Choosing your destination for advertising
When you pick a destination, you choose where your ad appears and which of your adventures it promotes. Every entry in the list is a destination your tours actually cover, with the number of your adventures shown beside it:
Destinations come as Country, Region, or Continent. An adventure appears at the level that matches how widely it ranges:
- Stays within one country → it appears under that Country (e.g. an Thailand‑only tour shows under Thailand).
- Spans several countries → it appears under a Region (e.g. an Croatia & Albania tour shows under Balkans).
- Spans several regions → it appears under the Continent (e.g. a tour going through many countries in Europe shows under Europe
An adventure sits at just one of these levels — the one that matches its span. It does not roll up into broader buckets: a single‑country Italy tour appears under Italy, not also under a wider "Europe" entry.
On top of that, an adventure can also appear under more specific areas within a country that it covers — also shown as Region — for example an Italy tour focused on the south also appears under Sicily or South Italy. This lets travelers searching a specific area find it, and gives you a more targeted option.
Once you pick a destination, we show the adventures tagged to it so you can feature your best ones (up to 5). You can deselect the default top tours and choose others to advertise:
Your budget — how long the campaign runs
Your budget is the total you prepay. The budget is only consumed used when a traveler clicks your ad and lands on your adventure — being shown is free. When the budget is used up, your ad stops.
To help you plan, we show an estimated duration based on your budget. It's a guide, not a guarantee: the exact end date depends on live advertising costs while your campaign runs.
Why is the duration an estimate?
Your budget buys clicks, not days — and the cost of each click rises and falls with how many travelers are searching your destination and how hard other operators are competing for the same spots. When demand is high, clicks cost more and your budget is used up sooner; when it's quiet, it stretches further. So the duration we show is a guide based on typical costs, and the real end date depends on live demand while your campaign runs.
Visibility strength — how hard you compete
Adjusting this is optional — if you don't change it, we use Balanced. It's there for when you want more control.
Ad placements are limited, and operators compete for them every time a traveler searches. Visibility strength is how hard your ad competes in that moment:
- Selective — your ad still appears, just less often. It wins fewer of the competitive placements, at a lower cost per click, so your budget stretches further and your campaign runs longer.
- Balanced (the default) — a steady middle ground at an average cost per click.
- Maximum — your ad competes hard to be shown as often as possible. You reach travelers quickly, but each click costs more, so your budget is used up faster and the campaign runs shorter.
What does Cost per click mean?
Cost per click is the amount you pay each time a traveler clicks your ad and lands on your adventure — you're only charged for actual page visits, not for the ad being shown.
Head‑to‑head for the same traveler, the operator with the higher visibility strength is usually the one shown — but they use up their budget faster to get there.
How to choose
- Not sure? Start at Balanced.
- Want a short, high‑impact push? Move towards Maximum.
- Want a selective presence that lasts longer? Move towards Selective.
An easy way to remember it: Visibility controls how loudly your ad speaks; Budget controls how long it keeps talking.
An example: Italy
Say Operator A and Operator B both advertise their Italy adventures. On TourRadar there are pages featuring Italy tours — such as the Italy destination page, "Italy tours" search results, and related listings — where travelers browse and compare trips. Both operators' ads compete to appear there.
- Operator A sets visibility to Maximum. Each time a traveler searches Italy, A competes hard and wins most of the spots — so A is seen far more often, reaching lots of travelers quickly. But A pays more per click, so A's budget empties sooner and the campaign runs shorter.
- Operator B sets visibility to Selective. B's ad still appears, just less often — winning the placements A doesn't, at a lower cost per click. B reaches fewer travelers at a time, but the budget stretches further and the campaign runs longer.
- You're only charged when a traveler clicks through to your tour — being shown is free.
- Your budget is a hard cap: once it's used up, your ad simply stops.
- Higher visibility isn't wasted budget — if no one clicks, none of your budget is consumed. You're just prioritizing being seen.
- Any unused budget is never lost — it rolls over into your next campaign.
Questions? Contact your TourRadar account manager.