Millions of people worldwide rely on Search Ads daily to plan their travels.
In 2023, major travel companies invested heavily in Google Ads to reach potential customers. According to Statista, Booking Holdings and Expedia Group spent an estimated $3.2 billion and $2.3 billion, respectively, while Airbnb dedicated roughly $604 million.
To help frequent travellers find the best deals, Google is helping hotel advertisers showcase real-time feed data, including prices, ratings, and images, directly in Search Ads. The new update will also include attractions, car rentals, and events.
How To Drive More Engagement with Richer Travel Ads
In 2023, Google introduced Travel Feeds in Search Ads to a select group of hotel advertisers. The results were impressive: a 20% increase in click-through rates for those who used all ranges of formats.
Here are top three reasons why travel feeds work:
- Rich Data, Real Results: By using rich feed data, advertisers can showcase their available inventory with greater precision.
- Book with Confidence: Potential travellers can be assured that the featured properties, prices, and dates are accurate and up-to-date.
- Quick and Easy Decision-Making: Ratings and images provide a quick visual reference, making it easier for travelers to narrow down their options.
Google is now planning to expand Travel Feeds in Search Ads beyond hotels to include things to do, car rentals, and events in the coming months.
In its blog, Google wrote, “Potential travellers can rest assured that they can book featured properties for the exact prices and dates included in these ads. It’s also faster than ever to narrow down trip options through the ratings and images shown.”
How To Get Started with Travel Feeds in Search Ads
Google has streamlined the process of integrating Travel Feeds into Search Ads campaigns. For advertisers who already have a travel feed connected to Google Ads, both new and existing campaigns will automatically incorporate relevant feed information.
For those who haven’t yet linked a feed:
- One-Time Setup: Setting up a feed is a straightforward, one-time process.
- Flexible Control: Use opt-out options at both the account and campaign levels, which includes the flexibility to tailor your campaigns to your specific needs.
To maximise your potential of Travel Feeds in Search Ads, follow these steps and reach more potential customers. Soon, more advertisers will enjoy the benefits of dynamic feed data in other travel verticals.
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