Google expands Travel Feeds in Search Ads

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.