What to Know about Google Ads for Your Travel & Tourism Business

In 2011, the Travel & Tourism industry contributed $2.4 billion to Google Ads. Today, individual states routinely spend more than $18 million on tourism promotions and advertising, which brings up the question of ROI when setting up Google Ads for your Travel & Tourism business.

Even if you’re familiar with setting up online ads through Google, it’s critically important that you stay up-to-date with how Google updates its platform. As Travel & Tourism webmasters, we regularly help clients craft their ideal ads, no matter what changes are made to Google’s advertising policies. Given a recent update, here’s what you should know about these ads for your T&T business:

    • New layout: In February of this year, Google quietly rolled out an update to its advertising platform known as AdWords. What changed was the elimination of right-column ads entirely, replaced by advertising boxes at the top and bottom of a search results page. The top box now contains as many as four ads while the bottom section can have up to three.


    • Mobile centric: One reason for Google’s change was to mimic the way mobile users access the search engine. Recently, conversion rates have grown by 88 percent on mobile travel sites, and because consumers are so comfortable with the mobile experience, the desktop is following suit.


    • Highly commercial: In designing the new layout, Google mentioned it’s meant for “highly commercial queries” to help people get more relevant results and for better advertising performance. For our industry, these could be anything from city insurance searches to travel & tourism enquiries related to such as hotels. For your business, it’s important to create your ad with the idea that a positive search will result in a lead or purchase.


  • Targeted travelers: With these changes in mind, it’s important to focus on how your ads are crafted. It’s recommended to break down your travel audience into three categories: leisure, business, and affluent. Each has their own purpose for travel, and your content should reflect these different groups. By segmenting your audience in this way, you can target individuals to get the most ROI for your ads.

Handling Google Ads for your Travel & Tourism business may seem complex, but with help from experienced webmasters, you can be assured your online efforts will work for you. To find out more, contact us today.