WHY TO CREAT A GOOGLE CAMPAIGN?Objectives: Create Brand awareness Enlarge the niche target Generate contacts/leads Promote the website content
Structure of the campaign We created 2 specific landing pages and we also used the homepage as a landing page Marca Turismo Home page Marca Turismo Landing Page Marketing Digital Landing page 2 ADS 1 AD connected 1 AD connected connected to to the landing to the landing the “Home page page “ page” MarketingCampaign’s structure “ Marketing Hotelero” Digital emClick on the pics to get directly Turismo”to the related web page.
CAMPAIGN’S STRUCTURECopy of the 4 campaignsClick on the AD to go to the related landing page.
Google Insights for search and other toolsLooking for the correct keywords.
ABOUT THE KEYWORDS We focused on keywords related to the online world-marketing-business-information. Excluding booking and similar words related to ticketing, online booking of flights, holidays, cheap trips etc. (used as negative keywords) Used language: Portuguese (the site is mainly thought for portuguese speakers)
PRICE/BUDGET AND TIMING Being a test campaign budget was limited to € 75 Daily budget: € 10 CPC max: € 1 Time scheduled: Jan 10th 2012 to Jan 27th 2012
SINGLE CAMPAIGN RESULTSA Marketing Turistico Linked to home page B Marca Turismo Linked to home page Total clicks: 52 Total clicks: 9 Impr.: 3662 Impr.: 1350 CTR: 1,42% CTR: 0,67% Avg. CPC: € 0,62 Avg. CPC: € 0,64 Tot. Cost: € 32,12 Tot. Cost: € 5,78
Marketing para Turismo Linked to the spacific landing page Total clicks: 20 Impr.: 12.080C CTR: 0,10 % Avg. CPC: € 0,74 Tot. Cost: € 14,78
Mkt Digital no Turismo Linked to the spacific landing page Total clicks: 8 Impr.: 12.771D CTR: 0,06 % Avg. CPC: € 0,59 Tot. Cost: € 4,69
RESULTS ANALYSISCampaign A : Got the best CTR (1,42%) The highest number of clicks Most reseached keywords are Marketing Turístico and Marketing Turismo (witch are linked to the campaign A) These keywords, being really specific, are the most used words to look on Google by the niche market interested in Marketing related to tourism