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How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
How To Prepare Your 2014 Hotel Marketing Budget
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How To Prepare Your 2014 Hotel Marketing Budget

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Adrian Caruso, James Hacon and Ken Jones from Fastrack Group share their tips for planning your marketing budget for 2014. Together they cover the best ways to leverage your brand, build your …

Adrian Caruso, James Hacon and Ken Jones from Fastrack Group share their tips for planning your marketing budget for 2014. Together they cover the best ways to leverage your brand, build your reputation on social media and how to make the most of SEO and PPC Marketing in the year ahead.

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  • How did the “three screens” results from Q1 2013 compare to the results from Q1 2012? We see a significant – even dramatic – shift from the desktop to the tablet and mobile channels within one short year:Q1 2013 vs. Q1 2012 Percentage Increase/Decrease by Device Category:The most notable year-over-year developments in Q1 2013 were:- Website visitors to desktop websites declined by more than a quarter, while more than doubling via mobile and tablet devices.- Desktop pageviews declined by nearly 15% while increasing by nearly 74% via tablet and 84% via mobile devices.- Bookings and room nights from tablets exhibited the biggest growth and more than doubled; revenue increased by nearly 95%.- Revenue from mobile devices also exhibited steady growth of nearly 58% as travel consumers are becoming more comfortable transacting via their smartphones and as smartphone penetration reaches an all-time high of 44% in Australia and New Zealand- Revenue from desktop devices is on the decline, year-over-year, by more than 5%.Tablets were the biggest winner over the past year. Tablet penetration already exceeds 15% in the Australia. In Q1 2013 tablet shipments worldwide soared 142% year-over-year to 49.2 million. The latest data from NPD DisplaySearch calls for the tablet market to surpass PC notebooks in 2013. Tablets are expected to reach shipments of 240 million units this year, while 207 million PC notebooks will be shipped.
  • How did the “three screens” results from Q1 2013 compare to the results from Q1 2012? We see a significant – even dramatic – shift from the desktop to the tablet and mobile channels within one short year:Q1 2013 vs. Q1 2012 Percentage Increase/Decrease by Device Category:The most notable year-over-year developments in Q1 2013 were:- Website visitors to desktop websites declined by more than a quarter, while more than doubling via mobile and tablet devices.- Desktop pageviews declined by nearly 15% while increasing by nearly 74% via tablet and 84% via mobile devices.- Bookings and room nights from tablets exhibited the biggest growth and more than doubled; revenue increased by nearly 95%.- Revenue from mobile devices also exhibited steady growth of nearly 58% as travel consumers are becoming more comfortable transacting via their smartphones and as smartphone penetration reaches an all-time high of 44% in Australia and New Zealand- Revenue from desktop devices is on the decline, year-over-year, by more than 5%.Tablets were the biggest winner over the past year. Tablet penetration already exceeds 15% in the Australia. In Q1 2013 tablet shipments worldwide soared 142% year-over-year to 49.2 million. The latest data from NPD DisplaySearch calls for the tablet market to surpass PC notebooks in 2013. Tablets are expected to reach shipments of 240 million units this year, while 207 million PC notebooks will be shipped.
  • How did the “three screens” results from Q1 2013 compare to the results from Q1 2012? We see a significant – even dramatic – shift from the desktop to the tablet and mobile channels within one short year:Q1 2013 vs. Q1 2012 Percentage Increase/Decrease by Device Category:The most notable year-over-year developments in Q1 2013 were:- Website visitors to desktop websites declined by more than a quarter, while more than doubling via mobile and tablet devices.- Desktop pageviews declined by nearly 15% while increasing by nearly 74% via tablet and 84% via mobile devices.- Bookings and room nights from tablets exhibited the biggest growth and more than doubled; revenue increased by nearly 95%.- Revenue from mobile devices also exhibited steady growth of nearly 58% as travel consumers are becoming more comfortable transacting via their smartphones and as smartphone penetration reaches an all-time high of 44% in Australia and New Zealand- Revenue from desktop devices is on the decline, year-over-year, by more than 5%.Tablets were the biggest winner over the past year. Tablet penetration already exceeds 15% in the Australia. In Q1 2013 tablet shipments worldwide soared 142% year-over-year to 49.2 million. The latest data from NPD DisplaySearch calls for the tablet market to surpass PC notebooks in 2013. Tablets are expected to reach shipments of 240 million units this year, while 207 million PC notebooks will be shipped.
