Hotel Marketing - Google Tools Update

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Marketing Your Hotel Using Google Tools Including Google +1 …

Marketing Your Hotel Using Google Tools Including Google +1

Google is still the world’s largest search engine with nobody yet posing a serious threat to its dominance. With the emergence of Google Hotel Finder and Google +1 having massive potential to impact the hotel industry and travel search, this month’s free training webinar from Avvio looks at a few of Google’s most important tools and how these can help you to promote your website online.

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  • Ensure your site is useful, engaging and is something that people will want to recommend to their family and friends.
  • Your +1’s are stored in a new tab on your Google profile. You can show your +1’s tab to the world, or keep it private and just use it to personally manage the ever-expanding record of things you love.
  • Think about the pages where you want to add +1 buttons first (wedding, spa, conference etc as well as your main pages like home page, special offers etc.)
  • Your +1’s are stored in a new tab on your Google profile. You can show your +1’s tab to the world, or keep it private and just use it to personally manage the ever-expanding record of things you love.
  • Google states that 1 out of 5 searches on Google is related to a location.Clicking on the pushpin opens up additional information, and that information is powered by Google Places.
  • If it has been claimed it will say ‘Owner Verified Listing’.
  • If it has been claimed it will say ‘Owner Verified Listing’.
  • Postcard - when you finally receive this card (usually in about 3 weeks) head back to your listing and input the PIN provided.Phone call - Ensure a person picks up the phone & not automated service if using this option. Its a new PIN every time
  • Can promote special offers
  • Ad Sitelinks is a feature for search-based ads that lets you include additional links to other content on your site that's not on the main landing page.
  • See how Google crawls and indexes your site and learn about specific problems we're having accessing it. View, classify, and download comprehensive data about internal and external links to your site with new link reporting tools. Find out which Google search queries drive traffic to your site, and see exactly how users arrive there. Tell us about your pages with Sitemaps: which ones are the most important to you and how often they change. You can also let us know how you would like the URLs we index to appear.
  • Clicking on a dot on the map brings the hotel up in a pop up which shows you images, a description, reviews etc. The ‘Book’ button on the bottom right allows you to compare rates and book direct with the hotel’s own site or with a 3rd party.

Transcript

  • 1. Marketing Your Hotel With Google Tools---
    Presented by
    Cara Callaghan – Online Training Manager
    Michelle Conaghan – Business Development Manager
    www.facebook.com/avvio
    www.avvio.com
  • 2. What we are going to cover?
    Google+1
    Google Places
    Google AdWords
    Google Webmaster Tools
    Google Hotel Finder
  • 3. The Landscape for Hotelier
  • 4. The Possibilities of Google +1
  • 5. What is Google +
    Available on:
    • Google search results
    • 6. Google search ads
    • 7. 3rd Party sites (coming soon)
  • What is it?
    • Google’s attempt to rival Facebook.
    • 8. It is based around the premise and stats that show that we like to get recommendations from our family and friends:
     
    “90% of consumers online trust recommendations from people they know”
    And
    “71% say reviews from family members or friends influence purchase decisions”
  • 9. What hotels need to do
    • Profiles currently only available for individuals and not businesses yet so hotels cannot set up a profile for now. Google engineers are promising to build a business experience that will exceed that of consumer profiles.
    • 10. Add the +1 Button to your website alongside your other social plug ins.
    • 11. In order to ‘+1’ things, you first need a public Google profile and you need to be signed in. You can create one at Google Profiles https://profiles.google.com/
  • How does it work?
    Once you are signed in go to www.google.com enter your search phrase. On the search results page you will see a small +1 link beside each entry.
  • 12. Google+1
    How does it work?
    When you ‘+1’ an ad, organic result or website page, you are +1ing the final landing page URL associated with that item.
    Which leads to your ‘+1’ being included in the annotationsfor the ads and organic results associated with that URL.
    Searchers will see personalized annotations from:
    Their Gmail chat buddies
    Their Google contacts in the My Contacts group
    People they’re following in Reader & Buzz
  • 13.
  • 14. Google Places
    What is it?
    • Your ranking on Google Places will determine how much traffic you get from Google Maps. http://www.google.com/places/
    • 15. In local search, consumers see a map at the top of the search results that contains a short list of businesses in that area.
    • 16. Within the results, each business has a “pushpin” that identifies its location on the map.
    • 17. Your position is determined by how well your listing is completed so it’s important to fill it out according to best practices.
  • Google Places
  • 18. Google Places
    The first thing to do is to find your listing on Google Places and ensure that you claim it. If it hasn’t been claimed previously you will see a link on the top right ‘Edit this place – Business owner?’
  • 19. Google Places
  • 20. Best Practices
    Google Places Guidelines http://www.google.com/support/places/
    Ensure the information is up to date, accurate and covers all your business’s services e.g. Weddings, Conferences, Spa.
    Upload up to 10 good quality images and 5 videos if available.
    Choose the most appropriate categories.
    Give the phone number of the front desk and not just a reservations telephone.
    Additional Details – Add parking info, Menus, Reservations URL, Special Offers etc. Enter the name and url.
  • 21. Ranking Factors
    Relevance
    Distance
    Prominence
  • 22. Verifying Your Listing
    This can be done in one of three ways:
    Postcard – Selecting this option will prompt Google to send a postcard to the address you specified with an include PIN.
    Phone Call – This option will cause Google to call the phone number you provided with a recorded system providing your PIN. This usually takes about 10 seconds.
    Text Message – Google also offers you the option of receiving a text message with your 13 digit verification PIN included. Again, this takes just a few moments.
  • 23. Stats
  • 24.
  • 25. Benefits of PPC
    Text and Marketing Control
    Counteract Mirror Marketing
    Control Spend and Measure ROI
    Control where your traffic goes
    Target misspellings
    Stop/start at any time & change budgets
    Drive traffic in areas where you don't have visibility organically
  • 26. Google AdWords
    Impact of turning PPC ads off:
    http://www.google.com/think/insights/topics/search-pause.html
     
    A summary of their study findings:
    Over 89% of traffic generated by search ads is not replaced by organic search results when ads are paused.
    Results are similar across verticals, among the broadest sample of consumers, and regardless of industry.
    9 out of 10 visits to advertiser sites would never happen in the absence of related search ad campaigns.
  • 27. Latest Developments
    Remarketing
    Sitelinks Extensions
    3. Mobile Targeting
  • 28.
  • 29. What is Webmaster Tools?
    Google Webmaster Tools provides you with detailed reports about your pages' visibility on Google. (Your online marketing provider manages this as part of your SEO or your in house SEO may look after)
    Get Google's view of your site and diagnose problems
    Discover your link and query traffic
    Share information about your site
  • 30. Many Reports Available
  • 31.
  • 32. Google Hotel Finder
  • 33. Google Hotel Finder
    Launched in Late July in the US Only.
    This experimental tool can help users find accommodations based on particular priorities.
    A user can draw shapes around neighbourhoods using a mouse rather than searching by individual addresses.
    If you’re looking for the best deal and are flexible with your travel dates then you can compare a hotel’s current price with its typical one.
  • 34. Google Hotel Finder
  • 35. Google Hotel Finder
  • 36. To Conclude....
    www.google.com/+1/button/
    www.google.com/places
    www.google.com/webmastertools
    www.google.com/adwords
    www.google.com/hotelfinder
  • 37. Thank you for joining us today.
    Slides are available at
    www.slideshare.net/avvio
    Email your questions to
    training@avvio.com
    Join the conversation
    www.facebook.com/avvio
    www.twitter.com/avviotweets