In the dynamic world of digital advertising, peak seasons play a pivotal role in shaping business success. For travel advertisers, much like the bustling seaside summer restaurants, the peak summer period can be a make-or-break opportunity. With Artefact, I’ve had the privilege of assisting top travel advertisers in navigating this crucial period. In this article, I’ll share invaluable insights and top tips to help you manage your PPC campaigns effectively and achieve outstanding results.

Tip 1: Bookings vs. Arrivals – Understanding the Dynamics:

Before diving into campaign management, it’s essential to grasp the concept of bookings vs. arrivals. In the travel industry, bookings are often made well in advance of the actual travel dates. This distinction is vital for planning your peak period strategies accurately. For instance, while a customer might book an all-inclusive holiday package months ahead, their actual travel might be slated for July or August. To align your budget allocation and avoid missed opportunities, consider both booking and arrival peaks when strategizing.

Tip 2: Crafting an Effective Campaign Structure:

Your PPC account structure should be a reflection of your business goals and objectives. Tailoring your campaigns to target specific source and destination markets enables you to fine-tune spending and track performance. This approach unveils unutilized budget potential in your key travel corridors and provides insights into competitive dynamics. Remember, a well-structured account fosters agility in optimization and allows for data-driven decision-making.

Tip 3: Elevating Bidding Strategy with Advanced Insights:

While standard bid strategies are foundational, delving into advanced strategies can give you a competitive edge. Enhance your bidding strategy by overlaying campaigns with pertinent first-party audience data. This infusion of valuable insights empowers Smart Bidding algorithms with nuanced business context. The Smart Bidding system is exceptional at analysing contextual signals but often misses identifying frequent travellers at first glance. By integrating segmented audience data and sharing it through API with Google Ads, you create a potent blend of algorithmic prowess and business acumen.

Tip 4: Pursuing Editorial Excellence for Impactful Messaging:

Editorial excellence is the hallmark of refining your ad strength and messaging to resonate with your audience. Ad strength, categorised from “Poor” to “Excellent,” gauges how well your ad aligns with Google’s best practices. While adhering to keyword intent and relevant headlines is fundamental, infusing “Summer”-themed headlines and distinctive descriptions can set your ads apart. The AI-powered format of Responsible Search Ads allows automatic testing of combinations to optimise performance. Furthermore, Google’s inclusion of image extensions in editorial assessment underscores the need to refresh these extensions with captivating summer visuals.


As the travel industry’s peak summer season approaches, harnessing the power of PPC campaigns is paramount. By implementing these expert tips, you can navigate the complexities of bookings vs. arrivals, create a strategic campaign structure, infuse advanced insights into bidding strategies, and achieve editorial excellence in messaging. Should you seek to leverage the full potential of your digital marketing during this season, our team at Artefact UK is here to offer a complimentary consultation. Reach out to us at, and together, we can elevate your peak season performance to new heights.

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