  • Adrian
  • How did the “three screens” results from Q1 2013 compare to the results from Q1 2012? We see a significant – even dramatic – shift from the desktop to the tablet and mobile channels within one short year:Q1 2013 vs. Q1 2012 Percentage Increase/Decrease by Device Category:The most notable year-over-year developments in Q1 2013 were:- Website visitors to desktop websites declined by more than a quarter, while more than doubling via mobile and tablet devices.- Desktop pageviews declined by nearly 15% while increasing by nearly 74% via tablet and 84% via mobile devices.- Bookings and room nights from tablets exhibited the biggest growth and more than doubled; revenue increased by nearly 95%.- Revenue from mobile devices also exhibited steady growth of nearly 58% as travel consumers are becoming more comfortable transacting via their smartphones and as smartphone penetration reaches an all-time high of 44% in Australia and New Zealand- Revenue from desktop devices is on the decline, year-over-year, by more than 5%.Tablets were the biggest winner over the past year. Tablet penetration already exceeds 15% in the Australia. In Q1 2013 tablet shipments worldwide soared 142% year-over-year to 49.2 million. The latest data from NPD DisplaySearch calls for the tablet market to surpass PC notebooks in 2013. Tablets are expected to reach shipments of 240 million units this year, while 207 million PC notebooks will be shipped.
  • How did the “three screens” results from Q1 2013 compare to the results from Q1 2012? We see a significant – even dramatic – shift from the desktop to the tablet and mobile channels within one short year:Q1 2013 vs. Q1 2012 Percentage Increase/Decrease by Device Category:The most notable year-over-year developments in Q1 2013 were:- Website visitors to desktop websites declined by more than a quarter, while more than doubling via mobile and tablet devices.- Desktop pageviews declined by nearly 15% while increasing by nearly 74% via tablet and 84% via mobile devices.- Bookings and room nights from tablets exhibited the biggest growth and more than doubled; revenue increased by nearly 95%.- Revenue from mobile devices also exhibited steady growth of nearly 58% as travel consumers are becoming more comfortable transacting via their smartphones and as smartphone penetration reaches an all-time high of 44% in Australia and New Zealand- Revenue from desktop devices is on the decline, year-over-year, by more than 5%.Tablets were the biggest winner over the past year. Tablet penetration already exceeds 15% in the Australia. In Q1 2013 tablet shipments worldwide soared 142% year-over-year to 49.2 million. The latest data from NPD DisplaySearch calls for the tablet market to surpass PC notebooks in 2013. Tablets are expected to reach shipments of 240 million units this year, while 207 million PC notebooks will be shipped.
  • How did the “three screens” results from Q1 2013 compare to the results from Q1 2012? We see a significant – even dramatic – shift from the desktop to the tablet and mobile channels within one short year:Q1 2013 vs. Q1 2012 Percentage Increase/Decrease by Device Category:The most notable year-over-year developments in Q1 2013 were:- Website visitors to desktop websites declined by more than a quarter, while more than doubling via mobile and tablet devices.- Desktop pageviews declined by nearly 15% while increasing by nearly 74% via tablet and 84% via mobile devices.- Bookings and room nights from tablets exhibited the biggest growth and more than doubled; revenue increased by nearly 95%.- Revenue from mobile devices also exhibited steady growth of nearly 58% as travel consumers are becoming more comfortable transacting via their smartphones and as smartphone penetration reaches an all-time high of 44% in Australia and New Zealand- Revenue from desktop devices is on the decline, year-over-year, by more than 5%.Tablets were the biggest winner over the past year. Tablet penetration already exceeds 15% in the Australia. In Q1 2013 tablet shipments worldwide soared 142% year-over-year to 49.2 million. The latest data from NPD DisplaySearch calls for the tablet market to surpass PC notebooks in 2013. Tablets are expected to reach shipments of 240 million units this year, while 207 million PC notebooks will be shipped.
  • )      Taking out the ad on the front page of a newspaper, then not creating artwork. This is the same as building a fan base and then not having a content strategy.2)      Talking to yourself: posting amazing content but not having an audience.The answer: build an audience & create an engaging content.
