Itinerary conversion value rules (iCVRs) can be used to optimize your Google Ads Hotel or Performance Max for Travel goals campaigns. You can use itinerary conversion value rules to value your customers differently based on criteria like: advanced booking window, length of travel, or travel start day.
When you customize your conversion value based on specific conditions, you can prioritize the conversions that are most important to your business and optimize your advertising campaigns for the most profitable customers.
How it works
iCVRs let you customize the value of your conversions in Google Ads based on specific conditions that you find most important. These customizations help Google Ads prioritize the conversions that are most profitable for your business.
Examples
If you know that leads with a travel start date on Friday are worth twice as much as leads from other start dates, you can set a rule (Travel Start Date) to automatically double the conversion value for those leads. This ensures that your bidding strategies and reporting accurately reflect the true value of different customer segments.
Alternatively, if you want to drive booking for multiple night stays, you could create a rule that assigns a higher value to conversions when a customer books 3 or more nights.
Available condition-based rules
You can use the following dimensions to create conversion value rules, including the 3 itinerary conversion value rules.
- Location: The geographic location of the customer.
- Device: The type of device the customer is using, such as a computer, tablet, or mobile phone.
- Audience: The specific audience you are targeting.
Itinerary conversion value rules
To set up your itinerary conversion value rules, you can choose from the following options:
- Advanced Booking Window: How far in advance a guest books their stay. This can range from 0 to 1095 days (3 years).
- Length of travel: How many nights a guest stays. You can enter up to a maximum of 360 travel days.
- Travel start day: The day of the week (Monday to Sunday) the guest arrives. You can make multiple selections.
These rules impact your conversion value reporting and can be used for bidding optimization in your Hotel and Performance Max for Travel Goals campaigns. This means that the itinerary conversion value rules work for both reporting and optimization/bidding.
Campaign and account level rules
You can create itinerary conversion value rules at the campaign level or at the account or MCC level. Campaign-level rules apply only to that specific campaign, while account or MCC level rules apply to all campaigns in your account or manager account.
