A select group of hotel advertisers using the enhanced data experienced “up to a 20% increase in click-through rates” in earlier tests
Oct 22, 2024
Google has long allowed hotels to buy ads at the top of its search results, but those ads have typically included basic, static information about the property. On Monday, the company announced a change that will allow hotels to include “rich data” in their ads – such as real-time rates, images and star ratings from user reviews.
Key takeaways
- Hotels are the first to use Google’s new “rich data” ad format in search results. The company is also exploring expanding this feature to car rentals, tours and activities, and live events;
- It remains uncertain whether Google’s new tool, called Travel Feeds for Search Ads, will significantly increase hoteliers’ interest in search-based advertising;
- Some hoteliers may feel that they already have sufficient visibility in Google search results through organic links, driven by search engine optimization (SEO) and other free listings on Google.
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