What it means:
This change comes against the backdrop of industry-wide changes, such as the phasing out of third-party cookies. This affects the way commissions are measured and allocated. Google has moved to more sustainable strategies that better align with users' privacy expectations while delivering the performance businesses need to grow.
What you need to do:
For existing campaigns: It is recommended that you change the bidding strategies of your campaigns before 31 October 2024 to ensure they continue to run. For 'Commissions (per stay)', a 9-month settlement period is offered after discontinuation (until 31 July 2025). If advertisers do not settle within this period, they will be invoiced for all conversions they have received during the invoicing period.
For new campaigns: You are encouraged to switch to other bidding strategies such as Target ROAS or Enhanced CPC. In addition, you can set up new campaigns with Performance Max for travel goals, covering the same inventory with a unified performance-based strategy.
Recommended steps for changing bidding strategies:
- In your Google Ads account, go to the 'Campaigns' tab.
- Select the campaign you want to edit and go to 'Settings'.
- Under 'Bid settings', choose 'Change bid strategy'.
- > Target ROAS: Select 'Maximise Conversion Value' and enter the target ROAS percentage.
- > Enhanced CPC: Choose from the options under 'Manual bidding strategies'. Tick the option 'Help increase conversions with Enhanced CPC'.
- Click 'Save'.
Performance Max with travel goals:
Performance Max for travel goals is a targeted, multi-channel campaign designed to drive more direct hotel bookings, using Google AI to help hotels reach the right potential guests across Google's full ad inventory with a simple setup. Do you want to know more about PMax for travel goals? Read our blog.
By making these adjustments, you can ensure your campaigns continue to run and optimise for today's digital marketing environment.