As tipped off last week, Google
is making changes to how hotel marketers manage and scale advertising
campaigns on the site.
Google Marketing Live on Tuesday, the company announced that Google Hotel Ads
will become part of the new Google Ads platform that launches July 24. Hotel
Ads will launch as an open beta available to advertisers later this year.
a blog post, Google senior product manager for hotels Michael Trauttmansdorff says the integration is based on “feedback that some partners have a hard
time managing their Hotel ads in a separate platform from their other Google
Ads, like their search and display campaigns.”
new Hotel campaign type in Google Ads will allow hotel groups to organize
properties by attributes such as brand and class, and enable marketers “to optimize
for bidding dimensions unique to hotels such as a traveler’s length of stay or
check-in day and audience bidding.”
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Google says results from initial tests
of the new Hotel campaign type have been positive.
is also creating a new Hotel Center to help advertisers optimize and manage
their hotel price feeds. Trauttmansdorff says the new Hotel Center will “simplify
feed troubleshooting with faster and more intuitive in-product guidance” and
create a “central hub to power other price feed-based hotel features in the
future, like dynamic remarketing creatives,” among other benefits.
The new Hotel Center will replace the existing Hotel Ads
Center in phases.
Google says in the
first six months of 2018, leads to Hotel ad partners grew 65% compared to that period
a year earlier.
new Google Ads solution replaces Google AdWords and is being launched along
with two additional products – Google Marketing Platform and Google Ad Manager.