Google has announced an expansion of its Travel Feeds feature for Search Ads.
This update allows hotel advertisers to directly include more detailed information from their feeds in search results.
A Google support page reads:
“When you link your Hotel Center to Google Ads, Google will automatically enrich existing Search ad formats with prices, images, and more to help drive better performance.”
New Capabilities
The expanded feature lets hotel advertisers display the following information in their ads:
Hotel details
Current pricing
Available dates
Customer ratings
Property images
Google notes 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.”
The hotel price and landing page are automatically sourced from your Hotel Center feed, with selections based on ad relevance, creative, and query.
Multiple designs are available as part of Travel Feeds in Search Ads.
Google provided some examples. Note, these are mockups only.
Screenshot from support.google.com, October 2024.
Potential Impact
According to Google’s internal data, advertisers using the full range of available formats have observed up to a 20% increase in click-through rates.