TBF 2011- Ezequiel Singer: "Google Workshop"

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TBF 2011- Ezequiel Singer: "Google Workshop"

  1. 1. Over the next hour!. + 415 K Travel related searches will happen in Latam Are you up to the opportunity ?Do you feel social, please use #GoogleLatam + #TBF2011 Source Internal Data Google Confidential and Proprietary
  2. 2. Copa America is coming! Are you ready for LATAM???
  3. 3. Over the next hour, we´ll be training, shootingfree kicks, taking penalties shots, juking, jiving andwhatever it takes to win a market of $65B
  4. 4. !"#$%&()*$•! Travel is a 5 step business: Dream, Search, Reserve, experiment and Share•! Online travel in Latam, is getting bigger, but there´s a lack of big players pushing hard in the region•! People in Latam have different travel research and purchase pattern than in the US & Europe. To succeed, you need to understand the habits of the local consumer.
  5. 5. +,"$-&./0$*$1&(("1)"0$1.6 billion Worldwide 230 in the US million 132 million in LATAMSource: Internet World Stats 7
  6. 6. +.23"/$42.5")$*$4&3(6$7(/("$
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  9. 9. +.23"/$>:"."*$($82)24?$:<$2(0$)&$),"$.6,)$ Travel Travel Travel#!!" #!!" #!!" +!" +!" +!" *!" *!" *!" )!" )!" )!" (!" (!" (!" !" !" !" &!" &!" &!" %!" %!" %!" $!" $!" $!" #!" #!" #!" !" !" !" ,$!) ,%!) ,&!) ,#!* ,$!* ,%!* ,&!* ,$!+ ,%!+ ,&!+ ,##! ,$#! ,#!) ,#!+ ,$!) ,%!) ,&!) ,#!* ,$!* ,%!* ,&!* ,$!+ ,%!+ ,&!+ ,##! ,$#! ,#!) ,#!+ ,$!) ,%!) ,&!) ,#!* ,$!* ,%!* ,&!* ,$!+ ,%!+ ,&!+ ,##! ,$#! ,#!) ,#!+ +81% +82% +276% Travel Travel#!!" #!!" +!" +!" *!" *!" )!" )!" (!" (!" !" !" &!" &!" %!" %!" $!" $!" #!" #!" !" !" ,#!) ,$!) ,&!) ,#!* ,%!* ,&!* ,#!+ ,$!+ ,%!+ ,&!+ ,$#! ,%!) ,$!* ,##! ,#!) ,$!) ,&!) ,#!* ,%!* ,&!* ,#!+ ,$!+ ,%!+ ,&!+ ,$#! ,%!) ,$!* ,##! +148% +95% +181% Source: Google Internal Data, search queries on Google.com properties
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  14. 14. ?3;@;1(A&B.3*43;&C37(*)6(&D&B.6)6(E&F(*& of viewers have taken #1 Entertainment Site On 52% action after watching video online The Web Of YouTube viewers #2 Search Engine Behind Google 35% have purchased something they saw advertised on YouTube #3 Most Visited Website 16Source: comScore VideoMetrix; Internal Logs Google Confidential and Proprietary
  15. 15. G0.(H&0&!"&()*+,&E(8.H&/330.6&73/;4(&Indexed 2007 2008 2009 2010 Hawaii Jamaica Orlando Las vegas Aruba Paris Miami Cuba Disney New York Madrid Londres Barcelona Google Confidential and Proprietary
  16. 16. What do people search for in Travel ? 16% Air Travel Queries 1% 22% Attractions & Activities Queries Hotels & Accommodations 3% Queries Vacation Destinations Queries Other 58% G$HIJK$).23"/$*"2.1,"*$($82)24$<".$4&(),$ Google Confidential and Proprietary 20
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  21. 21. It’s about a team of ads, not just the last ad clicked The click that drives home the But those reservation gets who set up all the credit the play do most of the workHR$ 26
  22. 22. ?3;&.((E&)//&<,(&<()4&J/)H0.6&23*&H3;*&1*).E& Vacation Checking hotel Search search availability Prices Last offers and reviews and ADestiny.com comparisson deals user’s comments Display 27 Google Confidential and Proprietary
  23. 23. :3N34&>0.(O&&F(&P336/(Q&;.4)<+,(E&3./0.(&*()+,&<3&E*07(&700<&<3&H3;*&R(10<(S&1335&)/(S&.(R/(N(*&06.;JS&)JJ&E3R./3)ES&1*).E&)R)*(.(&D&6(<&<,(&6*()<(<&J301/(&*(<;*.T3.T0.7(<4(.<K& Google Google Search Network Display Network Google Confidential and Proprietary
  24. 24. 82)24$*$@"1&4(6$K&@/"$ +2.8 MM SmartPhones in México Google Confidential and Proprietary
  25. 25. Search TargetingCapture people who are looking for your products and services Not For Tourists Need A Local City Guide? View Our SF Map Guides. Sign Up Today! www.NotForTourists.com Google Confidential and Proprietary
