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.

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

6. Google search ads

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”

10. Add the +1 Button to your website alongside your other social plug ins.

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

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.

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

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

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

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