The document outlines Google's changes to hotel ads on the search results page over time from 2011 to present. It began with a hotel finder experiment and launch of basic hotel price ads. Google integrated hotel results further into search and maps, expanded device coverage, and added new ad formats and optimization tools. The changes have disrupted the paid search landscape and require advertisers to keep pace by utilizing new features and being nimble in their approach.
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Google Hotel Ads | Disrupting the Entire Paid Search Experience
1. GOOGLE HOTEL ADS
DISRUPTING THE ENTIRE PAID SEARCH EXPERIENCE
JOSHUA GRAHAM - HILTON
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2. 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
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3. 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)
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(Source: Official Google Search blog, July 2011)
4. 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
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(Source: Official Google Search blog, July 2011)
5. 2011 HOTEL PRICE ADS …MOVING UP
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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
6. OTHER HOTEL ADS SITES
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7. 2013 – GOOGLE MAPS
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8. 2013 - GOOGLE PLUS
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9. 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
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10. 3 PACK APPEARS
November 2014
Carousel goes away
3 Pack Launches same day
Still click through to Hotel
Finder
Separate UI/Page
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11. 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
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12. JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
“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
13. JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
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
15. HOTEL ADS ENHANCEMENTS
Custom Callouts
for Promoted
Spots
Strikethrough
pricing for
Qualified Rates
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16. HOTEL ADS OPTIMIZATIONS
Optimization tools
Device Type
User Country
Google Site
Day of the Week bidding
Advance booking window
Length of Stay bidding
By-hotel control
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17. HOTEL ADS OPTIMIZATIONS
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Optimization tools
Device Type
User Country
Google Site
Day of the Week bidding
Advance booking window
Length of Stay bidding
18. HOTEL ADS OPTIMIZATIONS
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Optimization tools
Device Type
User Country
Google Site
Day of the Week bidding
Advance booking window
Length of Stay bidding
19. HOTEL ADS OPTIMIZATIONS
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Optimization tools
Device Type
User Country
Google Site
Day of the Week bidding
Advance booking window
Length of Stay bidding
20. HOTEL ADS OPTIMIZATIONS
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Optimization tools
Device Type
User Country
Google Site
Day of the Week bidding
Advance booking window
Length of Stay
21. HOTEL ADS OPTIMIZATIONS
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Optimization tools
Device Type
User Country
Google Site
Day of the Week bidding
Advance booking window
Length of Stay bidding
22. TAKEAWAYS
Be nimble
Rigorous awareness of search page
Change course when needed
Utilize all available optimization tools
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23. THANK YOU!
JOSHUA GRAHAM – HILTON
JOSHUA.GRAHAM@HILTON.COM
@JOSHUAGRAHAM12
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12