  • This slide represents the latest Google statistics on where people are using their mobiles in relation to travel.The motivations of what they are doingHow they initiated the searchAnd the outcomes
  • The results from Q1 2013 are in, and they show a seismic shift from desktop to mobile and tablet devices. Across all our hotel client’s portfolio, consisting of hundreds of hotel properties, we saw a major shift from desktop to tablet and mobile in every data category.The most notable developments in Q1 2013:- Website traffic by device category: nearly 40% of web visitors and 28% of page views were generated from non-desktop devices (mobile and tablet)- Over 10% of bookings, roomnights and revenue came from tablets and mobile devices- Tablets generated 281% more roomnights and 505% more revenue than “pure” mobile devices- iPad outperformed all other tablet devices and was responsible for more than 88% of traffic and nearly 90% of tablet revenueMobile devices represent a very interesting phenomenon: Nearly 24% of website visitors came from mobile devices, but these mobile visitors generated only 3.17% of the bookings. Why?In my view, there are several reasons:Many mobile users start their research and information gathering via their smartphones, and later continue via their desktops/laptops at the office or at home. Forrester reports that smartphones are the most common starting place for online activities:Search for information: 65% of users start on a smartphone; 65% of them continue the process on a desktop, 4% on a tabletBrowse the Internet: 63% of users start on a smartphone; 58% of them continue the process on a desktop, 5% on a tabletShopping online: 65% of users start on a smartphone; 61% of them continue the process on a desktop, 4% on a tabletMany hoteliers lack a mobile-friendly website presence or have an “impossible to use” booking engineMost hoteliers do not track voice bookings that came from the mobile website: an average of 1 in 7 mobile website bookings comes via the reservation phone listed on the mobile site
  • How did the “three screens” results from Q1 2013 compare to the results from Q1 2012? We see a significant – even dramatic – shift from the desktop to the tablet and mobile channels within one short year:Q1 2013 vs. Q1 2012 Percentage Increase/Decrease by Device Category:The most notable year-over-year developments in Q1 2013 were:- Website visitors to desktop websites declined by more than a quarter, while more than doubling via mobile and tablet devices.- Desktop pageviews declined by nearly 15% while increasing by nearly 74% via tablet and 84% via mobile devices.- Bookings and room nights from tablets exhibited the biggest growth and more than doubled; revenue increased by nearly 95%.- Revenue from mobile devices also exhibited steady growth of nearly 58% as travel consumers are becoming more comfortable transacting via their smartphones and as smartphone penetration reaches an all-time high of 44% in Australia and New Zealand- Revenue from desktop devices is on the decline, year-over-year, by more than 5%.Tablets were the biggest winner over the past year. Tablet penetration already exceeds 15% in the Australia. In Q1 2013 tablet shipments worldwide soared 142% year-over-year to 49.2 million. The latest data from NPD DisplaySearch calls for the tablet market to surpass PC notebooks in 2013. Tablets are expected to reach shipments of 240 million units this year, while 207 million PC notebooks will be shipped.
  • In fact, based on the rate of adoption, it is projected that the number of users accessing the Web via mobile devices will exceed desktop devices by 2014.eMarketer, the value of mobile transactions will reach close to 1 trillion dollars by 2014.
  • What Should Hoteliers Do About the Three Screens?Begin by treating the desktop, mobile and tablet as three separate channels. Internet users exhibit different behavioral patterns when browsing the Internet and the desktop website, mobile and tablet devices, as they address different needs at different times of the day and week. It is obvious why specialized content is needed for each device:Desktop users need as much information as possible, including a minimum of 25-50 content pages per property and another 50-100 specialized marketing and landing pages featuring special packages, promotions, and events. Desktop users also place high value on visual galleries with photos and videos.Mobile (smartphone) users require a 10-15 page mobile-enabled website with slimmed-down content with an emphasis on maps and directions, an easy-to-use mobile booking engine, and a click-to-call property reservation number. As mentioned, more than half of the U.S. population is still using feature phones, which are not sophisticated enough to display full desktop websites. The vast majority of people of age 65+ do not use smartphones today, and these are exactly the baby boomers you would want as your property guests.Tablet users require deep, visually enhanced content about the property and its destination. A well-structured, highly visual hotel tablet-optimized website can generate conversion rates several times higher than those of mobile devices.
