Performance Max Best Practices

Performance Max (PMax) is a unique offering that takes full advantage of multiple marketing channels, promoting your hotel across Google’s ad inventory. We’ve already looked at the basics of this campaign type in “What Is Google’s Performance Max?” and assessed its efficacy and use cases in our Performance Max Performance Analysis, so the only thing left is to get this campaign live!

Performance Max is a more recent addition to the marketing world, only introduced in 2021, but we've got you covered. Check out the list of our best practices and campaign recommendations to get the most out of this campaign type.

PMax budget recommendations

Through our testing, we’ve determined that PMax campaigns require a minimum spend of $45 per day in order to run effectively and generate positive results.

While we have yet to determine a maximum spend, we recommend starting close to this minimum and ramping up over time. While PMax campaigns tend to generate positive results, certain hotels can see negative effects from this campaign type, so it’s important to start slow with a lower-spend testing phase. 

We highly recommend adding additional budget to support the launch of a PMax campaign. However, if budget redistribution is necessary, we recommend pulling from non-branded campaigns such as Market Terms. See our Performance Max Performance Analysis for more details.

When to launch a PMax campaign

Because Performance Max relies heavily on automation, Google requires a fair amount of data before PMax campaigns can run effectively. 

We recommend a minimum of 3 months of Google Ads data before launching a PMax campaign, with a minimum of 30 conversions. This ensures the account has enough history for your PMax campaign to identify your hotel’s converting audiences.

How to prioritize a PMax campaign

Because PMax campaigns utilize account-wide data to run more effectively, we highly recommend running PMax alongside other Google Ads campaigns. 

Based on our Performance Max Performance Analysis, we recommend prioritizing Brand Terms over PMax campaigns, and PMax campaigns over non-branded campaign types. However, the ultimate priorities and focus areas within your hotel’s advertising strategy will depend on your individual marketing goals and performance history.

First-party data & PMax campaigns

Along with historical campaign data, Google Ads uses “audience signals” to serve ads effectively. Audience signals can include affinity and in-market audiences, such as “Luxury Travelers,” as well as search terms, such as “Hotels In Park City.” However, the addition of first-party data makes PMax campaigns far more effective.

Signals such as customer match lists and Run of Site audiences are highly individualized for your specific hotel, making them an incredible resource for Google when trying to identify converting audiences and serve ads effectively.

Asset quality in PMax campaigns

High-quality assets are always important in advertising, but even more so when it comes to PMax campaigns. Due to the mix-and-match nature of this campaign type, it’s vital to have a wide variety of appealing, up-to-date image and text assets. High-quality video assets from YouTube, while not strictly required, are also a major benefit to a PMax campaign.

Google does provide the option to automatically generate certain PMax campaign assets, but we highly recommend against this. Automated assets are often low quality, offer very little control over brand voice, and tend to perform poorly.

Performance Max campaigns have an incredible amount of potential, but they aren’t magic. For your PMax campaigns to run effectively, they require proper input, including high-quality assets, comprehensive data on converting audiences, and a dedicated budget.

If you’re looking for more information on Performance Max, or want to get your hotel set up with this campaign type, don’t hesitate to reach out.

[E-book] Mastering Google's Performance Max: Campaign Performance, Impact, Key Use Cases, and More

Google’s Performance Max is a unique type of campaign that takes advantage of multiple marketing channels, utilizing all of Google’s inventory for your hotel’s advertising efforts. 

For more details on the utilization, pros, and cons of Performance Max campaigns, see our previous blog post on “What Is Google’s Performance Max?”

On the surface, Performance Max seems like an incredible option. Taking advantage of multiple marketing channels with one campaign increases the potential for traffic growth, increased conversions, and better cost efficiency.

But is Google’s Performance Max really all it’s cracked up to be? We put this campaign type to the test, and the results surprised us.

Get all the insights in our ebook.

Maximizing your TikTok Campaign Potential

ICYMI: TikTok has been reinstated for the time being, and if you haven't tested TikTok advertising for your property, now's your chance. 

TikTok is a playground for creativity and connection. With millions of active users and endless opportunities, it’s the ultimate space for advertisers to think outside the box and make a real impact.

Learn how to engage users, collaborate with creators, and drive results effectively.

Leverage TikTok’s Creative Codes

TikTok’s Creative Codes are designed to help advertisers craft ads that perform well on the platform. Here’s an expanded look at each component:

• TikTok-first content: TikTok thrives on organic, native content. This means that ads should feel like they belong to the platform, unlike traditional ads. Using vertical formats (9:16 aspect ratio) and lo-fi, unpolished visuals (e.g., raw footage, informal settings) helps make ads feel more authentic. Creators are central to TikTok, so partnering with influencers or creators can elevate your ad’s relevance and engagement.
• Trends: TikTok is driven by trends, and these can be fleeting, so it’s essential to stay on top of what’s happening in real time. TikTok's Creative Center is a great tool for finding current and popular trends. Integrating your brand into these trends can make your content more shareable and increase its reach. For example, if a popular meme is trending, creating an ad that aligns with that meme can catch the audience’s attention quickly.
• Production: TikTok users expect high-quality video but not overly produced content. Use crisp visuals and sound but maintain an authentic, informal feel. Keeping your content fresh is key—if ads look stale or overly similar to previous ones, they can lose engagement. Refreshing your video ads regularly prevents ad fatigue, where users start to ignore or block out your content.
• Structure: A good TikTok ad often follows a simple, clear structure:
  • Hook: Capture attention in the first 3 seconds with something unexpected or intriguing.
  • Body: Provide value or content that supports your message (e.g., product benefits, brand story).
  • Close: End with a strong, clear Call-to-Action (CTA) that guides the viewer on what to do next, whether it’s clicking a link or visiting your website.
• Stimulation: TikTok ads should move quickly. Use fast cuts and scene changes to maintain interest, and text overlays to highlight key points. People tend to scroll fast, so your ad must grab attention immediately. Dynamic editing with playful transitions can make the ad feel more like organic content.
• Sound: TikTok is inherently auditory, so sound plays a huge role in creating an emotional connection. Music sets the mood of the ad, while voiceovers can help tell a story or explain how your product works. TikTok’s Commercial Music Library ensures that you have access to royalty-free music, which can be essential for maintaining the copyright integrity of your content.

