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Google to end 2 Commissions hotel bid strategies in October
07 February 2024
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tROAS strategy is recommended replacement

Google to end 2 Commissions hotel bid strategies in October

According to a new Google Ads Help posting by Director of Product Management for Travel Ads Michael Trauttmansdorff, no new uses of Commissions (per Stay) and Commissions (per Conversions) hotel ad bid strategies will be accepted after 31 October 2024, and these bid strategies will not be available in Google Ads at all after 30 April 2024.

Reasons offered for killing these bid strategies are:

  • Post-pandemic recovery of the travel industry
  • Phase-out of 3rd-party cookies, on which they depend

Recommended replacement product is target Return on Ads Spend (tROAS) for Hotel campaigns which is said to offer improved bidding accuracy against performance goals, with more improvements to come later this year.

Also Performance Max for travel goals is being expanded to include Hotel campaigns, with tROAS across the Performance Max inventory, powered by Google AI.

Historical reporting data will continue to be available for some time after 31 October 2024, but Google recommends that users shift bid strategies before then to ensure campaigns continue to serve ads normally.

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