How did we do it?


Our target audience was UK consumers searching for US hotel accommodation. The strategy was therefore to increase the visibility of our ads at times of favourable GBP to USD exchange rate and improve cost efficiency at times that the UK traveller was at a disadvantage. We aimed to use our set budget in the most efficient way, by maximising revenue at a high ROI and a low cost per booking. 


We started by setting up a feed that refreshed daily and imported that day’s GBP to USD exchange rate. This works by automatically pulling in the exchange rate (daily) to a spreadsheet from Yahoo Finance. We also thought about how we wanted our bid strategy to work. 


We decided that if the exchange rate for that day was higher than 1.635 we would increase the location bid modifier in AdWords for the UK by 20%. If the exchange rate was lower than 1.51 we would reduce the location bid modifier by 20%. If it was between 1.51 and 1.635, we would set the location bid modifier to 0%. With our upper and lower limits defined, we were able to write a bespoke AdWords Script in JavaScript. This script works as stated below:


  • The exchange rate feed refreshes daily, updating a spreadsheet
  • The AdWords Script then opens this spreadsheet and reads that day’s exchange rate.
  • The script then uses conditional rules (if statements) to compare the exchange rate to our set boundaries (1.635 & 1.51) and based on which boundary the exchange rate falls under, a variable called modifier is then set to 1.2 (20% increase), 0 or 0.8 (20% decrease) ready to change the location bid modifiers.
  • We also state which campaigns will be affected by the test in the spreadsheet.
  • The script then pulls in the campaign names from the spreadsheet and searches for them within our account.
  • The script then finds United Kingdom under each campaign’s location targeting.
  • The script then automatically changes these location bid modifiers to the variable modifier.