Attention, hotel marketing professionals! Google AdSense has just rolled out a game-changing feature that could redefine the way you engage with potential guests: the “Related Search” within Auto Ads.

What’s New

Google has introduced a new feature within AdSense Auto ads called “Related Search for Auto Ads.” This feature allows publishers to display search terms related to the content on the pages their users are viewing.

When a user chooses one of these suggested search terms, they will be directed to a search results page where they can interact with AdSense for Search ads and find relevant results from your website.

This is how it looks:

Google AdSense’s New “Related Search” Feature in Auto Ads

Why Should Hoteliers Care?

  1. Precision Targeting: One of the key challenges in hotel marketing is ensuring your ads reach the right audience at the right time. With the “Related Search” feature, your advertisements will be delivered with impeccable precision, ensuring they are closely aligned with what the user is currently viewing. Imagine a user reading about luxurious weekend getaways, and your 5-star hotel ad pops up as a related search. The potential for conversion is significant!
  2. Enhanced User Experience: No more random ads that users scroll past. By presenting ads that resonate with the user’s current content, there’s a higher likelihood of engagement. For hoteliers, this could mean attracting users genuinely interested in travel, vacations, or hotel stays, increasing the chances of them clicking on your property.
  3. Meaningful Connections: This feature allows you to foster a deeper connection with potential guests. By presenting relevant ads, you get the chance to introduce your hotel to users who might be genuinely interested in your offerings.

What Hoteliers Need to Know

  1. No Payment for Related Search Clicks: It’s crucial to understand that while related searches can increase visibility and user engagement, clicks on these searches aren’t considered ad interactions. Thus, they won’t generate revenue. Instead, view them as a tool for driving genuine interest and traffic to your hotel’s website.
  2. Easy Activation: Embracing this new feature is simple. Head over to the Auto ads setting page and activate the search feature. Currently, this feature caters to publishers with content in English and German. If your hotel caters to guests from these linguistic backgrounds, it’s an opportunity not to be missed!

How to Leverage “Related Search” for Your Hotel

  1. Content Strategy: Create compelling content related to travel, hospitality, and hotel experiences. The richer the content, the higher the chances of your ads being displayed as a related search.
  2. Engage with High-Value Keywords: Identify and integrate high-value search terms related to the hotel industry. This ensures that your ads are picked up and displayed as relevant search suggestions.
  3. Monitor & Adapt: Regularly review the performance of your ads. Understand what’s working and what’s not, and tweak your strategy accordingly.

Here is where the setting is:

Search setting for Adsense Related Search

While the “Related Search” feature in Auto Ads might not directly boost your ad revenue, it’s a powerful tool to enhance visibility, engagement, and potential bookings. It’s time to reimagine your AdSense strategy and tap into this new avenue for reaching potential guests. For hoteliers striving to make a mark in the digital space, this update is indeed a win-win!

Looking to Engage New Demand with End-to-end Digital Strategy?