July 12, 2018

Does Google Hotel Campaigns announcement spell the end of Google Hotel Ads?

The new announcement of dedicated Hotel Campaigns seems to suggest that Google may be looking to roll their Google Hotel Ads product into the centralized Google Ads tool.

All of these changes may have you a little confused. And rightfully so. This announcement of Hotel Campaigns is different than the Hotel Campaigns that Google rolled out withing Google Hotel Ads back in March. The previously released campaigns allow hotels to manage multiple bid campaigns from within Google Hotel Ads. The new Hotel Campaigns are going to be managed from within Google Ads’ main interface.

Though there weren’t a great deal of details provided during the keynote, Google did reveal a few important tidbits regarding the hotel-specific features.

- The ability to easily group hotels by important attributes such as brand or class.
- Improved bid controls and machine learning to maximize bookings
- The ability to manage a campaign around a target ROI goal

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