Google Hotel Ads | Disrupting the Entire Paid Search Experience

GOOGLE HOTEL ADS

DISRUPTING THE ENTIRE PAID SEARCH EXPERIENCE

JOSHUA GRAHAM - HILTON

JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

AGENDA

Changes to the Google search results page Highlight how Hilton has consistently evolved with the changing nature of the SERP Advantages for travel advertisers How can hotels and travel companies keep pace

JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

2011 HOTEL FINDER EXPERIMENT

Barry Schwartz in 2011: “There are many hotel search engines, including hotels.com and many others. Will this Google Hotel Finder last or will it die off with many of the other Google experiments? I am not sure but I bet you many of the hotel search engines are a bit worried.” (Search Engine Land, July 2011)


(Source: Official Google Search blog, July 2011)

2011 HOTEL PRICE ADS LAUNCHES ON GOOGLE SEARCH

April 2011 Ads appear on Google Search and Google Maps after

searching hotels in particular market (non-branded only) 7 – Pack


(Source: Official Google Search blog, July 2011)

2011 HOTEL PRICE ADS …MOVING UP


Promoted Hotels Click changes page to Hotel Finder experience “This may create a difficult situation between OTAs and the hotels themselves, who are often competing to

have the booking occur on their own site” Ginny Marvin, Search Engine Land June 2014 First indications of possible frictions between OTAs, hotels and the Google move into metasearch

OTHER HOTEL ADS SITES


2013 – GOOGLE MAPS


2013 - GOOGLE PLUS


2014 – MOBILE HPA Mobile HPA rolled out in August Google did not charge for clicks for ~6

months Google mirrored ~1% of Desktop

impressions to Mobile


3 PACK APPEARS

November 2014 Carousel goes away 3 Pack Launches same day Still click through to Hotel

Finder Separate UI/Page


HOTEL ADS AND SEARCH – TOGETHER AT LAST Hotel Search & Hotel Ads

fully integrated into Google Search

Callouts added Google adds branded

keywords to trigger HA



“After lots of experimentation, Google realized it didn’t need a hotel metasearch site like Google Hotel Finder because it has the Google search engine. That is a formidable asset, to say the least, and it will be a challenge over the years to the powers that be in hotel booking.”“— Dennis Schaal, Tnooz, September 2015

Hotel Finder Deprecated• Hotel finder deprecated• All clicks on HA change the UI and user stays on Google Search page


2016

This space intentionally left blank. -Google

• Right Hand Rails Goes Away (but not PLAs and Knowledge Graph)• Map appears above 3 Pack• Further relegating organic links

HOTEL ADS ENHANCEMENTS

Ad Deal


HOTEL ADS ENHANCEMENTS

Custom Callouts for Promoted Spots

Strikethrough pricing for Qualified Rates


HOTEL ADS OPTIMIZATIONSOptimization tools Device Type User Country Google Site Day of the Week bidding Advance booking window Length of Stay bidding By-hotel control


HOTEL ADS OPTIMIZATIONS


Optimization tools Device Type User Country Google Site Day of the Week bidding Advance booking

window Length of Stay bidding



Optimization tools Device Type User Country Google Site Day of the Week bidding Advance booking window Length of Stay bidding



Optimization tools Device Type User Country Google Site Day of the Week bidding Advance booking window Length of Stay



Optimization tools Device Type User Country Google Site Day of the Week bidding Advance booking window Length of Stay bidding

TAKEAWAYS

Be nimble Rigorous awareness of search page Change course when needed Utilize all available optimization tools


THANK YOU!

JOSHUA GRAHAM – [email protected]@JOSHUAGRAHAM12

JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

mailto:[email protected]

Google Hotel Ads | Disrupting the Entire Paid Search Experience

Marketing

Transcript of Google Hotel Ads | Disrupting the Entire Paid Search Experience