Sponsored Listings offers multiple targeting segments and bid adjustment types to help you reach the travelers most likely to book your property. This article explains when to use each targeting option, how to layer them safely, and how Dynamic Bidding affects the targeting options available.
Targeting Parameters: Which one to choose
Parameter | What It Does | When to Use It |
Boost | Adds a fixed dollar ($) amount to your bid for a specific segment | You want to prioritize a segment without restricting reach |
Multiplier | Increases your bid by a percentage (%) for a specific segment | You want bid adjustments to scale proportionally with your base bid |
Exact | Only shows your ad to the specified segment | You want to target a very specific audience |
Exclude | Prevents your ad from showing to a specific segment | You want to avoid serving ads to a particular audience (for example, 1-night stays) |
Dynamic Bidding and Targeting
The targeting options available depend on whether Dynamic Bidding is enabled for your campaign.
Dynamic Bidding | Available Targeting Options |
Enabled | Exact, Exclude |
Disabled | Boost, Multiplier, Exact, Exclude |
When Dynamic Bidding is enabled, the system automatically adjusts bids in real time based on the likelihood of a conversion. Because the bidding strategy is managed automatically, Boosts and Multipliers are not available. You can only use Exact and Exclude targeting.
If you want to apply Boosts or Multipliers for specific audiences, create a separate campaign with Dynamic Bidding disabled.
Start Broad, then optimize
The recommended approach is to start with a broad audience and refine your targeting as performance data becomes available.
Launch your campaign without targeting for at least 2-4 weeks to establish a performance baseline.
Review your Reporting page using Dimensions (such as Traveler Country, Device Type, and Length of Stay) to identify the segments driving the most bookings.
Apply a small Boost (for example, +$0.25) or Multiplier (for example, 120%) to your best-performing segments.
Increase bid adjustments gradually as you validate performance.
Targeting segments and when to use them
Length of Stay
Use this when longer stays generate higher-value bookings for your property.Example:
A resort finds that guests staying three or more nights generate a higher average daily rate (ADR). Add a Boost for Length of Stay ≥ 3 nights.
Important: Avoid using Exact targeting to exclude one-night stays unless your data clearly shows they underperform. Doing so may significantly reduce your reach.
Travel Window (Advance Booking)
Use this to prioritize travelers who book within a specific number of days before check-in. Example: A business hotel receives most bookings within three days of arrival. Add a Boost for Travel Window = 0–3 days.Check-In Date
Use this for seasonal promotions, events, holidays, or other date-specific campaigns. Example: You want to increase visibility during a local festival. Create a rule using: Check-In Date BETWEEN [Start Date] and [End Date] with a Multiplier.
Important: Use BETWEEN for date ranges instead of creating multiple individual date rules.
Traveler Country
Use this when certain source markets consistently generate stronger booking performance. Example: A beachfront resort finds that travelers from the United States generate significantly higher booking values than other markets. Add a Boost for Traveler Country = United States.Device Type
Use this when reporting shows meaningful performance differences between Mobile, App, or Desktop users. Example: If app users consistently convert at a higher rate, consider increasing bids for that segment.Traveler Type (Couple, Family, Solo, Group)
Use this when your property naturally appeals to a specific traveler profile.Example: An adults-only resort may apply a Boost for Traveler Type = Couple.
Layering targeting safely
To maintain efficient campaign performance:
Use no more than two targeting layers at a time. Multiple bid adjustments compound and can increase your CPC or reduce your eligible audience.
Boosts and Multipliers can be combined. Bid adjustments are calculated as: (Base Bid × Multipliers) + Boost.
Exact targeting can be combined with a Boost or Multiplier only when Dynamic Bidding is disabled. In this case, the bid adjustment applies only to the Exact targeting rule.
If Dynamic Bidding is enabled, only Exact and Exclude targeting are available. To use Boosts or Multipliers, create a separate campaign with Dynamic Bidding disabled.
If you want to run a highly targeted strategy while maintaining a broader reach for other travelers, create a separate campaign for the targeted audience rather than layering multiple targeting rules into a single campaign.
Need help?
Our team is here to help. Reach out via Live Chat 💬 in the platform, email us at booking.sponsoredlistings@koddi.com, or browse the Help Center for additional guides and resources.