PPC and Tourism Marketing

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Discover opportunities to use search marketing, display advertising and social marketing in the tourism and hospitality industry.

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  • PPC and Tourism Marketing

    1. 1. PPC AND TOURISM MARKETING:DON’T LEAVE HOME WITHOUT IT! By John Barron
    2. 2. Why do you need advice?
    3. 3. This Is The ExceptionSome Statistics
    4. 4. This Is The ExceptionSome Statistics1. Tourism Is Still An Enormous Challenge
    5. 5. This Is The ExceptionSome Statistics1. Tourism Is Still An Enormous Challenge • 2009 Euro vacation spending was down 6.6% (ETC)
    6. 6. This Is The ExceptionSome Statistics1. Tourism Is Still An Enormous Challenge • 2009 Euro vacation spending was down 6.6% (ETC) • Visits abroad by UK residents down 4% over the last 12 months (Office for National Statistics)
    7. 7. This Is The ExceptionSome Statistics1. Tourism Is Still An Enormous Challenge • 2009 Euro vacation spending was down 6.6% (ETC) • Visits abroad by UK residents down 4% over the last 12 months (Office for National Statistics) • Although estimates are increasing for 2011 US travel trends...
    8. 8. This Is The ExceptionSome Statistics1. Tourism Is Still An Enormous Challenge • 2009 Euro vacation spending was down 6.6% (ETC) • Visits abroad by UK residents down 4% over the last 12 months (Office for National Statistics) • Although estimates are increasing for 2011 US travel trends...2. US Is The “No-Vacation Nation” (Ctr for Economic and Policy Research)
    9. 9. Is Féidir LinnYes We Can
    10. 10. Is Féidir LinnYes We Can1. Competition, Innovation Means You Gain
    11. 11. Is Féidir LinnYes We Can1. Competition, Innovation Means You Gain • Traditional search marketing still effective
    12. 12. Is Féidir LinnYes We Can1. Competition, Innovation Means You Gain • Traditional search marketing still effective • Social media presents new opportunities
    13. 13. Is Féidir LinnYes We Can1. Competition, Innovation Means You Gain • Traditional search marketing still effective • Social media presents new opportunities • Local search, travel sites, apps
    14. 14. Is Féidir LinnYes We Can1. Competition, Innovation Means You Gain • Traditional search marketing still effective • Social media presents new opportunities • Local search, travel sites, apps • More options for display/content ads
    15. 15. Is Féidir LinnYes We Can1. Competition, Innovation Means You Gain • Traditional search marketing still effective • Social media presents new opportunities • Local search, travel sites, apps • More options for display/content ads2. Understand Online Behavior
    16. 16. Is Féidir LinnYes We Can1. Competition, Innovation Means You Gain • Traditional search marketing still effective • Social media presents new opportunities • Local search, travel sites, apps • More options for display/content ads2. Understand Online Behavior • In social, we’re sharing, “communitzing”
    17. 17. Is Féidir LinnYes We Can1. Competition, Innovation Means You Gain • Traditional search marketing still effective • Social media presents new opportunities • Local search, travel sites, apps • More options for display/content ads2. Understand Online Behavior • In social, we’re sharing, “communitzing” • In reading content, we’re learning
    18. 18. Is Féidir LinnYes We Can1. Competition, Innovation Means You Gain • Traditional search marketing still effective • Social media presents new opportunities • Local search, travel sites, apps • More options for display/content ads2. Understand Online Behavior • In social, we’re sharing, “communitzing” • In reading content, we’re learning • In search, we seek an answer
    19. 19. Traditional Search Mktg.Know The Terms
    20. 20. Traditional Search Mktg.Know The Terms1. Identify Your Audience By Their Words
    21. 21. Traditional Search Mktg.Know The Terms1. Identify Your Audience By Their Words • Language? (“holiday” vs. “vacation”, “villa” vs.“vacation home”)
    22. 22. Traditional Search Mktg.Know The Terms1. Identify Your Audience By Their Words • Language? (“holiday” vs. “vacation”, “villa” vs.“vacation home”) • Ads should be conscious of value