  • What is responsive web design?Simply put, responsive web design is a development technique that optimizes your site for any sized screen, based on size of the device that is viewing the content. For example, if someone views your site from their desktop computer, the website's code will detect the larger sized screen and appropriately adjust the site's layout and design for that larger monitor. Things such as the main navigation, body content and image size will be optimized for people browsing at a desktop computer, in order to provide the best layout for usability on that device.On the other hand, the same user will likely interact with the site very differently on a tablet or smartphone than they would sitting at a computer with a mouse or a laptop touchpad. When searching on a tablet or mobile phone, users have to tap directly on the link in order to get the information they want, instead of hovering over the information with a tiny pointer. In order to provide the best user experience for someone on a mobile phone, buttons have to be bigger so people can easily tab where they want, phone number should be clickable (and trackable!), and information should be concise and easy to find.  Fat fingers and small smartphone screens are a bad combo.What does responsive website design look like??
  • Why does your Hotel Need a ResponsiveWebsitre?Usability and user experience: Think of how annoying it is when you are searching for something on your phone and you land on the site’s desktop version, with microscopic links and too much information. What do you do? Most likely you'll try to pinch and zoom on the screen until you can make out the information you’re looking for or bounce off immediately and go to a site that’s easier to use. Either way, this makes for a bad user experience and a potentially lost guest.  With responsive web design, the right version of your site will always be served to your user on the first try which makes for a better user experience.Cost and return: Your initial investment in the site may be slightly higher, it may take a bit longer to develop, and you may have to research to find a developer with the proper skills to effectively create your site in responsive web design. However, since potential guests will be served the information they want on the first try they’ll be more likely to stay on your site and book if they like what they see. Also, if your hotel is easily bookable through all mediums guests will be more likely to book with you.  Another thing to consider is that instead of paying someone to manage the content on three different websites (desktop, mobile and tablet), with a responsive website you're only paying someone to update content on a single website.Three websites in one: As mentioned above, content management is simple for all three sites, because you're really only updating a single website instead of three separate ones. Most responsive websites will have a simple content management system. The Blue Magnet Hotel example above was built in Wordpress. Since this is all technically one site, we only have to make the change once and the mobile site, tablet version and desktop version will all reflect the updates. This is great for maintaining consistency of information across all of your sites.Google will love you: In June of 2012, Google explained the best practices for building a mobile site and responsive web design was mentioned as the "recommended configuration" for targeting smartphones. Responsive websites, whether viewed on a mobile device, tablet or desktop computer, all use the same HTML, which make it easier for Google to index.  Rather than indexing 3 different, independent versions of your accommodations page, Google prefers to only index a single page--a responsive one that adapts to various screen sizes. This doesn't necessarily give you any SEO bonus for using responsive web design, but it helps avoid duplicate content issues that arise from having a copy of each of your webpages in each of the various viewing formats.  Google doesn't need 3 different copies of your homepage.  It's redundant and Google will likely drop one from its index if it identifies it as such.  It's best to have a single page at a single URL that works across all devices.With the import
  • AdrianWhat is the biggest trend currently impacting online marketing for hotels?NEXT SLIDE
  • Transcript

    • 1. How to Prepare Your 2014 Hotel Marketing Budget for Maximum ROI
    • 2. Adrian Caruso CEO James Hacon Director of Digital Marketing Ken Jones Head of Search Marketing
    • 3.  Established in 2002  Australasia’s leading hospitality, travel and tourism digital marketing and communications agency  Offices in Sydney, Brisbane & Auckland  Over 150 years of combined experience Our key client services team
    • 4. Travel, Tourism & Hospitality Digital Marketing & Communications Agency INTEGRATED MARKETING SOCIAL MEDIA WEBSITE DEVELOPMENT DESIGN & BRANDING PUBLIC RELATIONS EMAIL & DIRECT CONSULTING MOBILE
    • 5. 1. Back to basics 2. Experience and Customer Service 3. Social Media Slow Down 4. Monitoring Your Spend 5. The biggest trend affecting the industry 6. Do’s & Don’ts of Distribution 7. Search Marketing – The Year Ahead 7. Where to spend your marketing $$$ in 2014 for the best return 8. Q&A session
    • 6. What is the most important strategy in marketing? http://www.flickr.com/photos/whatleydude/6205610856/
    • 7. Let’s see a raise of hands Who has a month by month marketing plan? http://www.flickr.com/photos/whatleydude/6205610856/
    • 8. Experience + Brand = Revenue
    • 9. - Provide training on the importance of customer service - Training all team members on how their individual roles help towards an overall experience and reflects in reviews. - Incentivise for good reviews at an individual and team level. - Celebrate success and good feedback. - Don’t ever underestimate the importance of individuals effect on the experience and in turn your marketing.
