Get started with Performance Max for travel goals campaigns

Performance Max for travel goals campaigns is the easiest way for hotel performance advertisers to serve across all Google properties. With Performance Max for travel goals campaigns, you can reach hotel guests and drive more direct bookings across Google’s full range of advertising channels and inventory with one simple set up. This allows advertisers to easily create property-specific asset groups and maximize their performance with Google Ads. Learn more about Performance Max for travel goals campaigns

Before you can create a Performance Max for travel goals campaign, you will first need to link a Google Ads account to Hotel Center or create a hotel properties feed in Google Ads.

Instructions

Link Hotel Center and Google Ads or create a hotel properties feed in Google Ads

You can link your Hotel Center feed to make it easier to populate property lists into a campaign and to populate assets. This allows you to avoid having to manually add and search for properties.

Before linking Hotel Center and Google Ads:

• Hotel Center linkage for Performance Max for Travel Goals campaign is currently limited to accounts with no more than 100 hotels. If your Hotel Center account has more than 100 properties, you won’t be able to use the linked Hotel Center account in a Performance Max for travel goals campaign.
  • If you have more than 100 properties you would like to link from your Hotel Center account, use the Google Hotel API.

Learn more about how to link Hotel Center and Google Ads

Create a hotel properties feed

You can create a hotel properties feed in Google Ads by using the hotel picker or Google Maps URLs.

Create a hotel properties feed using hotel picker

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

1. In your Google Ads account, click the Tools icon .
2. Click Business data.
3. On the “Data feeds” page, click the plus button , and then click Hotel properties feed from the dropdown options.
4. Select “Choose hotels from a map” to create a hotel properties feed.
5. Click Choose hotels.
6. Search for and select your hotel(s)
7. Enter a name in the “Name this data feed” field.
8. Click Save.
9. When all of your properties have been selected and the data feed is named, click Apply.

Note: After applying the changes, you can go back and create a new Performance Max for travel goals campaign.

Create a hotel properties feed using Google Maps URLs

1. Start by downloading the hotel properties feed template (CSV).
2. Remove the example URLs from the template.
3. Using Google Maps, search for the hotel you want to include in the feed.
4. Copy the resulting URL (from your browser search bar) and paste it into the template.
   • Note: Be sure to check that the URL is the correct one for the corresponding hotel. The name of the specific hotel (only that hotel and not a list of hotels) should appear on the left.
5. Repeat steps 3 and 4 for each hotel you want to include in the feed.
6. In your Google Ads account, click the Tools icon .
7. Click Business data.
8. On the “Data feeds” page, click the plus button , then click Hotel properties feed from the dropdown options.
9. Select “Upload a list of hotels”.
10. Open the “Select source” dropdown to upload your list.
11. Import your feed to Google Sheets OR upload the CSV file.
    • To use Google Sheets as your source:
      1. Import your CSV file to Google Sheets and share it with the partner account (shown in the warning notification).
      2. Click Link an existing Google Sheet and then insert the link to the existing sheet.
    • Alternatively, you can upload your CSV file directly using one of the following transfer protocols: HTTP, HTTPS, FTP, SFTP.
12. Click Apply.