TripAdvisor’s core hotel ad business has declined as Google encroaches on its hotel research-and-booking revenue with its own planning tools. To spearhead this diversification strategy, TripAdvisor hired Christine Maguire from Condé Nast in April to lead a team of 170 as VP of global advertising revenue.

In the months since Maguire joined, the company has released 10 beta versions of ad products to appeal to different marketers’ needs. One allows advertisers to use TripAdvisor’s data and ad creatives to reach travelers on Instagram or Facebook. Another adds a branded content offering. A third, to be introduced later this month, is a self-serve advertising portal for smaller businesses. A fourth brings in outstream video.