What Is Google TTD?
Google Things To Do (GTTD) is a newer product powered by Google designed to streamline the experience of finding and booking tours for interested travelers. As always, Google seeks to provide the most user-friendly experience.
With Google’s Things To Do searches, users trigger both paid and free listings through a dynamic ad format. Things To Do ads surface in a variety of locations including a carousel format that appears as the absolute first module on the search engine results page.
In general, Things To Do listings are triggered by broad, upper-funnel searches, such as “things to do in San Francisco,” on both mobile and desktop. This makes GTTD the perfect vehicle for increasing your visibility, bolstering your brand/product awareness, and inviting more users to your site, opening a world of remarketing opportunities.
Why Should Operators Leverage TTD Ads in their Advertising Strategy?
Because Google Things To Do ads/listings are triggered by users who demonstrate broad search intent, it serves as an opportune medium for focusing your marketing efforts on meeting new potential clientele.
To successfully deploy a fully integrated marketing strategy, you must incorporate campaigns and tactics dedicated to influencing users who have not yet demonstrated interest in your specific activity vertical. GTTD offers a cost-effective means of meeting these exact users—still in the research phase of their purchase journey.
In leveraging GTTD, you can expand your reach, influence new potential clientele, and boost your overall website traffic, offering you countless remarketing opportunities; essentially planting the seeds of increased revenue and overall market share.
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TOMIS specializes in an integrated digital marketing approach. Leveraging tailored Google Ads campaigns, optimized landing pages for conversion, targeted SEO tactics, and supporting paid channel strategies to move a user through their journey of purchase in the tours and activities industry.
View Marketing ServicesGoogle Things To Do Year In Review — TOMIS Clients 2023
This year TOMIS managed roughly $24k in Google Things To Do ad spend. Our campaigns generated roughly $122k in directly attributable revenue for a near 5x ROAS across all of our clients. Our clients experienced the following averages based on their individual efforts.
*Note these are averages per metric thus ROAS will not correlate to average spend and revenue and CTR will not correlate to average traffic and impressions
Average GTTD Metrics For Urban Clients
- Revenue: $2,000
- Cost: $1,000
- ROAS: 2x
- Traffic: 2,750 clicks
- Impressions: 516,000
- CTR: 0.75%
- CPC: $0.47
Average GTTD Metrics For Outdoor Recreation & Activity Clients
- Revenue:$11,000
- Cost: $1,200
- ROAS: 5x
- Traffic: 3,732 clicks
- Impressions: 514,000
- CTR: 0.74%
- CPC: $0.54
2023’s data shows GTTD ads are a viable strategy for both urban and outdoor recreation oriented operators. Both verticals experienced directly attributable return on investment, significant increases in paid search traffic, and substantial increases in overall impressions. While the data indicates that overall performance is stronger for clients specializing in outdoor recreation and activity vertices (i.e. ziplines, ATVs, rafting), there’s no doubt that Google Things To Do advertising offers a cost effective means of driving upper-funnel traffic to your site, further bolstering brand recognition, product awareness, and access to brand new customers. It also ensures you remain present and competitive with OTA listings in these new search placements.
Google shows no signs of slowing down in their product development of Google Things To Do and related search experiences. Google is, and continues to become, an integral part of a fully integrated marketing strategy.
At TOMIS we have our finger on the pulse of this ever-changing landscape. We have the know-how to harness the potential of every channel— paid and organic—from top-of-funnel awareness to bottom-of-funnel retargeting strategies.
A Full-Service Agency for Tour Operators
Ready to Grow Your Tourism Business?
TOMIS specializes in an integrated digital marketing approach. Leveraging tailored Google Ads campaigns, optimized landing pages for conversion, targeted SEO tactics, and supporting paid channel strategies to move a user through their journey of purchase in the tours and activities industry.
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