quote adjustments. Utilizing intraday bidding can also increase the likelihood of double-bidding, without a user having complete knowledge of the hours when adjustments are automatically taking place, it can be much easier to neglect than other multipliers.Requires scheduling data with a high degree of granularityAs an outcome of intraday bidding working on a per hour basis, it requires booking information to be dissected into per hour worths to determine efficiency effectively.Typically marketers view their analytics information aggregated at an everyday level. In order to examine this data appropriately, you will need to sector this data by hour.

A hotel in Florida has an existing advertisement group max CPC bid of $1.00. With intraday bidding, this hotel can set a bid change of +10% for these time durations. Their optimal bid for these time durations would be $1.00 x (+10%) = $1.10.

Hypothetical use case 1:.

Roadside properties in Texas notice they receive almost no traffic Monday through Wednesday mornings from 6am until 11am. Intraday bidding empowers these homes to turn off their bids during these hours, to ensure they arent spending excess cash throughout low peak hours.

The intro of intraday bidding for metasearch is a groundbreaking advancement for digital marketers and the travel industry for many factors..

Using intraday bidding can also increase the possibility of double-bidding, without a user having full understanding of the hours when changes are automatically happening, it can be much easier to neglect than other multipliers.Requires reserving information with a high degree of granularityAs an outcome of intraday bidding operating on a per hour basis, it needs scheduling data to be dissected into per hour worths to measure efficiency effectively.Typically marketers see their analytics data aggregated at an everyday level.

A hotel in Florida has an existing advertisement group max CPC bid of $1.00. Based on recent trends theyve seen, Tuesdays and Thursdays between 2pm and 6pm have actually increased traffic. With intraday bidding, this hotel can set a bid modification of +10% for these time durations. Their optimal quote for these time periods would be $1.00 x (+10%) = $1.10.

Roadside homes in Arizona notice they get more demand on Friday nights in between 6pm and 9pm. With intraday bidding, these homes can set a +25% multiplier between these peak hours to increase presence and drive additional bookings.

Hypothetical use case 3:.

Theoretical use case 2:.

HOW TO INCORPORATE INTRADAY BIDDING INTO YOUR MARKETING.