Avg. Multiplier is a metric calculated using the click weighted method:

Avg. Multiplier = Sum(Clicks * Multiplier Value) / Sum(Clicks)

The Bid Multipliers are the levers that can change your final bid, and allow you to decide whether to decrease or increase your final bid in the auction based on the user search criteria at that moment. This gives you more granularity in terms of targeting your specific commercial needs and leveraging your investment as well as allowing you to optimize your returns on advertising spend in the end. Introducing the new dimensions into your bidding strategies gives you an opportunity of acquiring more valuable traffic and reduce the non-efficient costs.

Bid Override or Manual Campaign Bid Adjustments is a feature for users to adjust the bids manually which allows users to modify the bids without sacrificing any of the benefits of using the Machine Learning algorithms that automate the bid management.

BMP stands for Bid Management Platform, a bidding tool offered by Tripadvisor which allows you to maximize your revenue for the given budget. BMP works with Tripadvisor´s own algorithm and is intended to increase the number of bookings at a target Return on Ad Spend.

Click Through Rate (CTR) is the ratio that people will click on the ad that you are displaying on the internet.

If CTR=8%, that means 8 out of 100 people will click on your ad. The higher the CTR, the more clicks your ad will attract so the CTR can be used to determine whether the content, design and so on are in line with users' preferences.

Cost Per Click (CPC) is a method of charging by websites and is based on the number of times a visitor clicks on an advertisement on that website.

Derbysoft Commission Program (DSCP) allows you to set up one campaign to gain access to a portfolio of regional metasearch channels, quickly extending reach, increasing visibility and revenue for your hotels.

Impression means "display". The number of times an advertisement is displayed is the number of impressions.

For example, if you open a page of a website, all the ads on it are "displayed" once, and each AD increases by 1 Impression.

Impression Share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.

Impression Share = Impressions / Total Eligible Impressions

Eligible Impressions are estimated using many factors, including price accuracy and itinerary coverage.

Impression Share data is available for campaigns, ad groups and hotel groups. Impression Share is a good way to understand whether your ads might reach more people if you increase your bid or budget.

Max Bid will appear on your Campaign Setting page when you set advanced options. Max Bid can be thought of as a "channel lock" that can be manually controlled to not spend more than that in this channel, preventing the system from overbidding.

Google Hotel Ads with a Pay Per Booking strategy helps you achieve a predictable cost per booking. The commission amount that you define in the campaign settings should represent how much revenue you're willing to spend on Google Hotel Ads for each dollar that you earn from bookings.

Google Hotel Ads with a Pay Per Stay strategy helps you achieve a predictable cost per stay. The commission amount that you define in the campaign settings should represent how much revenue you're willing to spend on Google Hotel Ads for each dollar that you earn from stays that have occurred. A PPS strategy requires the Google Conversion Pixel to be implemented and live on your Purchase Confirmation page.

Property Promotion Ads (PPA) is an advertising product offered by Google, which drives visibility and traffic to the property by putting it on top of search results, in front of travelers searching Google for a place to stay in the location of the property.

ROI is the profit you make from advertising and free product listings compared to what you spend on those products.

ROI=(Revenue - Cost of Goods Sold)/Cost of Goods Sold.

Return On Advertising Spend, (ROAS), is a marketing metric that measures the efficacy of a digital advertising campaign. ROAS helps online businesses evaluate which methods are working and how they can improve future advertising efforts.

ROAS =Gross Revenue from Ad campaign/Cost of Ad Campaign

Share of Voice (SOV) (or Impression Share) is an important indicator of the success of your Destination Ads campaigns, and it represents the percentage of times your ads were actually shown in relation to the total number of chances your ads could have been shown, including times where the competitors were ahead of you.

Sponsored Placement is one of the solutions available to accommodations as part of Tripadvisor Ads. Sponsored Placements drive visibility and traffic to the property by putting it on top of search results and in front of travelers searching Tripadvisor for a place to stay in the location of the property.

The SP model works on a cost per click basis, however, when the user clicks on the property name or picture and lands on the hotel review page, this click is free of charge.

Taglines are short, descriptive lines of text that will appear on your deal in the Trivago SL position to further highlight and promote your brand’s offerings. Tagline files are required to go live with Trivago SL campaigns.

Trivago Sponsored Listings (SL) is a solution for the properties to boost impressions, clicks, and bookings launched by Trivago. Sponsored Listings highlight your deal by pushing your hotel to the top of Trivago users' destination search results page, making it the first option users see.