    23. 23. Traditional Search Mktg.Know The Terms1. Identify Your Audience By Their Words • Language? (“holiday” vs. “vacation”, “villa” vs.“vacation home”) • Ads should be conscious of value • Competition, competition, competition
    24. 24. Traditional Search Mktg.Know The Terms1. Identify Your Audience By Their Words • Language? (“holiday” vs. “vacation”, “villa” vs.“vacation home”) • Ads should be conscious of value • Competition, competition, competition • Adgroups of 50 to 70 keywords
    25. 25. Traditional Search Mktg.Know The Terms1. Identify Your Audience By Their Words • Language? (“holiday” vs. “vacation”, “villa” vs.“vacation home”) • Ads should be conscious of value • Competition, competition, competition • Adgroups of 50 to 70 keywords2. Ads And Content Should Match
    26. 26. Traditional Search Mktg.Know The Terms1. Identify Your Audience By Their Words • Language? (“holiday” vs. “vacation”, “villa” vs.“vacation home”) • Ads should be conscious of value • Competition, competition, competition • Adgroups of 50 to 70 keywords2. Ads And Content Should Match • Hardly ever target your homepage
    27. 27. Traditional Search Mktg.Know The Terms1. Identify Your Audience By Their Words • Language? (“holiday” vs. “vacation”, “villa” vs.“vacation home”) • Ads should be conscious of value • Competition, competition, competition • Adgroups of 50 to 70 keywords2. Ads And Content Should Match • Hardly ever target your homepage • Must modify content (specials)
    28. 28. Ad Campaigns On FacebookPPC Is Everywhere
    29. 29. Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads
    30. 30. Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • FB ads target loyalty and brand awareness
    31. 31. Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • FB ads target loyalty and brand awareness • Facebook ads are short lived, but powerful
    32. 32. Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • FB ads target loyalty and brand awareness • Facebook ads are short lived, but powerful • Click-Thru Rate (CTR) very important for both
    33. 33. Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • FB ads target loyalty and brand awareness • Facebook ads are short lived, but powerful • Click-Thru Rate (CTR) very important for both • Be careful mixing networks
    34. 34. Ad Campaigns On FacebookPPC Is Everywhere
    35. 35. Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy
    36. 36. Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR
    37. 37. Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image
    38. 38. Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image • Destination should FB experience
    39. 39. Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image • Destination should FB experience • Use contests, questions (polls), charity not necessarily sales
    40. 40. Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image • Destination should FB experience • Use contests, questions (polls), charity not necessarily sales • Try Sponsored Story
    41. 41. Ad Campaigns On FacebookPPC Is Everywhere
    42. 42. Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation
    43. 43. Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans/friends of fans and non-fans (think of email)
    44. 44. Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans/friends of fans and non-fans (think of email) • Non-fans should primarily be about converting to fans
    45. 45. Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans/friends of fans and non-fans (think of email) • Non-fans should primarily be about converting to fans • Fans can be about sales
    46. 46. Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans/friends of fans and non-fans (think of email) • Non-fans should primarily be about converting to fans • Fans can be about sales • Age, Geography, Education, Gender
    47. 47. Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans/friends of fans and non-fans (think of email) • Non-fans should primarily be about converting to fans • Fans can be about sales • Age, Geography, Education, Gender • Likes (Irish sports, Riverdance, family ancestry, St. Patrick’s Day, Guinness, etc.)
    48. 48. Niche SearchesVery Important For Travel
    49. 49. Niche SearchesVery Important For Travel1. Where Are Your Tourists Coming From?
