Google is continuing to tweak the opaque pricing ad that we first uncovered in May. Here is a side-by-side comparison of the first ad we saw in May, and the ad we are seeing now.

Ad Seen In May	Recent Ad Experiment

Key Changes

• Book now button replacing the Book on Priceline link – The button gives the ad a more polished look than the anchor text on the previous ad. Using “Book Now” gives it a stronger call to action.

• Links to different star-rated properties – The bottom of the ad now contains links featuring prices to different star-rated properties that are offered on Priceline Express deals. This addition is excellent use of ad space and allows Google to advertise three different room rates in a space that originally showed one. This also indicates Google is striving to satisfy guests with deals at every price point, not just the lowest.

• Addition of logo – Instead of using an image of a hotel in the designated area the hotel would be in, Google opted for the Priceline logo. This offers advertisers more opportunities to increase brand awareness.