Google announced the introduction of Performance Max for travel goals for advertisers around the world.
According to Google data, this new option for hotel advertisers comes when searches for “book a flight” are more than 70% high.
Additionally, 40% of leisure travelers say they spend more time and effort planning their trips than before the pandemic.
Performance Max for travel objectives will help hotel advertisers reach customers throughout the planning process by creating ads in multiple formats.
With a single campaign, advertisers can reach customers across various Google channels, including YouTube, Display Network, Search & Discover, Gmail, and Maps.
All you need to do is set your budget thresholds and conversion goals, and Google’s artificial intelligence will handle the day-to-day tasks, such as bidding, optimizing ads between channels, and choosing the most effective combinations of assets.
Use Performance Max for travel purposes
Hotel advertisers can select their hotel properties from a map using Google’s hotel picker tool during Performance Max campaign setup.
Google will automatically create ads for the hotel in every format, including copy, images, and URLs.
Any of these automatically generated ads can be modified or custom assets uploaded.
One campaign can support 100 hotel properties with different locations, images and messages.
This allows advertisers to track campaign performance and engagement on a site-by-site basis and better understand what’s working.
Advertisers can view traffic by hotel ownership on the statistics page to analyze demand across different sites.
The Statistics page also provides information about search trends and shows what people are searching for when they see your ad.
Google claims that advertisers using Performance Max generate over 18% more conversions on average at a similar CPA.
Performance Max for Google Travel Objectives is an AI-powered tool that allows hotel advertisers to create ads in multiple formats and reach more leisure travelers across channels.
It streamlines the campaign creation process, allowing hotels to expand their reach and drive more direct bookings.
With access to sitewide reports and campaign recommendations for travel, advertisers can better understand their performance and increase their revenue.
As travel searches continue to grow, this tool could prove useful to advertisers looking to connect with travelers in the planning stages of their trips.
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