Google Hotel Ads | Disrupting the Entire Paid Search Experience

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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.

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)
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
(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
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12
(Source: Official Google Search blog, July 2011)

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

OTHER HOTEL ADS SITES
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

2013 – GOOGLE MAPS
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

2013 - GOOGLE PLUS
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

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

3 PACK APPEARS
 November 2014
 Carousel goes away
 3 Pack Launches same day
 Still click through to Hotel
Finder
 Separate UI/Page
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

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

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

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

HOTEL ADS ENHANCEMENTS
 Ad
 Deal
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

HOTEL ADS ENHANCEMENTS
 Custom Callouts
for Promoted
Spots
 Strikethrough
pricing for
Qualified Rates
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
 By-hotel control
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

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

TAKEAWAYS
 Be nimble
 Rigorous awareness of search page
 Change course when needed
 Utilize all available optimization tools
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

THANK YOU!
JOSHUA GRAHAM – HILTON
JOSHUA.GRAHAM@HILTON.COM
@JOSHUAGRAHAM12
JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

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

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 JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

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) JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12 (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 JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12 (Source: Official Google Search blog, July 2011)

5. 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

6. OTHER HOTEL ADS SITES JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

7. 2013 – GOOGLE MAPS JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

8. 2013 - GOOGLE PLUS JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

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 JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

10. 3 PACK APPEARS  November 2014  Carousel goes away  3 Pack Launches same day  Still click through to Hotel Finder  Separate UI/Page JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

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 JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

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

14. HOTEL ADS ENHANCEMENTS  Ad  Deal JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

15. HOTEL ADS ENHANCEMENTS  Custom Callouts for Promoted Spots  Strikethrough pricing for Qualified Rates JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

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 JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

17. 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

18. 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

19. 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

20. 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

21. 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

22. TAKEAWAYS  Be nimble  Rigorous awareness of search page  Change course when needed  Utilize all available optimization tools JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

23. THANK YOU! JOSHUA GRAHAM – HILTON JOSHUA.GRAHAM@HILTON.COM @JOSHUAGRAHAM12 JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12JOSHUA GRAHAM - HILTON - @JOSHUAGRAHAM12

Google Hotel Ads | Disrupting the Entire Paid Search Experience

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Google Hotel Ads | Disrupting the Entire Paid Search Experience