Use Tours and Activities ads to showcase specific tours and activities

With Tours and Activities ads, you can include images, videos, and other relevant details to make your ads inviting and engaging.

These ads are currently available globally in English. If you'd like to serve them in another language, don't worry—more languages are coming soon!

Showcase your Tours and Activities with these interactive, premium ad types, in which you can include images, current prices, reviews, and other relevant details. We don’t crawl your website to generate content. Instead, Tours and Activities ads are dynamically generated based on the data you specify in your feed file, which contains your business data, such as the price, videos, and ratings. The more details you provide in the feed file, the more information we’ll include in your ads.

The benefits of using Tours and Activities ads

  • Customized ads. Submit and schedule your feed, and based on the attributes you provide, we'll create relevant, personalized ads.
  • Improved return on ad spend. See more volume, increased click-through rates (CTR), and lower cost per click (CPC) rates.
  • Save time with automation. With no keywords required, the ads are created by feed files that use Microsoft AI automation and are fully equipped for bulk upload.

Get started


Tours and Activities ads are not available in audience campaigns or shopping campaigns.

To get started with Tours and Activities ads, you'll need to create a search campaign with a responsive search ad that functions as a placeholder. Then, you'll create a dynamic data feed file where you'll reference the campaign. We create your Tours and Activities ads by pulling information from your feed file to generate ad copy and we use the responsive search ad's settings for targeting and optimization.

Note: The campaign you create will always be a Tours and Activities ads campaign. You cannot use this campaign for any other purpose now or at a later time—it'll always be used as a Tours and Activities ads campaign.

  1. From the collapsible menu on the left, select All campaigns > Campaigns > Create.

    If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, select Create.

  2. Choose Drive conversions or Generate leads as your campaign goal.
  3. Select Search as your campaign type.
  4. Select Search ads below Which ad type would you like to serve?
  5. Select Continue.
  6. Follow the steps provided by the campaign creation wizard. Learn more about the different steps of the search campaign creation wizard.
  7. In Campaign settings:
    1. Include "EMBD_" in the Campaign name (for example, EMBD_Tours1).
    2. Select Save & go to the next step.
  8. In Ad groups:
    1. Create at least one ad group. You can create multiple ad groups with different bids for future performance optimization.
    2. Create only one keyword for each ad group. You can choose a placeholder keyword that a customer is unlikely to enter (for example, "EMBD_Tours_Dest:ALL_Category:ALL").

      You must surround your keyword with brackets ([ ]) to indicate an exact match (for example, [EMBD_Tours_Dest:ALL_Category:ALL]).

      Note: Avoid keywords such as “tours” to ensure the campaign only serves as Tours and Activities ads.

    3. Select Save & go to the next step.
  9. In Ads & ad extensions, below Standard ad groups, select Create ad.
    1. From the Ad type dropdown menu, select Responsive search ad.
    2. Enter the Final URL, which will feature as the Display URL in your Tours and Activities ads.
    3. Enter placeholder values for each field. Since this ad will be dynamically populated by the attributes in your dynamic data feed file, your placeholder values can simply be “test”.
    4. Select Save to continue.

      Note: If you created more than one ad group, you'll need to create one responsive search ad for each. Do not create more than one responsive search ad for each ad group.

    5. Select Save & go to the next step.
  10. In Budget & bids, select Enhanced CPC from the Bid strategy dropdown menu.
  11. Select Save.

You can leverage your Tours and Activities ads feed for dynamic remarketing by setting up an audience campaign, where you associate the same feed.

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