Embrace Native content

Native content refers to ads that blend seamlessly into the platform’s regular content, making them feel like organic posts rather than intrusive ads:

• Keep it real: TikTok users are highly sensitive to inauthenticity. Ads that appear overly polished or commercialized can appear out of place. Instead, use lo-fi aesthetics, such as videos filmed on a smartphone with natural lighting, and avoid high-end production values.
• Use vertical format: Vertical video (9:16) is the standard on TikTok, and videos that are in this format tend to perform best. Horizontal videos often look awkward and less engaging on mobile devices, which is the primary way TikTok is consumed.
• Feature people: Authenticity is key on TikTok, so showing real people, such as employees, creators, or customers, can foster a deeper connection with the audience. If possible, feature user-generated content or collaborate with influencers, as their followers are more likely to trust and engage with the content.

Follow TikTok trends

Trends on TikTok can be divided into moments, signals, and forces, each offering different types of opportunities for your brand to align with cultural currents:

• Moments: These are short-term trends, often based on memes, viral challenges, or real-time events. Brands can capitalize on these by participating in the trend quickly and authentically.
• Signals: These are mid-term cultural trends that may last weeks or months, such as new product categories, emerging cultural shifts, or seasonal events. Adapting to these trends can help brands stay relevant over time.
• Forces: These are long-term cultural patterns, like sustainability or social justice, that shape behavior and attitudes. Aligning your brand with these broader, deeper trends can help create a more lasting connection with audiences.

Optimize sound

TikTok is a highly immersive platform, and sound is one of the most important elements for keeping users engaged:

• Music: The right song can enhance the emotional appeal of your video. It helps set the tone of your content, from energetic and playful to calm and soothing. TikTok allows users to select songs from its vast library, and using trending music can also give your content more exposure.
• Voiceovers: Adding a voiceover to your ad can help explain the product or service you're offering, tell a story, or provide additional context. Voiceovers are especially useful for tutorial or instructional content.
• Commercial Music Library: This library offers pre-cleared music that is safe to use for commercial purposes. Using music from this collection ensures that you don’t run into copyright issues, which can be crucial for maintaining the integrity of your brand.

Value of creativity

Creativity is at the heart of TikTok's success, and it must resonate with your target audience on a personal level:

• Empathy: Understand the values, challenges, and interests of your audience. Show that you are aligned with their emotions or concerns, whether it’s through humor, inspiration, or relatability. This can increase viewer trust and make the content more shareable.
• Resonance: The content should evoke an emotional response. This can be through storytelling, creating scenarios that the audience can relate to, or tapping into cultural relevance (e.g., addressing timely issues or trends).
• Variety: Mix content types to keep your audience engaged. Entertainment-focused videos might attract attention, while educational content can provide more value. Combining different formats helps you reach a broader audience with varying preferences.

Strategies for Success on TikTok

Here are several key strategies for optimizing your TikTok campaigns:

• Blend paid and organic content: A strong organic presence (e.g., regular posts, user-generated content) can make your paid ads more effective. By consistently posting relevant content, you build trust and credibility, making users more likely to engage with your ads.
• TikTok-first content: Embrace the native, informal storytelling style that works well on TikTok. Ads that integrate into the TikTok environment feel more authentic and resonate better with users.
• Creator collaborations: Influencers and TikTok creators are trusted by their followers. Partnering with them allows your brand to tap into their audience and establish credibility in an authentic way.
• Creative tools: TikTok’s Creator Marketplace is a valuable resource for connecting with influencers, while AI tools can help scale your content and optimize performance. These tools enable you to manage your campaigns efficiently and target the right audience.

Need help getting started with TikTok ads? Reach out today!

Inbound - Report From the Field Day Two

By the afternoon of Day 2, Inbound becomes an exercise in mental stamina.  So. Much. Marketing.  

Whereas the first day was full of big concepts and big ideas, day two seemed more about getting down to business.  The first session of the day had some prep work on the screen when we walked in:

Hopped up on coffee and adrenaline, we followed along as the speaker used generative AI to map a data-driven customer journey.  He followed it up by building target customer personas and drafting new ads meant to plug holes in the customer journey.  Our notes are a fever dream of multi-modal AI prompts.  

For lunch, we enjoyed a bite-sized discussion with Kara Swisher talking about the dangers and promises of emerging technology.  Kara is a scion in the technology industry and her trademark combination of wit and insight were as advertised.  

Then it was back to the heavy content, as speakers tackled everything from SEO to attribution modeling.  

Of particular interest to us and our clients was the impact of AI on SEO.  It is clear that AI is eroding search traffic.  When potential guests search for content relevant to a hotel, the in-browser AI often provides effective answers, eliminating the need for the user to visit the property website.  We attended several sessions from industry leaders on how to break through the paradigm and rank within the AI answers.  This is the new frontier of SEO, and one thing is clear; entirely new tactics will be required to achieve relevance in an AI-driven world.

We learned about the new buyer journey, how to more effectively use creative in LinkedIn, how to integrate emerging technology responsibly and how to balance media across social advertising channels.  Our collective notes have reached 47 pages, and we still have a day to go.  Inbound is bountiful.

*No AI was harmed in the composition of this blog post.