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.