    • 10. - Create an authentic feel through operations management of social. - Share the love, get wider team involved. - Encourage sharing during and after the experience by guests and visitors. - Curate, don’t just create. - Build custom audiences and encourage interaction.
    • 11. Website Mobile Search 3rd Party OTA Email Print Social Media
    • 12. Track every telephone call Reservatio n Analysis Track every enquiry form Followup surveys Google Analytics Conversion Tracking Codes Guest Registration Cards
    • 13. What is the biggest trend affecting the travel industry? http://www.flickr.com/photos/whatleydude/6205610856/
    • 14. By 2015 smartphone sales will reach 982 million. Research points that mobile will surpass desktop use within the next
    • 15. 21% of all hotel searches are now conducted on mobile devices! • 7% Tablets • 14% Mobile • 79% Desktops Bad mobile websites are the #1 deterrent to booking
    • 16. Where people are using their mobiles in relation to travel + the outcome
    • 17. The results are in Q3 2013 vs. Q1 2012
    • 18. Q3 2013 vs. Q1 2012
    • 19. Is your website optimised for Mobile of web traffic will come through mobile devices by 2014 Image: http://www.bravenewcode.com/product/wptouch-pro/?utm_campaign=wptouch-home-top&utm_medium=web&utm_source=bravenewcode
    • 20. How is your site working ?  Do you see broken images or missing content?  Can you read the text without zooming or scrolling?  Can links and buttons be clicked with a thumb?  Are navigations options obvious?  Is search functionality easily accessible?
    • 21. Make sure you have a Mobile Compatible Booking Engine
    • 22. Deskto p Tablet During the day (office) Evening – Lounging around Mobile Lunch break – Happy Hour On-the-Go
    • 23. Tablet Desktop Full-website content, presented in a highlyvisual format, enabled for touch screen navigation Full-Website Content Mobile Specialised content for the mobile traveller on the go, enabled for touch-screen navigation
    • 24. Fully Responsive Website
    • 25. Responsive Website Design Demo
    • 26. FF F
    • 27. Do’s & Don’t of Hotel Distribution
    • 28. 1. Focus on the Direct Online Channel – Your Hotel Website! 2. Maintain Rate Parity 3. Attack Brand Hijacking Head On
    • 29.  Google Hummingbird  Voice Search  AdWords Changes  New Campaign Management Systems & Quality Scoring Mechanisms  Integrate Both Together For Best Results SEO + PPC
    • 30.  New Search Ranking Algorithm  Launched September 2013
    • 31.  Type Your Search Keywords  Click (or tap) the Search Button
    • 32. “Okay Google. What’s a good place to stay in Brisbane City?” Greater Emphasis on Encouraging Voice Search & Better Handling of Complex, Conve rsational Queries
    • 33.  Start Thinking “Beyond Keywords”  Make Your Website A “Topical Authority”  Don’t Be Tempted By Short Cuts  Focus On Long Term Quality For Your Website
    • 34.  Consider The Intent Behind The Search Query  Just Because Thousands Of People Search For “accommodation” In Your Area, Doesn’t Mean They’re Looking For Your Kind Of Accommodation  Focus On Searches With Clear Intent
    • 35.  Target The Right Searchers At The Right Time  Don’t Just “Set It & Forget It”  Refine  Test  Refine Some More
    • 36.  New Campaign Type Search Network With Display Select  Changes To AdRank Scoring System Now Factors In Ad Extensions
    • 37. Don’t Use Mixed Campaign Types You Get Better Performance By Separating Search & Display Campaigns
    • 38. Changed In October 2013 AdRank Now Factors in Your Ad Extensions As Well As Quality Score & Max. CPC Bids
    • 39. Discover Your Most Valuable & Best Converting Keywords With PPC Then Focus Your Organic SEO On High ROI Terms
    • 40. Where to spend your $$ in 2014
    • 41. 1. Website re-design – Fully responsive 2. Training / Incentives 3. SEO 4. SEM (paid search) 5. Brand Asset Development 6. Email Marketing 7. Social Media
    • 42. How to contact us adrian.caruso@fastrackg.com ken.jones@fastrackg.com james.hacon@fastrackg.com Call AUS NZ 1300 659 289 0800 823 278

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