Today, we’re announcing the global availability of property promotion ads, an ad format that helps advertisers reach users who have not yet identified the exact hotel they would like to book. They show prominently in search results for geographical locations, allowing advertisers to position specific hotels in a particular place. Previous to this launch, direct participation in property promotion ads was done through an allowlist. Now, advertisers will be able to set specific bids for property promotion ads through the Google Ads interface, API and bulk upload system.
We’ve heard feedback from our hotel partners that they want better ways to capture demand for situations where a hotel is seeking more brand awareness in a particular area – perhaps they’ve just opened, have a special promotion, or want to take advantage of increased demand from seasonality or surrounding events.
While standard hotel booking link ads are meant for advertisers to capture a booking for a hotel a user already chose, property promotion ads are designed to enable advertisers to influence the buying decision for users still looking for a hotel. They allow partners to show their pricing and availability right at the top of the first search results page, appearing prominently in search results for geographical locations. They also appear in Google Maps, and we’re continually experimenting with their placements on other Google surfaces as well.
Leading travel marketing management company Koddi has been a part of the pilot for property promotion ads, and has found it’s helped them capture demand and reach new travelers. "Incrementality is an important focus amid recovery, and property promotion ads has been a great opportunity to drive incremental volume by increasing visibility and creating awareness for the hotels in the markets where they may not typically rank higher in the search results,” said Deep Kohli, Sr Director of Client Services at Koddi. “It has been a great way to capitalize on strategic opportunities to shift share from competitors, increase brand awareness, and improve occupancy levels."
With this launch, property promotion ads will be made available via an ad group type within the Hotel Campaign in Google Ads. All active hotel campaign advertisers will be eligible to show.
If you’re interested in learning more about property promotion ads and how to set them up, check out our Help Center article here.
To learn even more about how you can get your hotel business online, sign up for our upcoming Grow With Google webinar.
Posted by Peter Fernandez, Product Manager, Hotel Ads