Google is expanding Travel Feeds to all hotel advertisers using Search Ads, enabling them to present details like prices, dates, ratings, and images. Google is also testing the extension of this format to include activities, car rentals, and events.
How it Works
- Travel Feeds in Search Ads present dynamic, feed-based content about hotels, travel activities, and more.
- Advertisers with a connected travel feed in Google Ads will automatically have this data appear in both new and existing Search Ads campaigns.
- Setup is simple for those without a feed, with the option to opt-out at both the account and campaign levels.
Why We Care
Providing advertisers with more options to display rich, real-time data from their travel feeds in Search Ads can boost click-through rates and enhance user experiences. The dynamic integration of data such as pricing, availability, and images in ads results in richer information for potential travelers.
The Impact
- Google reports up to a 20% rise in click-through rates when advertisers utilize the full spectrum of Travel Feeds formats.
- The detailed data simplifies the process for advertisers to showcase inventory and assists travelers in quickly narrowing down their options.
What to Watch
It’s worth monitoring whether Google will successfully expand Travel Feeds beyond hotels to other key travel sectors in the future.
Bottom Line
Google is enabling travel advertisers to deliver more informative and engaging ad experiences by utilizing dynamic feed data in Search Ads.
About the Author
Anu Adegbola is the Paid Media Editor of Search Engine Land since 2024, covering paid search, paid social, retail media, video, and more. Adegbola began her career in 2008, focusing on digital marketing campaigns, with an emphasis on building strategies, maximizing ROI, and promoting efficiency within marketing departments. Aside from editing articles for Search Engine Land, she is the founder of the PPC networking event, PPC Live, and hosts the weekly podcast PPCChat Roundup. Anu is also an international speaker and has presented at various conferences including SMX in the US and Munich, Friends of Search in Amsterdam, brightonSEO, The Marketing Meetup, HeroConf, SearchLove, and many others.
