YouTube Videos
A series of 3 videos that provide in-depth information about the price accuracy feature in the Google Hotel Ads partner platform.
video plans & creation process
The Goal: The initial plan for this project was to create 4 separate video decks (and scripts) to provide in-depth information about price accuracy in Google Hotel Ads. In general, price accuracy is exactly what it sounds like; how accurately ads found in a Google search for hotels (say, "Hotels in Chicago under $200") display the correct prices that the listed hotels are actually offering. The higher your price accuracy as a hotel partner, the better the experience you're providing for users clicking on your ads.
The First Drafts: After an initial planning meeting and several email chains later, it was decided that the first video would cover the basics. It would provide an overview of what price accuracy is and basic information that partners would need to know when they first start using Hotel Ads. Videos 2-4 would progress into different aspects of price accuracy, how it affects ads, and tips to keep your score as high as possible.
The Evolution: As I worked with some of the Hotel Ads team members, the video series evolved and changed many times. The goal and scope of the project waxed and waned, which was a challenge at times. To ensure that everyone involved was on the same page, it was essential for me to schedule regular check-in meetings to talk through the details and stay on-track. I also solicited feedback about the project's progress at several points along the way to ensure that the focus remained on the most vital, useful information we wanted to convey. In all, the videos took roughly 3 months and 150+ slides that were created, changed, removed, and even re-added on occasion. This project had its fair share of challenges, but the outcomes were well worth it.
The Finished Products: At the conclusion of the project, we had decided on a series of 3 videos instead of 4, and had re-prioritized some of the topics and features that were included.In all, each of the 3 final videos is roughly 3-4 mins. long and helps partners make the most of their hotel ads account:
Video 1 - Overview: What is Price Accuracy?
Video 2 - How to use the Price Accuracy Report
Video 3 - Troubleshooting tips
The First Drafts: After an initial planning meeting and several email chains later, it was decided that the first video would cover the basics. It would provide an overview of what price accuracy is and basic information that partners would need to know when they first start using Hotel Ads. Videos 2-4 would progress into different aspects of price accuracy, how it affects ads, and tips to keep your score as high as possible.
The Evolution: As I worked with some of the Hotel Ads team members, the video series evolved and changed many times. The goal and scope of the project waxed and waned, which was a challenge at times. To ensure that everyone involved was on the same page, it was essential for me to schedule regular check-in meetings to talk through the details and stay on-track. I also solicited feedback about the project's progress at several points along the way to ensure that the focus remained on the most vital, useful information we wanted to convey. In all, the videos took roughly 3 months and 150+ slides that were created, changed, removed, and even re-added on occasion. This project had its fair share of challenges, but the outcomes were well worth it.
The Finished Products: At the conclusion of the project, we had decided on a series of 3 videos instead of 4, and had re-prioritized some of the topics and features that were included.In all, each of the 3 final videos is roughly 3-4 mins. long and helps partners make the most of their hotel ads account:
Video 1 - Overview: What is Price Accuracy?
Video 2 - How to use the Price Accuracy Report
Video 3 - Troubleshooting tips
IMPACT
Prior to this project, I had never written a formal video script before. Throughout the course of writing the 4 original scripts (which were later transformed into the final 3 video topics), I learned a lot and definitely expanded my skill set.
I drafted each script based on rough outlines, which challenged me to convey complex, technical terms and ideas into a quick, easy-to-digest format. Additionally, I gained experience creating presentation decks that work in perfect harmony with scripts. From the presenters' every pause, inflection, and emphasis to all the text and images the audience would see on screen, every detail had to be planned out and must fit together perfectly.
Possibly even more valuable than the technical knowledge I gained was the project management experience. Working on a project of this scale (and with many "cooks in the kitchen,") simply cannot work without diligent organization and communication. Through some trial and error, I learned to overcome the roadblocks along the way and am better equipped to lead more large projects in the future.
I drafted each script based on rough outlines, which challenged me to convey complex, technical terms and ideas into a quick, easy-to-digest format. Additionally, I gained experience creating presentation decks that work in perfect harmony with scripts. From the presenters' every pause, inflection, and emphasis to all the text and images the audience would see on screen, every detail had to be planned out and must fit together perfectly.
Possibly even more valuable than the technical knowledge I gained was the project management experience. Working on a project of this scale (and with many "cooks in the kitchen,") simply cannot work without diligent organization and communication. Through some trial and error, I learned to overcome the roadblocks along the way and am better equipped to lead more large projects in the future.
**Disclaimer: For legal reasons, I can only display the publicly available content that I've created. However, I've included project synopses on all relevant pages for more context about my work.
Additional technical works
internal contentOur small (but mighty!) team created documentation for all aspects of our work, our processes, and best practices.
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launch documentationWhen there are feature launches for Hotel Ads, I write content that tells partners what they need to know.
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onboarding guidesThese guides give new clients information they need to use new features and tools without additional help.
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