Following is an update on the new experiments on Google Hotel Ads and TripAdvisor’s new functionality to promote special offers.
NB: This is an article from Koddi
An Update to the New Experiments on Google Hotel Ads
Earlier this month, we wrote about new experiments we were seeing on Google Hotel Ads. We are now possibly seeing an update to this experience where Google is using ‘Book a Room’ on the call to action button instead of ‘Reserve a Room,’ and the page displays ads when it previously showed no ads.
Now there is both the direct call to action button and the normal meta ads for the selected hotel. Whereas in the most recent post we shared, users did not see ads unless they clicked on the button.
A Call to Action
Since this button appears before any ads are visible, there is a direct call to action for users when they select a hotel. This directly speaks to the intent-driven booker and could be a great benefit to the advertiser.
Once the user clicks on the “Book a Room” button at the top of the ad, they are directed to the room bundles experience where they can see more ads. Once in this experience, the user is able to see all available ad offers and initiate the click to call feature as well. This could be a good reason to be in first position as it may bring improved conversion rates.
It is exciting to see Google continue to improve their user experience in this way, as we have learned how important a clear call to action is on mobile. One of our studies showed that mobile websites with a call to action had a 124% higher conversion rate on average than those that did not.
TripAdvisor Launches Special Offers Filter
When booking a hotel, customers seek confidence that they are making the best purchasing decision. Whether that is booking the lowest price or taking advantage of a promotion, on-site messaging that helps a buyer feel confident can help increase conversion rate.
TripAdvisor has new functionality live to promote Special Offers that has the potential to increase customer confidence and lead to more bookings. Special Offers is now available as a filter option on the left-hand navigation and also has a more prominent placement with a callout on the hotel card.
When a user hovers over the “Special offer” text, they can view that hotel’s specific offer. Clicking on the offer will direct the user to the advertiser’s website to complete the booking.
There are a variety of features and promotions that advertisers can feature as Special Offers with TripAdvisor. Some examples include:
- Earning points toward a loyalty program
- Room upgrades
- Meal credits or complimentary breakfast
- Free WiFi or parking
We expect this increase in visibility of the Special Offers placement to have a positive impact on bookings for advertisers that participate in TripAdvisor’s Business Advantage program. For anyone running Special Offers, some of best practices include:
- Always display an offer when possible! Special Offers will make your hotel stand out in the search results.
- Be clear and concise. Make it easy for the user to understand the offer.
- Make your offer easy to redeem. Additional, confusing steps in the booking process can lead to lower conversion or offer redemption.
- Use offers to bring in your target customer. Different amenities and deals can appeal to different customers. For example, families are more likely to value free breakfast deals.
