Ready before the season starts. In every language your guests search in.
Travel demand moves with the calendar, guests search from abroad in their own language, and bookings land weeks after the click. Oppy plans for all three, and checks that your own name is covered by a brand campaign.
- Twelve months of demand
- Languages per country
- Booking lag measured
Why travel accounts are different. Some of the usual rules turn upside down.
Interest is the market
For a hotel, someone abroad planning a trip is the guest, so targeting people interested in your destination can be right. The audit flags it on every account, and the switch to Presence is a task you can decline.
The calendar decides
Searches for a summer stay rise in spring. Plans use twelve months of Keyword Planner data, and a season's tasks are due before the searches climb.
Bookings arrive late
A booking can come weeks after the first click. The audit measures that lag before anyone judges a campaign on last week.
The checks a travel account gets.
10Checks listed here
Measurement
Can the numbers be trusted
Conversions that arrive after the report is read
Conversions that keep arriving days after the click. Lag belongs to the business, from seconds for a call to weeks for a B2B lead. The fault is judging last week as finished.
Conversions that arrive after the report is read: How it decides and what to do
Structure
How it is built and set
Buying clicks from people who are not in the country
Location set to people 'in or interested in' a place, Google's default. Someone abroad reading about your city counts as your market, and with no location at all a campaign serves worldwide.
Buying clicks from people who are not in the country: How it decides and what to doA country targeted in a language it does not speak
A country where people search in several languages, targeted in only one, such as a Belgian campaign in French that never reaches people who search in Dutch. Asked as a question, since one language can be a choice.
A country targeted in a language it does not speak: How it decides and what to doNo language chosen, so every language is chosen
A campaign with no language set serves to every language Google has an audience for, so you can pay for clicks from people who cannot read the ad.
No language chosen, so every language is chosen: How it decides and what to doNo Search keyword bids on the brand
No Search keyword contains the brand, so a competitor can sit above your result, often for less than you would pay. Judged on the Search keywords.
No Search keyword bids on the brand: How it decides and what to doCompetitors you named, that nothing bids on
Competitor names you confirmed that no keyword covers. Only the confirmed list is used, because history alone cannot tell a rival's name from a word your own product needs.
Competitors you named, that nothing bids on: How it decides and what to do
Spend
Where the money goes
A brand campaign letting Google decide what your own name is worth
Automated bidding on the account's own name. People searching for the brand have already chosen it, so Smart Bidding bids to reach its target on average, for clicks that cost far less by hand.
A brand campaign letting Google decide what your own name is worth: How it decides and what to doA campaign that runs out of budget most days
A campaign that runs out of budget on most days it runs: a budget decided once and never revisited. Separate from lost impression share, which measures how much is missed, not how often.
A campaign that runs out of budget most days: How it decides and what to doA device paying much more per conversion than the rest of its campaign
A device paying much more per conversion than the rest of its own campaign. The fix is a bid adjustment, not an exclusion, so the traffic and its measurement stay.
A device paying much more per conversion than the rest of its campaign: How it decides and what to do
Each season, planned. With volumes, bids and a budget.
Oppy reads twelve months of demand for what you sell, and proposes the campaign for the next season as a task with its timing. A season that has just started is due now; one still ahead keeps its date.
Restart, not rebuild
A seasonal campaign that ran last year is judged on how it did, and relaunched with what it learned.
Tests sized to the account
A new destination or offer starts as a test with a daily budget you approve.
Budgets that keep up
A campaign capped by its budget every day in high season is flagged, with what the missed searches would cost.
Your hotel's name is your cheapest booking. The audit checks that you bid on it yourself.
Booking sites often bid on hotel names. A brand campaign keeps your own ad in the race, usually for little.
Questions from travel and hospitality.
Anything else? Ask Oppy in the product, or write to the team.
Should we target people outside our country?
Often, yes: travellers plan from home. The audit flags interest targeting on every account, and for a hotel you can decline the switch to Presence. It also checks that each country is reached in the languages people search in there.
Can Oppy plan for the high season?
Yes. Media plans read twelve months of search volume from Keyword Planner, and seasonal campaigns are proposed with their timing, before the searches rise.
Booking sites bid on our name. What can we do?
Run a brand campaign so your own ad shows for your name. The audit checks whether one exists, judged on its keywords, and whether it runs on automated bidding that overpays for your own name.
Put Oppy to work on your account.
Create your account and connect Google Ads. Your first audit arrives in minutes, your first tasks soon after. 14 days free, no card.
- Every change logged in History
- Hosted in the EU
- Any account size