Google has announced some improvements to Travel Feeds in Search ads, which it claims will help hoteliers reach even more customers.
Travel Feeds in Search ads uses your Hotel ads feed data to feature hotels and booking links with your search ads. The new improvements from Google mean that hotels can now display feed data that includes:
- Hotel information
- Prices
- Dates
- Ratings
- Images.
Example mock-ups from Google of rich hotel data in Travel Feeds in Search Ads
Google has already tested these new formats to a small group of hotel advertisers in the past 12 months and are reporting seeing a 20% increase in click-through rates.
One advantage of this feature is that due to it using data directly from your feed, it will automatically enhance your inventory.
This gives potential customers confidence too, as the data is accurate and ‘live’. They can make choices for an ideal hotel with the new ratings and property images.
Google has also stated that they are testing expanding the Travel Feeds over the next few months with things to do, car rentals and events. If successful and rolled out, this will provide even more opportunities for the leisure sector to utilise paid search ads to drive more business.
Example mock-ups from Google of things ‘to do data’ in Travel Feeds in Search Ads
If you already have your Google Ads account linked to a travel feed, then any campaigns will now automatically include the relevant information.
For those who have not yet set this up, you can create a Hotel Centre account and set up your feed accordingly.
Have some more questions on this or want to ensure your set-up is optimised? Contact our paid media experts today via email or call 01637 226 229.
