How Google is Incorporating Ads into AI Search Results
TLDR: Complex Google searches are more and more likely to get an “AI Overview” search result, summarizing content from several related websites. These changes disrupt search, pushing traditional website results down the page. And now, as detailed in a recent announcement, Google is placing ads in AI results — if they’re deemed relevant. Strategic marketers will take into consideration, making sure that hotel ads address audience needs in clear and direct ways. And after all, isn’t that what all great marketing should do?
The Google Search AI Overview
You’ve probably noticed Google’s AI overview by now. Ask Google a question or enter a complex search, and Google will attempt to answer, in plain language, synthesized from linked sources across the web. We reviewed this in a recent article about preparing for AI in travel marketing — this feature is poised to remove several steps from a searcher’s research. It might open up opportunities for niche operators and destinations with unique offering or experience because it prioritizes answers to questions, not specific search terms.
The AI Overview appears at the top of the Search Engine Results Page (SERP), pushing traditional website links down the page and out of sight. Its links are tiny little bubbles, like citations. You may easily miss them. In a more recent development, Google Ad units may appear in this section when the platform determines that the ad context matches the search. With a big “Book now” or “Learn more” call to action, those tiny link buttons are even less appealing! It also introduces a new puzzle: How do I get my hotel’s ads to appear in the AI overview?
What is Hotel AI Optimization?
The AI Overview is prime real estate. It’s no wonder marketers now talk about “AI optimization” for these and other AI results. They’re right — but don’t think of this as a highly technical or complex endeavor. In reality, it’s old-fashioned marketing. For Google AI to recognize a hotel’s content and incorporate it into the overview, it needs to do a great job of answering a query, and do so in an easily discoverable manner.
If you’re running Google ads, you may wonder if your hotel’s advertising show up in the AI Overview. As with similar Google initiatives, marketers can’t control this ad placement. A range of ad types, including Performance Max, Search, and Shopping, can now appear in this coveted space. If you’re running Google ads today, they’re eligible.
Google states that the ads can appear in Google’s AI overview if they are deemed relevant. In this continually evolving and untested space, we don’t know what this means (and you should be skeptical of people who claim to!) However, this shouldn’t stop us from experimenting with new marketing campaigns and initiatives that answer audience needs and position your hotel as a place for them.
How to Prepare Your Hotel’s Content for AI
Hotel operators understand that these changes in the Google search and Ads platforms are a big deal. But it may feel out of your control. After all, we can’t determine what a massive AI learning model digests and regurgitates when asked! Maybe so. But there are things you can do to respond to these emerging ways of understanding information on websites. Your agency should already be thinking about these things. If they haven’t brought it up with you, call us.
Here’s a simple exercise:
- Take a piece of paper. Divide into four quadrants.
- Write down four guest “types” that you serve well, one in each quadrant.
- For example: Recent retirees, high-income couples in late 20s with no kids, etc.
- Around each audience, list the types of activities, amenities, and features each enjoys when staying with you
- These could be: “mountain biking”, “eating seafood”, “boating”, “nature walks”, breweries, and so on.
- Draw lines between the activities when different guest types share an interest
Got that? You now have a list of topics that your website could discuss. If it doesn’t today, make a plan to write short guides and articles, covering a few topics per month.
This is the simplest start to AI optimization for your hotel. Structure is important! Clear titles and conversational language that answers common questions will get picked up by AI more readily. Fortunately, unlike the keyword-stuffing SEO days of old, people like to read content like this just as much as AI bots do. You may find yourself pulling more bookings per month, with or without help from AI.
Talk to your marketing agency about making a plan to update your website content in a way that attracts more guests and gets you more visibility.
Hotel Ads in the AI Results: Context Matters!
Here’s our advice on taking advantage of AI in your hotel marketing (for now).
Remember our audience/activity exercise above? The framework gives hotels the start of a website content plan. Use it as a basis for testing hotel Google ad campaigns that extend your brand while appealing to the audiences you’ve identified.
For example, if your customers include couples who enjoy hikes, you may plan a website guide called Five Great Coastal Massachusetts Day Hikes You’ve Never Heard Of. Then, your marketing could incorporate Google Performance Max ads that lean into this — think, Comfort Meets Natural Beauty. Enjoy world-class accommodations steps from Exceptional Massachusetts Hiking — you get the idea. Will Google connect the dots? We would hope so. Could it be an effective ad regardless? It’s worth testing! After all, it’s one thing that makes your hotel special, and something that matters to your guests.
Our takeaway: Hotel marketers should take AI seriously by returning to the fundamentals. Simple, easy-to-understand messaging, clear descriptions of who you’re for and what you offer. Structured websites that are easy to navigate. Ads that put your best features forward. These aren’t hacks, secrets, or back-doors. These are ways that Google is trying to be “helpful” to searchers… and make more money by selling ads that are more likely to be clicked. Marketing agencies should optimize these channels well, and button up all technical and user-experience steps to make booking a natural outcome.
If you’re looking for hotel marketing strategies that identify more audience opportunities for your destination, we’re happy to share some ideas with you. Reach us today.