Google Expands Travel Feeds in Search Ads for Hotels
Google has expanded its Travel Feeds for Search Ads, enabling hotel advertisers to enrich their ads with comprehensive information such as hotel details, current pricing, available dates, ratings, and images. This update aims to boost ad performance by utilizing data from Hotel Center feeds, automatically populating search results with relevant hotel information.
Key Features:
- Enhanced ad formats with hotel details, prices, ratings, and images
- Automatic feed updates through Hotel Center
- Multiple design options for greater flexibility
- Multiple design options for greater flexibility
- Available in 21 countries, supporting 12 languages
A Google support page reads: “Google will automatically enrich existing Search ad formats with prices, images, and more to help drive better performance.”
New Capabilities
With this expansion, hotel advertisers can now showcase more specific details in their ads, including hotel information, current pricing, available dates, customer ratings, and property images.
Google highlights that advertisers can: “Use the same feed data already available in Hotel Center and used by travel advertisers in hotel campaigns to enhance more ad types.”
Hotel prices and landing pages are automatically sourced from the Hotel Center feed, with ad designs customized based on relevance, creativity, and user queries. Multiple ad formats are available as part of this feature.
Potential Impact
Based on Google’s internal data, advertisers utilizing the full suite of available formats have reported up to a 20% increase in click-through rates. However, it’s important to note that individual results may vary, and these figures have not been independently verified.
Implementation
Google will automatically incorporate Travel Feeds into Search Ads once you link your Hotel Center feed to a Google Ads account. Advertisers have the ability to configure feed sharing controls at both the account and campaign levels.
Key Points:
- If you need a Hotel Center account, refer to Google’s Hotels starter guide.
- Create subset feeds to link to specific properties.
- Use URL parameters to monitor clicks from travel ads.
Availability
To utilize Travel Feeds in Search Ads, advertisers must have a Hotel Center account with a price accuracy rating of at least “Poor.”
