Use Cruise ads to showcase your cruise vacations

Get details about Cruise ads.

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 eye-catching cruise vacations to inspire bookings. We don’t crawl your website to generate content. Instead, Cruise ads are dynamically generated based on the data you specify in your feed file, which contains your business data, such as the destination and departure ports, cruise length, and any itinerary links. The more details you provide in the feed file, the more information we’ll include in your ads.

The benefits of using Cruise 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


Cruise ads are not available in audience campaigns or shopping campaigns.

To get started with Cruise 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 Cruise 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 Cruise ads campaign. You cannot use this campaign for any other purpose now or at a later time—it'll always be used as a Cruise ads campaign.

  1. From the collapsible menu on the left, select All campaigns > Campaigns > Create.
  2. Choose the appropriate goal for this campaign and we'll suggest the most helpful features for your campaign. You'll still have access to all Microsoft Advertising features regardless of the goal you choose.
  3. Select Search ads > Next.
  4. Follow the steps provided by the campaign creation wizard. Learn more about the different steps of the search campaign creation wizard.
  5. In Campaign settings:
    1. Include "EMBD_" in the Campaign name (for example, EMBD_Cruises1).
    2. Select Save & go to the next step.
  6. 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_Cruises_Dest:ALL_Category_ALL")

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

      Note: Avoid keywords such as “cruises” to ensure the campaign only serves as Cruise ads.

    3. Select Save & go to the next step.
  7. 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 Cruise 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.
  8. In Budget & bids, select Enhanced CPC from the Bid strategy dropdown menu.
  9. Select Save.

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