Google has upgraded its search ads to allow hotels to add “rich data” such as real-time rates, images, and user-review star ratings. This change aims to make ads more dynamic and engaging for users, leading to an increase in click-through rates for hotel advertisers. The upgraded ads are currently available globally, and Google is considering expanding this format to other industries such as car rentals, tours, and live events.
The traditional search ads that Google previously offered only displayed generic and static information about a property, such as the hotel’s name and basic details. The new “rich data” ads will provide users with more relevant and real-time information, including pricing, imagery, and reviews. While the impact of these new ads on hoteliers’ advertising strategies remains uncertain, some industry experts predict that displaying price and dates in ads can lead to higher click-through rates and conversions.
Google’s new tool may encourage hoteliers to advertise with search-based ads, despite already appearing in organic search results. Some hoteliers may rely on search engine optimization efforts and free Google Hotel Ads listings, which provide information about a hotel and offer links to booking providers. However, the new data-rich search ads focused on sponsored listings at the top of search results could enhance visibility for hotel advertisers without additional costs.
While Google Hotel Ads widgets are available for hotels to gain more prominent positioning by paying for placement, few hotels are choosing to do so and are instead relying on the free links provided by Google. The new data-rich search ads are expected to have a greater impact on click-through rates for hotels compared to the Hotel Ads widget, according to travel industry experts. Google’s upgrade to its search ads allows hotel advertisers to enhance their existing campaigns with real-time data for a more engaging user experience.
Overall, Google’s updated search ads with “rich data” provide a more interactive and informative experience for users searching for hotels. This change allows hotel advertisers to showcase real-time rates, images, and reviews to attract potential guests. While the impact of these new ads on hotel advertising strategies remains to be seen, the potential for increased click-through rates and conversions is promising. As Google continues to test and expand this ad format to other industries, hoteliers may find value in utilizing these dynamic and data-rich search ads to enhance their visibility and engagement with potential guests.
