The Google Hotel Ads experiments are bountiful today. We’ve noticed multiple tests occurring across mobile and desktop traffic. It is always exciting to see Google implement changes that have the potential to improve the adoption of the Hotel Ads product by users. We’ve outlined some of the tests we’ve noticed below and look forward to measuring the impact these changes have on our campaigns.
Desktop Experience
We noticed two experiments happening on the desktop experience. We first saw changes to the callout experience and after some additional searches noticed an exciting update to the Google maps placement. In this experience, Google is now allowing multiple advertisers to display a callout message. Previously, only the top position would be able to show a callout. In this new experience, multiple advertisers will be able to post a targeted message.Mobile Experience
Not only did we get significant desktop changes, but we also noticed UX tests spring up on mobile. Google appears to be experimenting with features that would drive more traffic to the rates tab. Previously when searching on mobile, a user would either need to click on the top header or scroll to the bottom of the top three advertisers and select “More Rates” to be served this experience. Now Hotel Ads displays a more visible call to action with a “Reserve A Room” button. Once that button has been clicked by the user, Google serves the rates experience. In the rates experience, the user can see all of the available offers and engage with the “Click to Call” feature.You may be interested in
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