Most Common Ad Campaigns For Google Ads

Below is the most common Ad Campaigns we run for Google along with their purpose, creative needed or best creative and other campaign notes.

Branded Search Ads: Capturing High-Intent Brand Traffic #

Objective:
Branded Search Ads ensure the client captures ready-to-book traffic from users searching for their brand name or branded terms. These ads protect the brand from competitor bidding and help drive direct bookings. It’s also becoming more and more common that OTA brands bid on company brands too (ex: Vrbo and Airbnb) to steal that traffic via Google Search.

Target Audiences:

• Users searching for the brand name, branded keywords (e.g., “[Client Name] vacation rentals”), or common misspellings.

Ad Creative Strategy:

• Messaging:
  • Highlight direct booking benefits: “Best Price Guaranteed,” “Exclusive Offers.”
  • Use clear CTAs: “Book Now,” “Check Availability.”
• Ad Extensions:
  • Site links to drive traffic to specific pages (e.g., “Special Offers,” “Property Listings”).
  • Callouts for benefits like “Book Direct For The Best Rate” “Flexible Cancellation.”

Key Metrics to Monitor:

• CTR: Indicates relevance and effectiveness of branded ads.
• CPC: Measure cost efficiency and avoid overspending.
• Conversion Rate: High conversion rates confirm the audience is ready to book.
• Impression Share: Ensures visibility for branded searches.
• ROAS: Branded ads typically have the highest ROAS of any campaign type. It’s not uncommon to see 30:1 ROAS for branded ads.

Optimization Tips:

• Regularly review Search Terms to capture keyword variations and misspellings.
• Use Target Impression Share to stay competitive without excessive bidding.
• Test ad copy variations to improve CTR and engagement.

Challenges & FAQs:

• Challenge: Competitors bidding on the client’s brand name.
  Solution: Increase bids or use ad copy emphasizing direct booking benefits.
• FAQ: “Why do we need branded ads if we rank organically?”
  Answer: Branded ads protect against competitors and ensure prime visibility on the results page.

Condo Complex or Resort Campaigns: Driving Bookings for Specific Properties #

Objective:
These campaigns target users searching for specific condo complexes or resorts, such as “Ashworth in North Myrtle Beach.” The goal is to capture high-intent traffic and convert it into bookings by showcasing multiple units and detailed property information.

Target Audiences:

• Users searching for the name of the condo complex or resort (e.g., “Ashworth North Myrtle Beach rentals”).
• May include qualifiers like “oceanfront,” “pet-friendly,” or “family-friendly.”

Ad Creative Strategy:

• Messaging:
  • Highlight inventory size and exclusivity: “10 Stunning Units Available at Ashworth.”
  • Create urgency: “Limited Availability—Book Now!”
• Visuals:
  • Showcase property interiors, exteriors, and amenities.
  • Include imagery that reflects the unique appeal of the complex or resort.

Landing Page Requirements:

• Dedicated landing pages are critical for success:
  • Detailed property and amenity descriptions.
  • High-quality images of units and common areas.
  • Booking functionality and clear CTAs.

Key Metrics to Monitor:

• CTR: Indicates relevance and effectiveness of ad targeting.
• Conversion Rate: Measures success in driving bookings.
• CPC: Monitor to ensure cost efficiency.
• Bounce Rate: High rates may indicate a need for landing page improvements.

Optimization Tips:

• Ensure landing pages are optimized with high-quality visuals, detailed descriptions, and clear CTAs.
• Use search terms reports to refine keywords and identify new opportunities.
• Highlight inventory size (e.g., “10 Units Available”) to appeal to searchers looking for variety.

Challenges & FAQs:

• Challenge: Limited inventory.
  Solution: Focus campaigns only on complexes with sufficient inventory (5+ units) to avoid wasted ad spend.
• FAQ: “What if we only manage a few units in a complex?”
  Answer: Consider targeting broader location-based searches or creating a hybrid campaign.
• FAQ: “How do we compete with OTAs?”
  Answer: Highlight direct booking benefits, such as lower fees and exclusive perks.

Long-Tail Search Ads: Capturing Niche Traffic with High Intent #

Objective:
Long-tail search campaigns target specific vacation rental queries, such as “North Myrtle Beach pet-friendly vacation rentals.” These ads capture high-intent users actively searching for properties that match their exact needs.

Target Audiences:

• Users entering detailed search terms combining location, amenities, or property types (e.g., “san diego oceanfront condo with pool”).

Ad Creative Strategy:

• Messaging:
  • Match the specificity of the query in your ad copy. For example: “Find Pet-Friendly Rentals in North Myrtle Beach—Book Today!”
  • Emphasize urgency or exclusive perks for booking directly.
• Ad Extensions:
  • Site links to direct users to property listings, special offers, or FAQs.
  • Callouts for unique selling points: “Ocean Views,” “No Booking Fees.”

