Optimizing copy entails being specific and clear with your word choice and highlighting elements of your hotel that you know your audience would love. Similarly, images should capture a colorful and engaging scene that looks appealing and stands out as unique.

One lesser-known but equally impactful way to improve your TravelAds sponsored listings is by optimizing for seasonality. Hotels can create an entire collection of distinct ads with unique images, copy, and selling points to run concurrently based on a shopper’s booking window. A different, customized ad will appear based on the dates a shopper selects for travel.