google hotel ads | disrupting the entire paid search experience
TRANSCRIPT
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GOOGLE HOTEL ADS
DISRUPTING THE ENTIRE PAID SEARCH EXPERIENCE
JOSHUA GRAHAM - HILTON
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
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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
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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)
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
(Source: Official Google Search blog, July 2011)
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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
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
(Source: Official Google Search blog, July 2011)
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2011 HOTEL PRICE ADS …MOVING UP
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
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
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OTHER HOTEL ADS SITES
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2013 – GOOGLE MAPS
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2013 - GOOGLE PLUS
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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
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
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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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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
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
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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
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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
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HOTEL ADS ENHANCEMENTS
Ad Deal
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HOTEL ADS ENHANCEMENTS
Custom Callouts for Promoted Spots
Strikethrough pricing for Qualified Rates
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
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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
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HOTEL ADS OPTIMIZATIONS
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
Optimization tools Device Type User Country Google Site Day of the Week bidding Advance booking
window Length of Stay bidding
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JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
HOTEL ADS OPTIMIZATIONS
Optimization tools Device Type User Country Google Site Day of the Week bidding Advance booking window Length of Stay bidding
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JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
HOTEL ADS OPTIMIZATIONS
Optimization tools Device Type User Country Google Site Day of the Week bidding Advance booking window Length of Stay bidding
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JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
HOTEL ADS OPTIMIZATIONS
Optimization tools Device Type User Country Google Site Day of the Week bidding Advance booking window Length of Stay
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JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
HOTEL ADS OPTIMIZATIONS
Optimization tools Device Type User Country Google Site Day of the Week bidding Advance booking window Length of Stay bidding
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TAKEAWAYS
Be nimble Rigorous awareness of search page Change course when needed Utilize all available optimization tools
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
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THANK YOU!
JOSHUA GRAHAM – [email protected]@JOSHUAGRAHAM12
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12