Demystifying PMax for hotels

PMax isn’t here to replace other advertising tactics but to complement them, adding another layer of depth to your marketing strategy

PMax was introduced in response to the changing digital privacy landscape, particularly the reduction of cookie-based tracking. Rather than focusing solely on keywords, PMax targets individual users by combining elements of traditional display and search campaigns. It leverages Google's rich user data to reach audiences based on their interests and behaviors.

Key takeaways

• PMax uses machine learning to identify the most cost-effective placements that align with your hotel's goals;
• Attribution can be a significant challenge with PMax campaigns, as they often receive disproportionate credit, which can overshadow other advertising efforts and lead to double counting of revenue;
• By incorporating additional Google Floodlight parameters such as Average Daily Rate (ADR), booking windows and Average Booking Value (ABV), hotels can achieve a higher level of precision when fine-tuning their PMax campaigns.

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