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.

This update is significant because callouts can be a critical point of gravitational pull to users. Allowing multiple advertisers to add value to their listing may have interesting implications. While the impact of this change is still yet to be seen, one thing is for sure; if you are not currently leveraging Google callouts, then now is a good time to start. Google Hotel Ads has made this a straightforward process to activate through the Hotel Ads Center.  For more information about using callouts, click here.

The second desktop experiment is happening on Google maps. Google is now making it easier for users to find alternative hotels in the area. The original searched hotel is highlighted in red, and other hotels are listed in brown as usual, but now there is a widget showing nearby property details and prices.

Clicking the “Show Nearby Hotels” button changes the search to “hotels” and changes the search results from a sole property to an area.

We anticipate that this change will encourage users to conduct their cross-shopping activities within the Google maps experience. It will be interesting to see how this affects the dynamics of this placement.

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.

These tests demonstrate that the user experience is always at the forefront of Google’s thinking and strategies. We anticipate that these tools will better engage users, allowing them to conduct their research process in one place. Uncertainty for advertisers is always a byproduct of user experience changes, but as usual, we will implement several testing plans to make the most of these changes. For additional help or strategy recommendations, please contact us or follow our blog for further updates.