Google Adds New Features For Hotels Hotels Can Now Adjust Their Rates In Real-Time, Directly From Their Profiles

author image Written by: Rabije Gashi Corluka           Categories - Paid Ads

Google announced three new features for hotels that want to list their rates or provide booking links through Google. With new features, hotels will be able to manage and change their rates much easier. Just in time for some post-pandemic travelling!

Google’s new updates are supposed to help advertisers and hotels manage their lists, stay ahead of the competition, offer real-time prices, and change rates directly on their Google Business Profiles.

So, what’s new?

Industry Standard Protocols

Some rules and protocols help hotels be consistent with booking, make changes and adjust rates. Google will support these protocols.

No More Spreadsheets

Google will no longer require hotels to upload annoying spreadsheets and files to add rates to their Google Business Profile. Instead, users can put their rates into their profiles directly. This way, hotels can keep up with demand and adjust their rates more quickly, without depending on technology providers or partners.

Eligible hotels will be able to directly input their rates through Google Business Profile and participate in free hotel booking links.

Photo Source: Google Ads Help
Read More: Google Unveils Its New Travel Search Features

Open Access to Hotel Ads

Hotels will no longer need a Hotel Center account to run campaigns. That way, any Google advertiser can search and run campaigns for any hotel. When creating a campaign, advertisers can specify “I do not have a Hotel Center account.”. This will let the advertiser search for and choose hotels of interest. Google will automatically select the highest-quality feed for hotels where Google has available rates.

Performance Max For Hotels

This update will allow hotels to use PMax for promoting their properties across Google, including property-specific queries on Search. It is supposed to arrive in the second half of the year.

With it, you will be able to easily set up ad campaigns with pre-populated asset groups for each property, with automatically generated images, descriptions, and videos you can edit. You will also be able to target property-specific searches on Google, by promoting your hotel across Google’s advertising channels within Performance Max.

Photo Source: Google Ads Help

There are no specifics about the launch date, but you can read the whole announcement here.

Read More: Google Performance Max Getting 7 New Updates

Rabije Gashi Corluka

Rabije always enjoyed finding different angles to a story, so it’s not surprising her curiosity influenced a move to a new continent, widening her perspective. She enjoys hearing people's stories and learning about different cultures and places - but most of all, she loves putting her thoughts on a piece of paper. Her love for writing led to her studying Journalism and PR, but she actually became a storyteller during her radio-hosting era. Now, she uses her skills, experience, and love for writing to help your brand stand out.

Google’s Effort Against Financial Fraud


Google is expanding its verification program for finance ads. This is a part of their effort in fighting against financial fraud. Advertisers proving they’re authorized to promote financial services will soon be a must.

By adding verification, Google is adding an extra layer of protection. That way, the search engine ensures fewer scams happen, meaning fewer people will get hurt by financial ads.

After the UK, Google is expanding the verification program to Australia, Singapore, and Taiwan.

Read More: Google Ads Announces Top 3 Priorities for 2022

What Will Change For Advertisers?

After August 30th, advertisers will have to go through two extra steps before running ads promoting financial services:

  • Prove that they’re authorized by a financial services regulator
  • Complete Google’s advertiser verification program

Since the policy has more than two months to go into effect, advertisers can start applying for verification at the end of this June.

Read More: Google Announces ‘My Ad Center’

Google’s Advertiser Verification Program

This program consists of multiple requirements, and each has its set of steps to complete. After starting the process, you have 30 days to complete it.

In this verification process, advertisers will have to provide basic information about themselves and their business. No worries, when you’re selected for the Advertiser verification program, you’ll get an email and an in-account notification says Google.

You will have to:

  • Answer a series of questions about your business – such as if your business is using a marketing agency, who’s paying for the ads, etc.
  • Verify your identity – this will have to be done by an admin of the Google Ads account, an authorized representative
  • Verify details about your business operations – based on previous answers, google might ask you about your business model, registration information, types of services, etc.

Find the selection criteria and more information about the verification process here.

Read More: Google Ads Shares Automation Best Practices
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Google Ads Shares Automation Best Practices


Google released a Search Ads Automation Guide that shares some tips for using automation to reach customers.

It also addresses the questions and concerns users have about automation. That should ease their fears about letting go of control over their bids.

The guide seems to be necessary since recent findings in a Search Engine Lands article show that adoption of automation is positive, but the overall satisfaction with it remains low.

Here’s what Google says we should do:

  • Use a broad match keyword strategy
  • Use smart bidding strategies
  • Use responsive search ads
Read More: Google Ad Manager Getting 8 New Updates

Broad Match Keyword Strategy

Before, advertisers didn’t like using broad match keywords since they would end up in wasted money and irrelevant clicks. However, even though we don’t know of any updates to broad match, Google is trying to teach us all why to use them and how.

“Our query systems are optimized to find searches that are likely to meet your goals. We’ve designed these solutions to work better together in an ecosystem, so you can reach the right user, with the right message, all within your business objectives” – says Google.

Read More: Google’s Expanding Verification Requirement For Finance Ads

Smart Bidding Strategies

This one goes hand in hand with Broad Match. It works best when it can optimize against your goal with all the flexibility in the world, at least that’s what Google’s telling us. According to the search engine giant, a “Broad match is the only match type that uses all of the signals available to understand the intent of both the query and your keyword, while having the flexibility to find the most relevant match that is expected to perform for you.”

However, you should be careful when making too many changes at once – testing is a good thing, but be cautious of spend, conversion changes, etc.

Responsive Search Ads

Google is telling us to use multiple headlines and descriptions, so it can automatically build and serve relevant ads for queries. Responsive ads should also work best with broad match keywords, says Google, and will show the most relevant combination to your audience.

If you have trouble adjusting to automation, these will work well for you since they allow a level of automation, but within the parameters you choose.

Take a look at how it works:


To read the full guide, click here.

People are still skeptical when it comes to Google’s constant effort on automation. As Search Engine Land clearly stated, it might likely be an attempt to get more people to adopt their definition of best practices and to leave the campaigns running, so we can see results. However, that can only be afforded by bigger companies.

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