  26. 26. Display Network TargetingSpread awareness about your brand and services Google Confidential and Proprietary
  27. 27. Google Display Network:High relevance and various targeting capabilities By Where Users Are By Where Users Have Been (current actions) (previous actions) Interest-Category Contextual Targeting Matching Deliver your ad at the ‘moment of Serve ads to consumers based on the types relevance’ based on the content your of websites they visit across the GDN audience is reading on sites you may Not For not have known existed Tourists Message Placement Targeting Re-Marketing* Serve ads to consumers on a specific site(s) in the Google Content Network Serve ads to consumers who previously took a specific action on or visited Not For Tourists’ website Google Confidential and Proprietary *remarketing currently not available for all markets
  28. 28. Google Confidential and Proprietary
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  31. 31. Drive sales to yourBe in Maps officeManage your Ad extensionslocations withGoogle Places
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  35. 35. V,#$X&:+:@"B$.<(*)+87(& Users are 1.5x more engaged with YoTube than TV 50% videos Análisis Biométrico have comments, questions, answers and shares Hombres Youtube54% users Mujeres are more active and pay more attention. More interactions means more engagement 46%source: YouTube and TV, OTX study, 10
  36. 36. X&:+:@"$6"(".2)"*$0"*."$ http://www.youtube.com/DisneyMemories
  37. 37. e&-?$)f*$=4"$)&$/*)"($)&$),"$ 1&(*:4". $ Sharing your tweets, you can reach •! +80% ofusers on the Internet. •! Tens of thousands of websites •! 95% of a users time is spent consuming content
  38. 38. V,#$+-g".B$ _&//&-".*$&;$2$@.2(0$&($+-g".$2."$ 4&."$/5"/#$)&$425"$7(/("]7h("$ <:.1,2*"*$$),2($;2(*$-,&$i85"j$&($ _21"@&&5?$&.$("-*/"g".$*:@*1.@".*$[[$
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  41. 41. Google Conversion Tracking Track ROI and make smarter online advertising decisions. How does it work? •!Conversion Tracking is a free tool that tracks conversions from your AdWords ads. Benefits for Marketers •!Correlate ad clicks to custom conversion metrics •!Easily set up tracking for sales, sign-ups, leads, page-view, demo plays, and more •!Measure conversion value of campaigns, ad groups, and/or keywords and optimize bids accordingly Google Confidential and Proprietary
  42. 42. 8;"$2l".$),"$1/15$ & @*)]+& )^;0083.& & @*)]+& M.)/H0& & P3)/& ).)/H0& & & @*).)+83.& ).)/H0&
  43. 43. A(2/#=1*$*$),"$42($02*,@&2.0$ Search MarketingBanner Advertising Email Marketing Know which strategies are performing well, which are not referrals Membership programs Offline Marketing
  44. 44. A)$),"$"(0?$)f*$2//$2@&:)$),"$;:(("/$ More 1 visitorsCategorypage Eliminate bottlenecks in the 2 conversion processProduct and checkoutpage 3 Find where they areCart page abandoning the path of conversion and 4 where they goPurchasepage My customers
  45. 45. T&$,&-$-"$12($/"3".26"$&(/("$ <:.1,2*"$1#1/"$($82)24$ ExitEntering IZ$ Achieved
  46. 46. Copa America might be a tough tournament for your brand. You need all the team, giving 110% But is always easier if you can partner with a Messi along the way
  47. 47. One tool, one team, a complete strategy Answering direct questions coming Display, Video, or text generating from users desire and interest in Orlando in the Google display network Google Confidential and Proprietary
  48. 48. Google Confidential and Proprietary
  49. 49. Google Confidential and Proprietary 55
  50. 50. Google Confidential and Proprietary 56
  51. 51. Q&A Ezequiel Singeresinger@google.com Twitter: @ezesinger Google Confidential and Proprietary 57

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