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Google Launches Property Promotion Ads For Hotels New Ad Format Will Help Target Users Uncertain of Which Hotel they Want to Book

author image Written by: Nicole McCormick           Categories - In The News

Google has officially rolled out property promotion ads for hotels, which will appear when users search for different travel destinations. This new ad format was created to help hotels target users searching for information about a particular location, but don’t yet know what hotel they’d like to book. 

These property promotion ads are now displayed in the Google search results for geographical locations. This means that when users search for a particular location, like New York City or Rome, Italy, they will also receive hotel recommendations within Google.

“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,” said Peter Fernandez, Product Manager, Hotel Ads in the official announcement.

Fernandez also emphasized that the new property promotion ads are not the same as hotel booking link ads.

“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,” he said.

Prior to the rollout, property promotions was a “whitelist only” ad solution. Now, any hotel campaign advertiser can participate using the Google Ads interface.

The property promotion ads will be made available via an ad group type within the Hotel Campaign in Google Ads, and advertisers can set specific bids for property promotion ads within the Google Ads interface, API, and bulk upload system.

Nicole McCormick

Nicole is a wordsmith wizard, passionate about the written word and an avid storyteller who uses creatively crafted prose to help bring your brand’s story to the next level. A former journalist with writing credits in both local and national news publications and a few newspaper awards under her belt, Nicole now enjoys telling your stories and finding new and creative ways to create valuable content that resonates with audiences in the digital landscape.

Google Ads Makes Keyword Matching More Predictable

09/24/2021

Some big news came from Google ads yesterday. To summarize, the search engine announced changes to how it uses BERT to better understand keywords and search intent. However, there’s a bit more to unpack.

The biggest changes relate to how Google handles phrase and broad match keywords when they match, what happens when they are not identical, and how BERT is used to match keywords to queries.

See Google’s full statement below:

“What consumers want and how they search for it is constantly changing. In fact, we see billions of searches every day, and 15% of those queries are ones we haven’t seen before1. To help you reach these new, relevant searches while still meeting your performance goals, we recommend using broad match paired with Smart Bidding. On average, advertisers that switch their exact match keywords to broad match can see more conversions and a higher conversion value.”

Over the past year, we’ve made it easier to find success with this strategy by improving broad match relevance, recommending new opportunities to switch to broad match, and making keyword matching more predictable. However, we’ve also heard that you want higher quality and more control over which keywords match a search. That’s why we’re rolling out new improvements based on this feedback, including improved understanding of search intent and more predictability in how keywords match.”

Now, let’s dive a bit deeper.

Improved Understanding Of Language And Intent

Because keywords can match to multiple different queries, Google is using technology like BERT to interpret language, queries, and search intent, which helps with broad match.

Google provided the following example:

“A highly specific query like “1995 5 speed transmission seal input shaft” is now able to match with the broad match keyword auto parts because we can tell they’re related, even though none of the words in the query and in the keyword actually match. This means that broad match can now help you find more relevant, high-performing traffic using fewer keywords.”

For those who are unfamiliar, BERT is a neural network-based technique for natural language processing pre-training. Google uses this tool to better understand the context of words in search queries.

READ MORE: An In Depth Look At Google’s Most Recent Colossal Update BERT

Better Predictability in Matching Keywords

It’s a common occurrence for multiple keywords to match with a particular search, search, which often leads to searches being matched with less relevant keywords.

Google has made the following improvements to help ensure the most relevant keywords are being selected:

When A Search Is Identical To One Of Your Keywords

Google previously announced that exact match keywords that are the same as a search query will now always be preferred. Now, Google says that both phrase and broad match keywords will follow the same rule.

See Google’s example below: 

“Let’s say someone searches for “sushi delivery near me”, and you have the broad match keywords sushi delivery and sushi delivery near me. Before this update, both of these keywords would be eligible to serve. Now, the keyword sushi delivery near me is preferred because it is identical to the search term. Note that if you have an eligible exact match keyword that is identical to the query, it will still be preferred over the phrase and broad match keyword.”

When A Search Is Not Identical To Any Of Your Keywords

In the good old days, you would have multiple keywords eligible to match, none of which were identical to a search. In these instances, your Ad Rank would decide which keyword matched best. Now, Google is looking at relevance signals along with Ad Rank to help determine which keyword will be chosen.

Learn more about the keywords that are eligible along with how they are selected by checking out the official Google Ads announcement.

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Google Ads Search Terms Report Now Has 6.5 Times More Data Than in 2020

09/10/2021

Interesting news from Google this morning – the search engine is now reporting that its Google Ads search term report now has around 6.5 times more query data compared to September 2020’s hide search term data. This means that advertisers will now see 6.5 times more queries in their reports.

This news comes only a month after Google Ads briefly stopped hiding search term data.

So, what does this mean for you?

“We’re able to show you more queries that meet our privacy standards in the search terms report for Search and Dynamic Search Ads campaigns,” said Google.

Google further explained that “this data will now be shown in your reports for queries you received starting from February 1, 2021. This update can help you identify more relevant keyword themes, making it easier to optimize your ad copy, landing pages, and more. These metrics will now be more consistent with the rest of the metrics in Google Ads.”

The data will be available for all searches on or after February 1st, 2021 when these reports and resources are used:

While this sounds fine and dandy, there is a catch. Some of your query data that does not meet its privacy requirements will be removed by the search engine.

This will apply to historical query data collected before September 1, 2020, that “doesn’t meet the current thresholds for the search terms report will be available in your reporting until February 1, 2022.”

So, the takeaway here is to go download this data immediately in order to access it before it’s removed. Other than that, Google Ad managers will have more data available compared to the last 12 months, but less compared to before September 2020, if that makes sense.

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