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Hotel Ads is a search experience designed to showcase real-time room rates to potential customers on the Bing search results pages and within Bing Maps. Hotel Ads complement existing ad campaigns, allowing you to reach travelers who are looking to book now.

After reading this Study guide on Hotel Ads, you will understand how to:

  • Organize Hotel Ads into five categories: customer, accounts, subaccounts, hotel groups, and hotels.
  • Make bulk changes in Hotel Ads.
  • Navigate the Bing Hotel Center.
  • Meet the necessary requirements and adhere to Bing policies.

Sign up with Hotel Ads

To use Hotel Ads, you need to sign up with your account manager. As part of the sign-up process, you decide how you want to send your itinerary data to Bing. Your options are pushing changes to Bing, having Bing send you requests for all itinerary data, or having Bing send you requests for itinerary data that you identify as having changed.

You also work with your account manager to import your hotel and points of sale data. The hotel feed is an XML document that describes the hotels that you want to advertise. The feed provides the hotel's name, address, telephone number, and geographical coordinates.

The points of sale feed is an XML document that describes the sites that users use to book rooms. The feed provides a point of sale (POS) for each booking site you support. A POS describes the POS's display name, URL, and criteria for matching the user to a POS.

After importing your hotel and points of sale feeds into Bing, you can begin sending Bing your itinerary data for your hotel properties. To specify the itineraries, you will need to use a transaction messages to update your hotel data.

How you send the messages to Bing depends on the mode you chose when you signed up. If you chose the push mode, you will need to have Bing Ads create a push transaction message. If you chose one of the pull modes, you will need to have Bing Ads create pull transaction message.

Sitelink Extensions

Learn more about how to create hotel ad campaigns and specify bids.

Hotel Ads structure

Hotel Ads has five levels of organization: customer, accounts, subaccounts, hotel groups, and hotels.

  • A customer contains one or more accounts. A customer has a customer ID, which is associated with your business name and your address. At the customer level, at least one person is designated as the Super Admin. Super Admins have administrative access to all accounts.
     
  • Accounts contain one or more campaigns and include information about currency, time zone, whether you want to pay in advance (prepay) or pay later (postpay), your form of payment (primary payment method) and the people who have access to each account (users).
     
  • Subaccounts contain one or more hotel groups and specifies your daily budget, default bid and bid multipliers, and a maximum bid cap for all of your hotels. Note: You can only have one subaccount for now and all hotels from your feed belong within this subaccount.
     
  • Hotel groups are optional and belong within a single subaccount, containing one or more hotels. Once you’ve onboarded to Hotel Ads, all of your hotels will belong to the “Ungrouped” hotel group. A hotel group can override its subaccount’s bid or bid multipliers, or inherit them.
     
  • Hotels are at the lowest level where bids and bid multipliers can be set. Hotels can inherit bids and multipliers from a hotel group or directly from the subaccount. You can also specify bids and multipliers at the hotel level, which will override the hotel group or subaccount level settings.

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Making bulk changes in Hotel Ads

You can update your bids, bid multipliers, and hotel group associations in bulk via the Bing Hotel Center UI, CSV upload, as well as Hotels API.

How to bulk edit bid and bid strategy in Bing Ads

In the Overview tab, click View by... and select either Hotel or Hotel group. Select the hotels or hotel groups you want to edit in bulk by selecting the checkbox in the table. You can also search for specific hotels or hotel groups in the search box above the table.

Click Bulk edit and select Set bid and bid strategy. Enter the bid and bid strategy details. Click Save.

How to bulk edit bid multipliers in Bing Ads

In the Overview tab, click View by... and select either Hotel or Hotel group. Select the hotels or hotel groups you want to edit in bulk by selecting the checkbox in the table. You can also search for specific hotels or hotel groups in the search box above the table.

Click Bulk edit and select Set bid multipliers. Enter the Device type, User country, Length of stay, and Check-in day details.

*Optional: Check Use parent multipliers to use the subaccount bid multiplier setting. Click Save.

How to bulk edit hotel group associations in Bing Ads

In the Group Editor tab, select or create the hotel group you would like to move hotels into or out of. If moving hotels into the group, select the desired hotels under "Other hotels" and click "<<" to move them into the group. If moving hotels out of the group, select the desired hotels under your group and click ">>" to ungroup them.

You can increase the maximum number of hotels that can be grouped or ungrouped in one operation by changing the number of rows displayed.

How to make bulk changes using a CSV upload

Click here and scroll down to download the Hotel Ads bulk upload template. You can also download and edit a CSV list of your hotels by navigating to Overview > View by: hotel > Download. If making bulk changes to hotel group associations, you can similarly download a CSV list of your current associations by navigating to Group Editor > Download associations as CSV.

Prepare your spreadsheet for upload using the below tables for guidance. Navigate to Accounts Summary > Bulk Operations > Uploads.

Click Browse to locate your updated spreadsheet, then click Upload and preview and finally Apply changes to complete your bulk changes.

Learn more about how to prepare your spreadsheet for bulk edits.

Navigating Bing Hotel Center

Once you have been enabled for Hotel Ads, you can access Bing Hotel Center by clicking on Tools and then Bing Hotel Center. After you launch Bing Hotel Center, you’ll see three tabs that contain a set of core functionalities to assist with managing, scaling, and improving the performance of your hotel ads on Bing.

The Overview tab

The Overview tab allows you to view hotel performance data and inline capabilities in order to set bids, budgets, and bid multiplier settings of your subaccounts. The table in the Overview tab will display your subaccount’s hotel, hotel group, subaccount, date, device type, hotel country, length of stay, user country, and slot type data. You can view both active and inactive hotel performance and can download your subaccount’s data directly from the table.

The Hotel Assignment tab

Create new, rename, or delete hotel groups; assign ungrouped hotels to a group; or move hotels from one hotel group to another in the Hotel Assignment tab.

The Intelligence tab

Access tools and reports to improve the quality of your feeds and feed coverage from the Intelligence tab.

  • Feed Status allows you to track the latest updates regarding your feeds' processing.
  • Matching Report helps you understand the data issues that may be preventing you from advertising on hotels.
  • Feed Upload allows you to upload your hotel list in either CSV or XML format.
*Remember, the same requirements apply for Hotel Ads as every other type of Ad:
  • The referral experience must be user-friendly.
  • It is recommended that the booking page is the landing page.
  • If the landing page is not the booking page, the booking page cannot be more than one click away.
  • The landing page must be branded as the HPA partner and must clearly display the name of the hotel.
  • All mandatory rates, taxes, and fees must be disclosed and displayed on the booking page. If the landing page is not the booking page, the base rate, mandatory fees, and taxes must still be displayed.
  • Taxes and fees may include, but are not limited to: Occupancy Tax, County Tax, City Tax, Tourism Tax, Value Added Tax, Resort Fees, Registration Fees, Service Fees, and any other fees that are collected directly by the hotel.
  • Prices displayed in the ad must match the pricing on the landing page and booking page.

Summary

When customers are searching for hotels, Hotel Ads will connect customers to you directly. When working with Hotel Ads, remember these key points:

  • Hotel Ads’ search experience showcases your hotel listings within the Bing search results page, as well as Bing Maps.
  • Accessing hotels and bookings reporting helps you gain insight about your potential
  • Using Hotel Ads complement existing text and dynamic search ad campaigns.

Thanks for reading this Study guide on Hotel Ads. Continue studying or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this Study guide may not be available in your market.