Google Revamps Search Ads to Boost Hotel Bookings
Imagine transforming a static billboard into a dynamic display with real-time pricing and images. That’s the essence of Google’s upgraded search ads, designed to revolutionize how travelers find and book hotels.
Skift Take
Imagine converting a roadside billboard that you paste up once a season to an electronic screen with real-time pricing and images. That’s how to think about Google’s upgraded search ads.
For years, Google has allowed hotels to advertise at the top of search results. However, these ads were limited to generic and static information. Google announced on Monday that hotels can now enhance their ads with “rich data” such as real-time rates, captivating images, and user-review star ratings.
Hotels are the first to utilize this new “rich data” ad format in Google Search. However, Google plans to expand this functionality to car rental companies, tours and activities providers, and live event operators in the near future.
Making Ads More Dynamic
These “Search Ads” appear when users search for keywords like “hotels in [destination]” or specific hotel brands and locations. Google unveiled a visual example of how these enhanced ads will look, showcasing real-time pricing, enticing images, and customer reviews.
An illustration of what the new “rich data” search ads will look like. Source: Google
Uncertain Impact
It remains to be seen whether Google’s new tool, called Travel Feeds for Search Ads, will significantly encourage hoteliers to invest more in search-based ads. However, industry experts anticipate at least some uptake.
“Showing price and dates in ads is a big deal when it comes to clicks and conversions,” said Martin Soler, a Paris-based consultant to
Worth a look