Property Promotion Ads are served up to unbranded hotel queries for specific locations

Google Product Manager/Hotel Ads Peter Fernandez announced Wednesday in a post on Google Ads Support that Property Promotion Ads are now available to advertisers globally.

Property Promotion Ads are displayed in response to searches for an unspecified hotel in a specific location, enabling advertisers to reach users who haven't yet decided on a hotel to book.

Mr. Fernandez said:

"Previous to this launch, direct participation in property promotion ads was done through an allowlist. Now, advertisers will be able to set specific bids for property promotion ads through the Google Ads interface, API and bulk upload system...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. They allow partners to show their pricing and availability right at the top of the first search results page, appearing prominently in search results for geographical locations."

Property Promotion Ads are intended to drive incremental clickthroughs while retaining conversion rates and maintaining rate integrity and booking value.

Per Google, hotels that will most benefit from Property Promotion Ads are those:

• Experiencing a period of low occupancy
• New to the market and needing to raise brand awareness
• Recently renovated, or offering new/expanded services
• Located near a big event
• Currently offering a limited-time discount

Comment: Anyone trying to get bookings for a hotel in a market like Boston - where occupancy is low city-wide because no conventions are being held, and business travel has dried up, because of COVID-19 - should take a hard look at this new ad product.