    50. 50. Niche SearchesVery Important For Travel1. Where Are Your Tourists Coming From? • Kayak, Expedia (Beware of these)
    51. 51. Niche SearchesVery Important For Travel1. Where Are Your Tourists Coming From? • Kayak, Expedia (Beware of these) • Yahoo Travel and Bing Travel
    52. 52. Niche SearchesVery Important For Travel1. Where Are Your Tourists Coming From? • Kayak, Expedia (Beware of these) • Yahoo Travel and Bing Travel • Maps (Google Places, Mapquest, Bing)
    53. 53. Niche SearchesVery Important For Travel1. Where Are Your Tourists Coming From? • Kayak, Expedia (Beware of these) • Yahoo Travel and Bing Travel • Maps (Google Places, Mapquest, Bing) • Apps like Urban Spoon, iGuide
    54. 54. Display Ads/Content AdsMore Tools, More Reach
    55. 55. Display Ads/Content AdsMore Tools, More Reach1. Text, Display, Mobile and Video
    56. 56. Display Ads/Content AdsMore Tools, More Reach1. Text, Display, Mobile and Video • Google,Yahoo, Bing, AOL
    57. 57. Display Ads/Content AdsMore Tools, More Reach1. Text, Display, Mobile and Video • Google,Yahoo, Bing, AOL • Many allow you to select publications
    58. 58. Display Ads/Content AdsMore Tools, More Reach1. Text, Display, Mobile and Video • Google,Yahoo, Bing, AOL • Many allow you to select publications • Should be a separate campaign
    59. 59. Display Ads/Content AdsMore Tools, More Reach1. Text, Display, Mobile and Video • Google,Yahoo, Bing, AOL • Many allow you to select publications • Should be a separate campaign • Demographic, location targeting
    60. 60. Display Ads/Content AdsMore Tools, More Reach1. Text, Display, Mobile and Video • Google,Yahoo, Bing, AOL • Many allow you to select publications • Should be a separate campaign • Demographic, location targeting • Think of broad subjects
    61. 61. Other PointersKey Requirements
    62. 62. Other PointersKey Requirements1. Tracking Is Essential, Track Phone Calls (admin.telwise.co.uk, freshegg.com/call-track- id.htm)
    63. 63. Other PointersKey Requirements1. Tracking Is Essential, Track Phone Calls (admin.telwise.co.uk, freshegg.com/call-track- id.htm)2. Test Multiple Ads
    64. 64. Other PointersKey Requirements1. Tracking Is Essential, Track Phone Calls (admin.telwise.co.uk, freshegg.com/call-track- id.htm)2. Test Multiple Ads3. Bidding Is Like Ebay
    65. 65. Other PointersKey Requirements1. Tracking Is Essential, Track Phone Calls (admin.telwise.co.uk, freshegg.com/call-track- id.htm)2. Test Multiple Ads3. Bidding Is Like Ebay4. Use Ad Preview Tool For Google Adwords Ads (search for “Ad Preview Tool”)
    66. 66. Other PointersKey Requirements1. Tracking Is Essential, Track Phone Calls (admin.telwise.co.uk, freshegg.com/call-track- id.htm)2. Test Multiple Ads3. Bidding Is Like Ebay4. Use Ad Preview Tool For Google Adwords Ads (search for “Ad Preview Tool”)5. Look For Your Ads In Test Searches
    67. 67. SummaryWhat To Remember
    68. 68. SummaryWhat To Remember1. Most Major Purchases Start With Traditional Search (Compliment SEO Efforts)
    69. 69. SummaryWhat To Remember1. Most Major Purchases Start With Traditional Search (Compliment SEO Efforts)2. Social Activity Is A Rapidly Growing Opportunity
    70. 70. SummaryWhat To Remember1. Most Major Purchases Start With Traditional Search (Compliment SEO Efforts)2. Social Activity Is A Rapidly Growing Opportunity3. Research Niche Search Engines
    71. 71. SummaryWhat To Remember1. Most Major Purchases Start With Traditional Search (Compliment SEO Efforts)2. Social Activity Is A Rapidly Growing Opportunity3. Research Niche Search Engines4. Content Is Also Opportunity
    72. 72. CAN YOU HELP? VOTE4TAPF.ORG
    73. 73. JOHN BARRON johnbarron.net (blog) facebook.com/jfbppcslideshare.net/JohnBarron1
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