Intelligent Search Marketing for LGBT Travel Providers


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Search engines are now the primary source of traffic to all online businesses. This is especially true in the travel industry, where Google is perhaps the single most important marketing channel.

This presentation was delivered at the IGLTA 2010 Convention in Antwerp to help Gay & LEsbian travel providers to focus on intelligent search engine marketing.

The presentation starts with a quick comparison of paid v organic search marketing. Attendees were then shown free tools they can use and were provided helpful tips on creating and managing paid and organic search campaigns.

The goals of the session were to help attendees:
(1) Learn how to identify the right keyword trends
(2) Learn how to target those keywords in Google without spending too much money, and,
(3) Learn how to maximise the return on investment in search marketing activities.

Case studies of successful search marketing campaigns implemented by Pink! AccuraCast were included to illustrate real-world implementations of the strategies we cover in the session.

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Intelligent Search Marketing for LGBT Travel Providers

  1. 1. marketing IS sexy... ... If you don't think so, you probably haven't tried it with the right agency!!!
  2. 2. Intelligent Search Marketing By Farhad Divecha Pink! AccuraCast
  3. 3. ASL? <ul><li>Search, mobile & social media marketing agency </li></ul><ul><li>Founders: Jerome & Farhad Divecha </li></ul><ul><li>Launched Pink! to target LGBT market </li></ul><ul><li>Registered 100% Ethical SEO ® </li></ul><ul><li>Over 100 clients worldwide </li></ul><ul><li>Founded in February 2004 </li></ul>
  4. 4. The Hook-up Manifesto <ul><li>What are you looking for? </li></ul><ul><ul><ul><li>Identifying the right targets </li></ul></ul></ul><ul><li>Will you pay? How much? </li></ul><ul><ul><ul><li>Targeting without paying too much </li></ul></ul></ul><ul><li>How do we get a “happy ending”? </li></ul><ul><ul><ul><li>Maximising search marketing ROI </li></ul></ul></ul>
  5. 5. What r u looking for? <ul><li>Use a wide variety of tools </li></ul><ul><li>Don’t rely on preconceived notions </li></ul><ul><li>Think outside the box </li></ul>
  6. 6. What r u looking for? <ul><li>Use a wide variety of tools </li></ul><ul><ul><li>AdWords Keyword Tool, Wordtracker, Keyword Discovery </li></ul></ul><ul><ul><li>Google Insights for Search </li></ul></ul><ul><ul><li>Google Ad Planner </li></ul></ul><ul><li>Don’t rely on preconceived notions </li></ul><ul><li>Think outside the box </li></ul>
  7. 7. Research tools
  8. 8. Research tools
  9. 9. Research tools
  10. 10. Research tools
  11. 11. What r u looking for? <ul><li>Use a wide variety of tools </li></ul><ul><li>Don’t rely on preconceived notions </li></ul><ul><ul><li>Search isn’t the always the best way to drive traffic </li></ul></ul><ul><ul><li>Banner ads can work </li></ul></ul><ul><li>Think outside the box </li></ul>
  12. 12. Case study: Caravan Event
  13. 13. Case study: Caravan Event
  14. 14. Case study: Caravan Event
  15. 15. What r u looking for? <ul><li>Use a wide variety of tools </li></ul><ul><li>Don’t rely on preconceived notions </li></ul><ul><li>Think outside the box </li></ul><ul><ul><li>Identify where your target users are </li></ul></ul><ul><ul><li>Identify what your target users like </li></ul></ul>
  16. 16. Case study: Roxio France
  17. 17. Case study: Roxio France
  18. 18. Will u pay? How much? <ul><li>Paid v Organic search </li></ul>Info Transactional
  19. 19. Don’t pay too much <ul><li>Calculate affordable CPCs </li></ul><ul><ul><li>Consider individual keywords </li></ul></ul><ul><ul><li>Also consider overall keyword portfolio </li></ul></ul>
  20. 20. Get a “happy ending” <ul><li>Expand your marketing campaigns </li></ul><ul><ul><li>Use multiple channels to reach market </li></ul></ul><ul><ul><li>Don’t exclude paid or organic </li></ul></ul>Organic Clicks Paid Clicks Facebook Gaydar Mantrav Gayclic Yahoo! Bing
  21. 21. Get a “happy ending” <ul><li>Focus on keywords that convert </li></ul><ul><ul><li>Conversion optimiser </li></ul></ul><ul><ul><li>Bid management tools </li></ul></ul>
  22. 22. Get a “happy ending” <ul><li>Don’t forget to bid on brand terms </li></ul><ul><ul><li>Own brand </li></ul></ul><ul><ul><li>Competitor brands </li></ul></ul><ul><ul><li>Supplier brands </li></ul></ul>
  23. 23. Get a “happy ending” <ul><li>Be relevant </li></ul><ul><ul><li>Deliver most relevant ad </li></ul></ul><ul><ul><li>Specific messaging for specific audience </li></ul></ul><ul><ul><li>Use universal search </li></ul></ul>
  24. 24. Universal search
  25. 25. Universal search
  26. 26. Get a “happy ending” <ul><li>Test, test, test </li></ul><ul><ul><li>Google Website Optimizer </li></ul></ul>
  27. 27. Case study: RFH
  28. 28. Case study: RFH
  29. 29. Case study: RFH
  30. 30. Case study: RFH
  31. 31. Appendix! <ul><li>http://www. google .com/insights/search/ </li></ul><ul><li>https:// adwords . google .co. uk /select/ KeywordToolExternal </li></ul><ul><li>http://www. google .com/ sktool / </li></ul><ul><li>http://www. google .com/ adplanner / </li></ul><ul><li>http://www. wordtracker .com/ </li></ul><ul><li>http://www. keyworddiscovery .co. uk / </li></ul><ul><li>http://tools. accuracast .com/cost-estimate/ </li></ul><ul><li>http://www. google .com/ adwords / conversionoptimizer / </li></ul><ul><li>http://www. google .com/ websiteoptimizer </li></ul>
  32. 32. Thank You Farhad Divecha Director, AccuraCast [email_address] Phone: +44 800 019 6813