How To Use Performance Max For Travel Campaigns


Google lately supplied its Efficiency Max greatest practices for advertisers within the tourism and journey trade.

The necessity for added assist instruments exterior of retail and ecommerce has been robust as Google continues to prioritize Efficiency Max and automation.

Google’s newest tutorials video offers key steps to establishing a profitable Efficiency Max marketing campaign for resort properties.

The touted advantages of Efficiency Max for resorts are just like different industries:

  • The power to succeed in customers throughout the complete vary of Google stock
  • Develop model attain with extra advert codecs and channels
  • Using strategic inputs to assist steer Google’s AI for max efficiency.

Step 1: Put together the Account Settings

Earlier than leaping into marketing campaign creation, reviewing the Enterprise Information settings is crucial.

Navigate to “Instruments & Settings” >> “Enterprise Information” and select the “Lodge Properties” feed.

Select hotel properties in the Business Data section of Google Ads.Picture credit score: Google, March 2023

That is the place advertisers select which resorts to select from afterward within the Efficiency Max marketing campaign.

For entrepreneurs with few properties, use the “resort picker” by selecting resorts from a map.

Select from two methods of choosing hotel properties in Google Ads.Picture credit score: Google, March 2023

If over 50 properties are used, there are three choices so as to add them to the enterprise knowledge:

  • Create a feed utilizing Google Maps URLs
  • Use resorts within the Lodge Middle Account that’s linked to the Google Advertisements account
  • Use the Google API

Step 2: Choose Marketing campaign Settings

Now, it’s time to arrange the Efficiency Max for Accommodations marketing campaign.

When creating a brand new marketing campaign, choose “Gross sales” as the target, then a “Purchases” conversion motion from the account.

After these picks, select “Efficiency Max,” which is able to default to the resort choice. The travel-specific enhancement will enable advertisers to pick out the information feed supply (from step 1).

Hotels will default in a Performance Max selection after business data is uploaded.Picture credit score: Google, March 2023

One of the crucial important parts is choosing a bid technique that aligns with the corporate’s aims. Select from both maximizing:

  • Conversions (if all conversions are value the identical)
  • Conversion worth (if every conversion has a distinct worth, resembling different resorts offering totally different charges, and so forth.)

Google recommends setting a Goal CPA (Price Per Acquisition) or Goal ROAS (Return On Advert Spend) from the final 30 days, akin to different campaigns within the account with comparable targets. This helps steer Google’s AI in the fitting route from the beginning.

Lastly, regulate different settings such because the advert schedule, begin and finish date, and funds.

Step 3: Customise Asset Teams

The primary merchandise to decide on is a default brand that can be utilized for any resort throughout the Efficiency Max marketing campaign.

Every resort that was chosen within the marketing campaign robotically turns into its personal asset group (just like an advert group for non-Efficiency Max campaigns).

Asset Group parts

Every asset group is made up of the next:

  • Web site URL
  • Pictures
  • Emblem(s)
  • Movies
  • Textual content headline(s)
  • Textual content description(s)
  • Name-to-action (CTA)
Carefully select a variety of assets in each asset group.Picture credit score: Google, March 2023

Google’s AI will robotically copy property from the chosen web site. Nevertheless, advertisers should overview something chosen. Advertisers may also determine on the mixtures used.

Google states that if no video property can be found, they may robotically create one primarily based on different chosen picture property.

It’s important to overview robotically chosen property as a result of there’s all the time room for a margin of error – particularly if a web site just isn’t up-to-date. Make sure you verify the next:

  • Grammar in headlines and descriptions
  • Pictures and video are up-to-date and high-quality
  • Logos are cropped accurately
  • CTAs are aligned with web site targets

Make the most of Viewers Indicators

Advertisers can also create and add their property for extra management. Whereas this generally is a bit extra guide course of, it’s higher for entrepreneurs who need extra marketing campaign management.

One other important merchandise so as to add to the marketing campaign earlier than launching is viewers indicators. Begin by including any first-party or buyer knowledge out there to assist Google’s AI discover extra customers most certainly to e-book instantly.

Further viewers indicators beneficial so as to add are Google’s “In-Market” segments. Much like first-party knowledge, these indicators steer Google’s AI to extra bottom-of-funnel customers able to take motion.

Create meaningful audience signals for Performance Max campaigns.Picture credit score: Google, March 2023

Lastly, earlier than launching, embrace extra property (previously ‘extensions‘) resembling sitelinks, callouts, and calls to make the advert extra outstanding.

As soon as these things have been created and reviewed, the marketing campaign might be launched!

Step 4: Optimize Marketing campaign Efficiency

Google recommends evaluating preliminary marketing campaign efficiency after a number of weeks from launch. That is beneficial as a result of it lets Google check, optimize, and account for any potential conversion lags or delays the place prospects want further time to e-book.

When optimizing the Efficiency Max for Accommodations marketing campaign, overview the next usually:

  • Search for any advert or asset disapprovals which may be affecting efficiency
  • Particular person asset efficiency to enhance artistic
  • Viewers indicators to make sure probably the most related advertisements are proven to probably the most related customers

Google offers property-specific reporting for advertisers to assist decide a sign of traveler demand throughout totally different areas. That is priceless data to entrepreneurs as it may possibly assist affect different non-Efficiency Max campaigns and the place to shift priorities.

Along with property-specific reporting, it helps the power to section by dimensions of ‘curiosity’ within the “Lodge” tab on the left-hand aspect of the interface.

Find property-specific reporting in the Hotels tab of Google Ads.Picture credit score: Google, March 2023

Efficiency Max for Accommodations makes use of the identical Model Security settings on the account degree, discovered below “Content material Suitability” within the “Instruments & Settings” navigation.


As Efficiency Max continues to mature, so does its assist for different industries exterior of retail and ecommerce.

This step-by-step information to establishing a Efficiency Max for Accommodations marketing campaign will help alleviate optimization ache factors by checking off all the mandatory preliminary inputs.



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