How to start with Google Adwords as charter company or travel ageny

When it comes to starting with search engine advertising, Google Adwords is often the first choice. This is definitely recommendable, because on average 40% of all websites traffics comes only through the search engine google.

In the following we explain how you should create your first Google Adwords campaign and what you have to pay attention to as a charter operator or travel agency.

Step 1 – Choose the right campaign objective 

If you don’t have a Google Account yet, it all starts with creating a Google Account first. To do this, simply go to and click Sign Up in the top right corner. Creating a Google Account takes just a few seconds

Next, you need to link your Google account to a new Google Ads account. You can also do this directly on by simply logging in with your new Google Account.

You’ll then need to give your Google Ads account a name and most likely go straight to campaign creation. There you can simply enter anything so that the window closes and you get to the normal Google Account overview. This should look something like this.

Google Adwords for charter companies and travel agencies

Next click on the blue dot circled in red with the plus symbol and then on “New campaign”. Now a new window should open in which all selectable campaign objectives can be seen.

At this point it is time to take a moment to determine the desired goal of the advertising campaign.

Do you want to generate sales directly and direct purchase of products is possible at all on your website? Then “Sales” is the right choice for your campaign. Is it perhaps a more expensive product that requires some prior consultation? This will certainly not just be bought, so “Leads” is a good choice. You can use it to collect email addresses or phone numbers of people who are interested in your offers. These two campaign destinations are most often used by advertisers and are very good for charters and travel agencies. 

There is also “Website traffic”, which brings more visitors to your website, as well as “Product and brand consideration”, “brand awareness and reach” and “App promotion”. These campaign goals can be tested, but are not recommended for charter companies and agencies from our site.

That’s how it looks in Google Adwords.

The next step is to select the form in which the ad will be displayed. There you have “Search”, “Display”, “Shopping” and “Video” to choose from. The “Search” ad placement is the best choice at the beginning, because people convert best there. This ad will look the same later as if you’re shown at the top of the organic search results.

Now you have to define your campaign goal more precisely. It is advisable to take the target that most resembles your own. For example, if you choose leads, the target “Lead form submission” is the best choice. Of course, it is important that a lead form exists on your website and that the tracking is set up correctly.

Step 2 – General campaign settings

There are a lot of settings in Google, but not all of them should be used at the beginning. Only if you know exactly what you are doing, you should start playing around with the advanced settings.

First, you should give your campaign a meaningful name. So you always know exactly which campaign is set how. This is very important in order to keep track and make decisions later on.

For networks, we recommend that you only select the “Search Network”, otherwise your ads will not only appear in Google Search but also in other places such as Google’s partner websites. There simply the conversion rate of people is lower.

You set up should then look like this:

Next, you need to determine the targeting and audiences. Here you should make sure that you only enter the countries or cities for which your offer is really relevant. If you have several countries. It’s a good idea to create a separate campaign for each country with its own advertisements. In addition, you can select the language of your target audience so that your ad can be understood by your target audience.

Then you have to enter your campaign “budget”. You have to specify how much you want to spend on average per day. This should not be less than 10€, otherwise your ads will be played very little.
The “bidding” should not be changed, most of the time the default setting is the most effective.


The last step is to add so-called “Ad extensions”, which make the ad even better. Here you should add as many different variants of “Ad extensions” as possible, as long as they really make sense in connection with the ad. Don’t try to repeat content or add irrelevant information to these ad extensions.

Click now on “Save and continue” to start the next step. 

Step 3 – Creating ad groups

At the ad group level, the main thing is to enter the keywords. There are many different ways to organize your ad groups.

Each keyword can be entered in 3 different ways. “Broad”, which means that the keyword can be extended by further words and the given words can be swapped in order. Then there is “Phrase”, which means that only the order of the words can be changed but no further word can be added to the keyword (or words). And then there is “Exact”. In this case, the display is only played if exactly this keyword is entered.

In this case everyone must decide for himself whether he wants to sort his campaigns according to keyword type or according to other criteria such as a topic. In my example, I put 3 different keyword types into an ad group where I have different countries in the keyword.

In any case, it makes sense to try out several keywords and create several ad groups for them. However, you should make sure that there are not too many, because the campaign budget is divided among each individual keyword. If you give the campaign too little budget, most keywords will not be played and the effort was for nothing.

Step 4 – Creating the ad itself

The creation of the actual advertisement is a decisive factor for the later success of the advertising campaign. It is extremely important that the message in the advertisement also makes sense for the selected keywords. But the target page that people click on your ad to get to is also extremely important and should show exactly what is promised in the ad.

You also have the possibility to create several variants of advertisements. These will then also be tested against each other. Also here it is basically good to create several advertisements, but the budget must be large enough again.

Step 5 – Confirmation

In the last step you have again a small overview of your campaign with all settings. Check all settings again and press “Continue to Campaign” to start the campaign. Now you are done and the campaign will start in the next hours.

We wish you much success with your first Google Adwords ad! If you have any questions, please feel free to contact us via our Contact page or by e-mail.

You liked that post? Maybe you also like the following blogposts: 

Follow us on FacebookInstagram and LinkedIn to be regularly provided with valuable knowledge around the yacht charter market. 

Share on facebook
Share on whatsapp
Share on twitter
Share on linkedin
Share on xing
Share on email

Be up to date

Get the latest news about the charter market once a week by e-mail.