Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marca turismo Google Adwords


Published on

A Google Adwords test campaign for a website about marketing related to tourism.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Marca turismo Google Adwords

  1. 1. SEM CAMPAIGN Using Google Adwords to promote a website of tourism marketing.Ana Mendes, Dario Furente, Luciano Almeida, Rodolfo Cardoso
  2. 2. MARCA TURISMOWhat is it?
  3. 3. MARCA TURISMO Marca Turismo is a web site focusing on Marketing related entirely to tourism and leisure. It is the only website treating this specific field thought in Portuguese language.
  4. 4. MARCA
  5. 5. WHY TO CREAT A GOOGLE CAMPAIGN?Objectives: Create Brand awareness Enlarge the niche target Generate contacts/leads Promote the website content
  6. 6. 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.
  7. 7. CAMPAIGN’S STRUCTURECopy of the 4 campaignsClick on the AD to go to the related landing page.
  8. 8. Google Insights for search and other toolsLooking for the correct keywords.
  9. 9. 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)
  10. 10. 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
  11. 11. RESULTSOverview
  12. 12. RESULTS Total clicks: 104 Impr.: 83.907 CTR: 0,12% Avg. CPC: € 0,64 Tot. Cost: € 66,18
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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