Google is making Travel Feeds available to all hotel advertisers in Search Ads. This will let you showcase details like prices, dates, ratings and images. Google is also experimenting with expanding this format to include things to do, car rentals, and events.
How it works.
- Travel Feeds in Search Ads display dynamic, feed-based information about hotels, travel activities and more.
- Advertisers with an existing travel feed linked to Google Ads will automatically see this data surface in new and existing Search Ads campaigns.
- For those without a feed, setup is straightforward, with opt-out options at the account and campaign level.
Why we care. Giving advertisers more opportunities to showcase rich, real-time data from their travel feeds in Search Ads can lead to higher click-through rates and better user experiences. Dynamically integrating data such as pricing, availability, and images directly into ads allows for richer information for potential travelers.
The impact:
- Google claims to have seen up to a 20% increase in click-through rates when advertisers use the full range of Travel Feeds formats
- The rich data makes it easier for advertisers to showcase inventory and for travelers to quickly narrow down options
What to watch. Whether Google will successfully expand Travel Feeds beyond hotels to other key travel verticals in the coming months.
Bottom line. Google is empowering travel advertisers to provide more informative, engaging ad experiences through the power of dynamic feed data in Search Ads.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