Key Metrics to Monitor:

• CTR: High due to ad relevancy for specific searches.
• Conversion Rate: Higher likelihood of booking intent.
• CPC: Moderate to low, depending on competition.

Optimization Tips:

• Use Narrow Focus Keyword Ad Groups to tightly align ads with specific keywords.
• Regularly review Search Terms reports to identify additional long-tail opportunities or refine targeting.
• Use Dynamic Keyword Insertion (DKI) to make ads more personalized to user queries.

Challenges & FAQs:

• Challenge: Low search volume for long-tail keywords.
  Solution: Group related terms to ensure enough traffic while maintaining specificity.
• FAQ: “Why focus on long-tail if the volume is low?”
  Answer: Long-tail keywords often convert better because they attract highly specific, ready-to-book users.
• FAQ: “How do we determine the right keywords to target?”
  Answer: Use tools like Google’s Keyword Planner and Search Terms reports to identify phrases aligned with high-intent searches. We can also search on Ahrefs to find other long-tail keyword opps.

General Vacation Rental Search Ads: Capturing High-Volume Traffic #

Objective:
General search campaigns target broad vacation rental queries, like “Destin FL Vacation Rentals,” to drive high traffic and build brand awareness. While these campaigns are often top-funnel, they can also capture booking-ready users.

Target Audiences:

• Users entering broad, high-volume search terms related to vacation rentals in specific locations.
• Includes a mix of ToFu users (research phase) and MoFu users (closer to booking).

Ad Creative Strategy:

• Messaging:
  • Emphasize trust and value: “Book Direct with Confidence” or “Destin’s Best Vacation Rentals.”
  • Showcase variety: “Over 50 Properties with Stunning Ocean Views.”
• Ad Extensions:
  • Site links to specific property categories or promotions.
  • Callouts for key benefits like “No Booking Fees” or “24/7 Guest Support.”

Key Metrics to Monitor:

• CTR: Measures ad relevance and engagement.
• CPC: Typically higher; monitor to ensure cost efficiency.
• Conversion Rate: Moderate, reflecting a mix of top-funnel and booking-ready users.
• Impression Share: Ensures visibility in competitive search auctions.

Optimization Tips:

• Use Target ROAS or Maximize Clicks bidding strategies to balance traffic and cost efficiency.
• Regularly review negative keywords to eliminate irrelevant traffic.
• Experiment with dynamic ad copy to align with user queries.

Challenges & FAQs:

• Challenge: High CPCs due to competitive keywords.
  Solution: Refine bids, use ad scheduling to focus on peak times, and improve Quality Scores.
• FAQ: “Why are CPCs higher for these campaigns?”
  Answer: High search volumes and competitive bidding drive CPCs; however, the traffic quality justifies the investment.
• FAQ: “How do we ensure these campaigns still drive bookings?”
  Answer: Use clear calls to action and landing pages optimized for conversion, even for top-funnel users.

Performance Max Campaigns: Leveraging Google’s Full Inventory for Maximum Reach #

Objective:
Performance Max campaigns use Google’s full suite of inventory (Search, YouTube, Display, Gmail, Discover) to maximize conversions and cost efficiency. These campaigns are ideal for high-budget vacation rental companies aiming for expansive reach and lower CPCs.

Assets Required:

1. Ad Copy: Headlines and descriptions optimized for multiple placements.
2. Images: High-quality visuals showcasing properties, destinations, and guest experiences.
3. Videos: Short, engaging clips for platforms like YouTube.
4. Logos and Branding: To ensure consistency across all ad formats.

Ad Creative Strategy:

• Messaging:
  • Focus on booking incentives and unique value propositions: “Book Direct and Save,” “Explore Stunning [Destination] Rentals.”
  • Keep copy adaptable for diverse placements.
• Visuals:
  • Include both aspirational (dream vacations) and functional (property features) imagery.
  • Ensure videos are concise and engaging.

Key Metrics to Monitor:

• Conversions: The primary goal (bookings or leads).
• CPC/CPA: Indicates cost efficiency.
• Impressions and Reach: Measure brand exposure across channels.

Optimization Tips:

• Provide a comprehensive library of assets to maximize Google’s automated optimization.
• Use Audience Signals to guide targeting toward relevant audiences (e.g., website visitors, lookalikes).
• Monitor campaign performance goals and adjust budgets for ROAS or conversion value.

Challenges & FAQs:

• Challenge: Limited visibility into ad placements and asset-level performance.
  Solution: Focus on overall conversion results rather than individual placements.
• FAQ: “Why is Performance Max better for high-budget clients?”
  Answer: These campaigns require significant investment and provide maximum value when Google’s automation has more data and budget to optimize effectively.
• FAQ: “How do we assess success with limited reporting?”
  Answer: Focus on aggregate performance metrics, such as total conversions and CPA, rather than placement-specific insights.