Google Things to do is a feature that opens up a vast audience of potential customers actively searching for experiences, tours, and activities. In the ever-expanding digital realm dominated by Google, establishing an online presence has become indispensable for businesses in the realms of experiences, activities, and tourist services. Trusting Google with travel plans has become more of a necessity than an option.
Embark on a thorough journey with this guide, delving into the core, operations, and nuanced display of ads customized for search intent within this tool. By the conclusion of this exploration, you will acquire a deep comprehension of how to effectively harness the capabilities of this platform.
Google Things to do: where it all started and why
So, Google’s been on a mission since day one – to organize the world’s info and make it super easy for everyone to access and use. And guess what? That’s the golden rule for everything they do. Google’s all about giving users the freshest and most accurate info in the blink of an eye. Now, enter Google Travel, a section of Google search that’s all about tourism. Google thought some searches needed a different vibe, like they did with Google Shopping or Google Travel.
About 11 years ago, Google Flights kicked off the travel vibe, and now it’s grown into this whole Travel section that covers hotel bookings and vacation homes. Now, they’ve thrown in “Things to Do.” Meet the latest addition, providing complimentary listings of activities and experiences directly in the search results. A simple click takes you to the operator’s website. And for those looking to make a splash, you can invest in Google’s advertising gig to shine a spotlight on your services. That’s the scoop on Google’s “Things to Do.”
Explore how Google Things to do works
Google Things to Do operates based on the user’s search intent, offering a variety of interfaces to enhance the search experience.
Google Things to do Interfaces
There are seven distinct interfaces within Google search, which may vary between desktop and mobile platforms.
- Points of Interest (POI): these include notable places such as the Milan Cathedral or the Colosseum. For example, a search for “Uffizi Gallery Florence” displays the Google My Business section and a dedicated ticket section, leading users directly to the operator’s website for transactions without Google collecting commissions.
- Experiences: searching for locations like “Jackson Square New Orleans” showcases an experiences bar with product selections. Clicking on a product provides detailed information, and users are redirected to the operator’s website for completing transactions.
- Generic Search for Things to Do: a search for “things to do in Venice” generates a list of points of interest, some of which are bookable.
- Specific Keywords: using specific keywords like “Rome tour” triggers an experiences bar at the top of the results.
- Company Name Search: searching for a company name displays a section listing the company’s products, along with those of Online Travel Agencies (OTAs).
- Google Maps: a search on Google Maps, such as “London Eye,” reveals admission listings.
- Google Travel (google.com/travel): the Google Travel website allows users to search various locations and book hotels and flights.
These interfaces provide users with diverse options and information when searching for activities and services during their travels.
Types of Ad Displays
- Tickets Display: the most common display, showing admission sections with results sorted by relevance and popularity. This includes official sites, OTAs, and direct operators.
- Experiences Display: results are presented with product cards, offering comprehensive details. Clicking “visit site” redirects users to the operator’s website for booking.
- Ads Carousel: Activated by specific searches, this scrollable carousel appears at the top of results. Businesses need to pay for placement, and access requires connection through a Google Ads account.
Connecting to Google Things to do
Online Travel Agencies (OTAs) are already connected and receive traffic. For direct connection, use a booking engine with the support of your marketing agency. Integration into your booking system is essential, and Google recommends relying on an authorized partner or consultant for step-by-step guidance.
Ensure your business is visible on Google Maps by creating a profile on Google My Business.
Optimize your traffic by following these tips:
- Upload products to Google for quick approval.
- Manage it like SEO, paying attention to relevant Points of Interest.
- Fill in all required content fields, avoiding empty spaces.
- Use high-quality images.
- Regularly update content.
- Display accurate prices, including all fees.
- Monitor location and competitors.
Questions to ask your Google Partner
Refer to the provided screenshot for a list of questions to ask your Google partner regarding the integration and optimization of your business on Google Things to do.
Maximizing the benefits of Google Things to do
Enhanced visibility
Google Things to do opens up avenues for businesses to be discovered through the search bar in the Google Travel app and prominently at the top of search results. This exposure allows a wider audience to explore your offerings.
Boost in website traffic
Through Things to Do, Google seamlessly guides users to your website upon clicking the booking button. How can you take advantage of this users’ flow?
Harness collected data!
- Optimize booking links for upselling, presenting special travel packages when users search for relevant activities.
- Capitalize on higher website traffic to gather contact data through specific forms, expanding your mailing list.
- The increased volume of traffic offers detailed insights into user demographics and behaviors, empowering you to refine your marketing strategy.
- Collection of user data facilitates the creation of remarketing lists, enhancing your advertising campaigns.
Effectively utilizing Google Things to Do not only amplifies your visibility but also attracts more visitors to your website. The gathered data becomes a powerful tool to optimize your marketing and advertising strategies.
Is it worth it? Absolutely! It presents a new opportunity. If you require assistance from our marketing agency on how you can integrate Google things to do, feel free to contact us!
