Every day travelers are researching and planning their trips across Google
and finding new ways to discover, research and book.
Performance Max for travel goals helps you connect with future guests
by showing your ads across the full range of Google
advertising channels with one simple setup.
It uses the full power of Google's AI to expand your reach
by streamlining the addition of new ad formats and channels,
helping you connect with guests you didn't know you were missing.
At the same time, your strategic inputs steer Google's AI
by providing the right, high-quality ingredients to drive the best results.
Follow these steps to get started with your first campaign.
First, select which properties you would like to target
by going to “Tools and settings” and then “Business data”.
Then click the “Plus” button and select “Hotel properties feed”.
Here you can add a hotel properties feed
by either uploading a list of hotels
or choosing hotels from a map.
If you have a small number of properties,
you would use our hotel picker by choosing hotels from a map.
When using our hotel picker,
search and select the hotels you want to advertise.
Name the data feed, then click “Save”.
If you're setting up a campaign for more than 50 properties,
you can use these options:
Create a “Hotel Properties Feed” using Google Maps URLs,
via Business Data.
Use the hotels in your Hotel Center account
that is linked to the Google Ads account, via campaign setup.
Or use the API.
You've created a feed.
Now you are ready to begin creating your campaign!
First, select “Sales” as your objective.
Be sure to select a “Purchases” conversion action.
Now select Performance Max as your campaign type
and you'll be defaulted to the hotel selection.
This makes it a Performance Max for travel goals campaign.
With the added travel specific enhancements
you can then select a preferred hotel data feed source.
Once you've named your campaign,
select a bid strategy that aligns with your business objectives.
For different types of conversions,
like with hotel rooms with different rates,
that generate different values for your business,
choose “Conversion value”.
If all conversions are worth the same to your business,
choose “Conversions” to focus on maximizing conversions.
You can also add a-cost-per-action (CPA)
or return-on-ad-spend (ROAS) target to your bid strategy.
We suggest using your average CPA or ROAS
from the last 30 days on comparable campaigns
that are optimizing towards the same conversion goals.
Now, it's time to choose your campaign’s location
and language settings.
You can also adjust other settings
like your Ad serving schedule,
start and end date,
tracking template
and final URL.
On the “Default Logo” page,
click on “Logo” to add a logo that can be applied
as the default for any of the hotels in your campaigns.
Each hotel property that you selected
becomes its own Asset group.
Asset groups let you manage different kinds of creative assets,
and are similar to “Ad groups” in other campaigns.
Your assets include: the property website,
images, logos, videos,
text headlines and descriptions,
and a call-to-action.
Google's AI gathers copy, images,
URLs and more that you're already using, from your website,
licensed Google image libraries and more.
It suggests ways to combine those assets into asset groups
and builds ads in every format for your hotel,
taking the guesswork out of campaign creation.
You decide which combinations, images, or copy you want to use.
For individual properties where images are not available,
you can upload your own images or scan your website
and social media sites to pull in images.
Videos can be uploaded from YouTube.
If you don't have a video available,
Performance Max will automatically create a high-quality video for you
using your assets.
The quality and variety of the creative assets you provide
plays an important role in your campaign’s success.
Review error messages if you have any,
otherwise let's click “Next”.
Once in the Assets Page,
you'll want to include Ad Extensions.
Use a variety of extensions for Sitelinks, Callouts,
Calls, Lead Forms and more.
These help your ads show up more prominently and also provide
consumers with more helpful details about your business,
including different ways they can contact you.
You may set a daily budget.
Now you're nearly done creating your campaign!
Check the Summary page before you publish the campaign
to see if anything's missing
or if you have any errors to resolve.
Once the campaign starts running,
give it a few weeks before you evaluate results,
especially if your business experiences conversion lags
or delays where customers need extra time.
In the short term, look out for any ad disapprovals
to make sure your ads are running as intended.
Also, check your campaign status to see if it's limited by budget.
If this happens, consider raising your daily budget
to make sure you're capturing as many conversions as you can.
Make sure to keep an eye out for your Asset performance as well
to see how you can improve your creative assets.
We strongly recommend that you input
Audience signals to steer Google's AI
and ensure the most relevant ad
is served to the most relevant audience.
Google-built audiences like in-market and your data,
which can include customer match and website visitors lists
are the most helpful audience information to provide
since they provide a strong signal about
which audiences have a higher chance of converting.
Simplified, per-hotel reporting gives you
just the numbers you need to see that your campaign is working.
You can easily view traffic by hotel property,
which gives you an indication of traveler demand across locations.
Reporting support slicing by dimensions of interest
specifically for travel advertisers in the hotel tab,
based on the displayed hotel's assets.
If you need more control over where your ads appear,
Performance Max campaigns use the same Brand Safety settings
you've applied at the account level.
View “Tools and Settings”
“Content suitability”
to add any exclusions you might need,
such as content or inventory type exclusions.
You can also add topic exclusions.
In addition, account level negative keywords allow you to exclude
certain keywords from your Performance Max campaigns.
To ensure the system has data
to best learn, target and optimize,
we encourage partners to allow their Performance Max
for Travel goals campaign run for a minimum of four weeks.
For more best practices, including recommendations
on how to evaluate your campaign
and improve it over time,
check out our full Best Practices Guide
on the Google Ads Help Center.