Maximizing Your Reach with Google Things To Do

Google Things To Do has become a buzzword in the travel and tourism industry, offering a unique platform tailored specifically for tours and attractions. It’s an invaluable tool that helps you connect with potential customers during their travel planning phase. But how crucial is it to advertise on Google Things To Do? This article explores the ins and outs of the platform and whether it’s the right fit for your business.

Who Benefits from Google Things To Do?

Google Things To Do is designed around points of interest and locations, driven by your business’s product feed. Ticketed attractions like local landmarks, museums, and key destinations are prime candidates for this platform. Official ticket sellers should definitely be set up on the Admissions “Surface” of Google Things To Do.

For instance, if someone searches for “Things to Do in Chicago” or a specific attraction like The Shedd Aquarium, Google Things To Do allows users to click on tickets for that point of interest. This includes seeing the Google Business Profile with essential details like the business name, address, and phone number. Tours, such as a Chicago food or walking tour, can also be featured within the experiences module for location-based searches.

How Advertising Works on Google Things To Do

The advertising setup for Google Things To Do is similar to Google Ads but operates more like Shopping campaigns. Instead of targeting specific keywords, Google uses data from your product feed to determine relevant searches for your ads.

Once your campaign is built and integrated with your Things to Do Product Feed, your ads can appear in various placements, such as the admission tickets section or the Things To Do Carousel. While you can’t control the exact placement of your ads, you can set geo-targeting, budget, and bidding strategy parameters to meet your goals.

Currently, reporting is limited, and advertisers don’t get placement-level data. However, monitoring performance and testing your product data are crucial for success.

Why Advertise on Google Things To Do?

Top-of-Funnel Engagement

Google Things To Do ads place your brand in front of potential customers during the research phase of their travel journey. These top-of-funnel searches (e.g., “Things to do in Chicago”) are highly competitive and broad in intent. While conversion rates may be lower, the value lies in exposing your brand to a new audience who might not have considered you before.

Visibility Beyond Major Destinations

Google Things To Do isn’t just for big tourist spots like New York or Chicago. It can also benefit businesses in smaller locations. Check your location’s search results and see if there’s a Things To Do Carousel. If you spot one, it’s a good indicator that Google is serving Things To Do results for that query, making it worth testing for your business.

Competing with OTAs

Don’t be discouraged by the presence of online travel agencies (OTAs) dominating the ads. While they have the resources to advertise widely, individual operators can still compete by optimizing their data feed. Continuous testing of product titles, images, descriptions, and offers can help you create better-performing ads.

Real-World Results

Our clients have seen varying results with Google Things To Do. Some have achieved up to a 4X ROAS, while others are still gaining traction. It’s important to note that Google Things To Do ads complement your existing search strategy rather than replace it. As Google expands this platform, its reach and capabilities will continue to grow.

Future Developments & New Travel Campaigns

Google is known for continuously testing and improving its ad formats. Recently, they’ve allowed advertisers to prioritize images in their ads, which can significantly impact clickthrough rates. They are also testing a Tour Operator Booking Module, enabling direct bookings from the Things to Do Carousel.

The Opportunity for You

Google Things To Do offers a unique chance for travel and experience providers to reach potential customers during the crucial planning phase. By leveraging this platform, you can increase your brand’s visibility, drive more traffic to your website, and boost bookings. If you’re ready to explore the potential of Google Things To Do for your business, Digital Mudra is here to help. Our team of experts can guide you through the setup process, optimize your data feed, and manage your campaigns to ensure you get the best possible results.