Google improves ad performance for travelers; expands Travel Feeds in Search Ads

Google has announced to expand its Travel Feeds in Search Ads feature to help travelers get the up-to-date and relevant information, google mentioned in its blog post. As per the blog, the update will allow hotel advertisers to directly include more detailed information from their feeds in search results.

Under this, all hotel advertisers can now showcase feed data, such as hotels, prices, dates, ratings and images. "We’re also experimenting with expanding this format to include things to do, car rentals and events. This means that soon more advertisers will enjoy the benefits of dynamic feed data in other travel verticals," the blog read.

According to Google, there has been a spike of 20% in click-through rates since the feature was introduced last year. This signifies that such enhanced ads are capturing the attention of travelers searching for a place to stay. The reason behind this being the use of feed data in this format, which makes it easier for the advertisers to showcase their available inventory.

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How can advertiser use this feature?

Google mentioned that advertisers with a travel feed already linked in Google Ads, both new and existing Search Ads campaigns will automatically include relevant information from the feed. Additionally, for advertisers who don't have a feed linked, set up is one-time and straightforward.

Google Ads also has opt-out options at both the account and individual campaign levels to ensure flexibility.