Google is expanding its Travel Feeds feature for Search Ads, letting hotel ads include more detailed information from their feeds in ads that appear in search results.
As the company said in an announcement:
“To help potential travelers get the most up-to-date and relevant info, advertisers have told us they want more opportunities to use Travel Feeds in Search Ads. Starting today, all hotel advertisers can now showcase feed data, such as hotels, prices, dates, ratings and images, in this ad format.”
The ad format for hotels now lets advertisers “use the same feed data already available in Hotel Center and used by travel advertisers in hotel campaigns to enhance more ad types.”
The hotel ads automatically pull price and landing pages
The ads are customizable as well, with multiple design options available and selections based on ad relevance, creative, and query.
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The new expanded hotel ads have been seen to increase click-through rates by up to 20%, based on Google’s internal data collected during testing.
The ads also have the potential to increase efficiency when setting up ads by automatically displaying Travel Feeds in Search Ads once you have linked your Hotel Center account to your Google Ads account.
To be eligible, you must have a Hotel Center account with a price accuracy rating of at least “Poor”.
Though currently limited to hotel ads, Google says it plans to test the Travel Feeds feature with other types of ads including travel attractions, car rentals, and local events.
