You can easily launch, manage, and track your Google Search Ads and other campaigns in DMP.

Go to the dashboard and click on the Search Ads under Products Section option that now appears:

 

What steps do I need to take to get started with my branded Google Ads Search campaigns?

Once your access has been taken over, our technical teams will have already configured your Google Search Ads campaigns, integrating brand protection targeting.

The structure of these campaigns is defined as follows: the operator analyzes your website, identifies the relevant pages to be promoted via extensions, and takes into account the available languages.

Depending on the languages available on your website, a campaign will be created for each one. We do not launch campaigns in languages that are not supported by your site.

Based on the principle that a user searching for the name of your hotel, regardless of location, is highly qualified, we target all countries by default.

So, if your site is available in English, all users searching for your hotel name in English can be targeted.

Analysis of Keyword Configuration

Our technical teams have configured your keywords for brand protection. In principle, no changes or adjustments are necessary. However, if you'd like to add a keyword variant corresponding to your hotel name, you can proceed as follows:

Click on the pencil icon next to the Campaign Name:

The Edit Campaign window will open. Navigate to the Keywords section.

Analyze the keywords pre-selected by our technical teams:

You'll notice that some terms are selected twice, with different match types. We recommend using the “Exact” and “Phrase” match types when choosing a keyword.

Google Ads offers three main match types

Each provides a different level of control and flexibility. These options allow you to adjust your ad targeting based on user queries:

Phrase Match (Exact Expression Match)

How it works: Your ad will only be displayed if the search includes the exact keywords in the specified order, possibly with other terms before or after.
Example:
Keyword: "sports shoes"
Potential queries: buy sports shoes, sports shoes for men, best sports shoes on sale

The exact phrase “sports shoes” must be present in the query, but other words can come before or after.

Exact Match

How it works: Ads are shown only when the search matches the keyword exactly or is a very close variant (e.g., plurals, misspellings). This is the most restrictive type.
Example:
Keyword: [sports shoes]
Potential queries: sport shoes, sport shoe (close variants)

The ad will only appear if the exact term or a close variant is used.

Broad Match (NOT RECOMMENDED)

How it works: Google shows your ads for searches related to your keyword, even if the query doesn’t include the exact term.
Example:
Keyword: sports shoes
Potential queries: buy sneakers, running shoe store

While offering broad coverage, it can result in less precise targeting.

Summary of Match Types Precision Levels:

• Phrase Match: Terms must appear in the correct order.
• Exact Match: Only the exact term or close variants.
• Broad Match: Very broad, includes synonyms and related terms – not recommended.

To add or remove a keyword:
Go to Keywords ⇒ Add Keywords ⇒ Select the match type ⇒ Enter your keyword.

Note: The system is not case-sensitive.

Negative Keywords

Negative keywords allow you to exclude irrelevant queries from triggering your ads. This helps you:

• Avoid unqualified traffic
• Improve ad relevance
• Optimize your budget
• Increase CTR

To identify irrelevant search terms, analyze your campaign’s search term report.

Examples of terms to exclude:
“job”, “reviews”, etc.

Ad Configuration Analysis

Our technical teams have configured your ads for brand protection.

In principle, no changes or adjustments are necessary. However, if you wish to modify the content, follow these steps:

Click the pencil icon next to the language → You’ll be redirected to the ad editing page.
Here you can modify:

• Final URL: The URL of your official website.
• Business Name: The name of your hotel.
• Headline: The title(s) of your ad. You can input between 3 and 15. Google will automatically optimize which ones are shown.
• Descriptions: Text describing your ad.
• Sitelinks: These are additional links under your main ad, directing users to specific pages (e.g., “Contact”, “Promotions”).
• Callout Extensions: Small texts highlighting benefits (e.g., “Free Wifi”, “Free cancellation”).
• Structured Snippets: Highlight specific features (e.g., amenities, property types).
• Call Extension: Adds a phone number users can click to call directly.
• Display Path: A customized path in your ad’s URL to give users an idea of the destination page.

How to Manage a Budget

There are several options available:

1. Default Monthly Budget Cap
   The budget runs automatically depending on click volume.
2. Daily Budget Cap
   The system divides your total monthly budget by the number of days in the month.
3. Custom Monthly Budgets
   Set different budgets for each month of the year.

Bid Management Options

Market Location Targeting:
Add one or more markets you want to target.

Market Exclusion:
Exclude markets you do not want your ads to appear in.

Pause or activate your campaign

What Are the Options in My Campaign Tracking Tables?

You can customize your dashboard by selecting the KPIs you want to monitor.