There's an additional benefit to letting your ads run around the clock. If you are spending your daily budget wisely, there will be a certain point in the day when your ads will outlast the ads of your competitors. Cassandra explains that, "by strategically running 24 hours a day, you can even lower your overall cost-per-click. The hotels who are not running out of budget, are capitalizing on those who are, because when those others hotels are out of funds, it’s a less competitive market which works great with an auction model CPC.”
The always-on approach might sound intimidating, but the important thing to keep in mind is that your ads only show when you have supply available for the travel window that is being searched. We recommend that you set a window to test this approach and go for it. Measure your results and then decide if the extra room nights that you gain justify the ad spend. Or, consult with your TravelAds account manager to understand the pros and cons of testing 'always on.' If you do decide to test this approach, we think you'll be pleasantly surprised.