After running their Hotel Ads offering in beta last year, Bing has begun rolling them out as a general release to enable hotels to showcase their properties on Bing.com across devices. Hotel Ads is a new hotel 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 digital marketing initiatives, allowing hotels to reach travelers who are looking to book now.
Bing Hotel Ads charge on a cost-per-click basis, similar to other metasearch channels like Google Hotel Ads and TripAdvisor. Bids can be set at a percentage of room price and fixed bid per night. Similar to Google Hotel Ads, the percentage of room price bidding is the recommended bidding strategy due to its ability to account for rate changes and remain competitive with OTAs across multiple date ranges.
While bid optimizations are currently limited to the device-type level, other multipliers are still on the horizon as Bing works to add user country, check-in day of the week, advance booking window, and length of stay to the mix. Though, unlike Google Hotel Ads, there has been no information on potential bid optimizers on traveler-set dates and default dates on Bing.
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