The Booking Network Sponsored Ads program allows you to set up targeting in an infinite number of ways.
☝️ This can only be done on Custom Campaigns, under the Ad Group set up page.
Traveler cohorts you are able to target
Group - Target travelers shopping for more than one bedroom at a time
Check-In Date - Target travelers who are looking to check in on a specific day or a range of dates (using the BETWEEN option)
Length of Stay - Target travelers who are looking to stay a certain number of nights or a range of nights
Traveler Country - Target travelers from certain countries
Device Type - Target travelers using certain device types (app, desktop or mobile)
Travel Window - Target travelers looking to check-in within a certain number of days (e.g. to target last minute bookers, use travel window 0-1)
Day of the Week - Target travelers checking on a specific day of the week (Monday, Tuesday… )
Available Targeting Parameters
Boost - Using a Boost will raise your base bid by a specific amount when your ad is displayed to your selected audience. The minimum value when using Boost is $0.25 USD. (If you have a base bid of $1.00 and a Boost of $0.50, your final will be $1.50)
Multiplier - Using a Multiplier will multiply your base bid by the value you choose. The Multiplier minimum is 100%. (If you have a base bid of $1.00 and a Multiplier of 150%, your final bid will be $1.50)
Exact - Exact targeting limits your ad exposure to only the opportunities that meet the specific criteria you select. A minimum base bid of $0.75 USD is required to use Exact targeting.
Multiple targeting parameters can be stacked. If both multipliers and boosts both apply, they will be applied as (Base Bid * Multipliers) + Boosts.
Targeting Automation
Activate this feature to automatically target your hotel's most valuable audiences based on a combination of cohorts (see below), eliminating the need for manual updates. Targeting automation can help improve your campaign performance and budget utilization. This feature is highly recommended in the following cases:
Elevating Campaigns with Limited Insights: Advertisers with no or limited campaign data benefit from Targeting Automation, which initially utilizes Booking Network Sponsored Ads data for dynamic bid adjustments based on the best-performing audiences observed across the board.
Scaling Ad Campaigns with Limited Experience: Advertisers who are new to digital advertising may find it challenging to optimize campaigns effectively. Targeting Automation can serve as a valuable tool for them by automating multipliers and audience targeting, ensuring their campaigns are optimized even without in-depth experience.
Time-Constrained Advertisers: Advertisers with limited time and resources to constantly monitor and fine-tune campaigns can benefit from Targeting Automation. The feature takes care of bid adjustments and audience targeting, allowing advertisers to focus on other essential aspects of their business while still maintaining effective advertising.
Enhancing Overall Campaign Performance: Advertisers looking to enhance their advertising performance, such as increasing ROAS, can use Targeting Automation to fine-tune their targeting strategies. By automatically adjusting bids based on performance metrics, the feature can help advertisers achieve better results.
☝️To add targeting on existing Ad Groups, click on your Campaigns Page, then hover over the name of your Campaign and then click on the pencil next to the name of the Ad Group that you want to edit. You will be able to edit Targeting as per screenshot below.