Google unveils property promotion ads globally for hotels looking to capture demand for users who are searching but don’t know what hotel they’d 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 a whitelist,” wrote Peter Fernandez, Product Manager, Hotel Ads in the announcement.
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.”