This document describes a Google Adwords campaign to promote the website Marca Turismo, which focuses on tourism marketing in Portuguese. The campaign had four ads linking to different landing pages on the site. The goals were to create brand awareness, expand the target niche, generate contacts and leads, and promote website content. Over two weeks the campaign received 104 clicks with a 0.12% click-through rate and total cost of €66.18. The most successful ad was linked to the homepage and focused on keywords related to tourism marketing.

1. SEM CAMPAIGN 
Using Google Adwords to promote a website of tourism marketing.
Ana Mendes, Dario Furente, Luciano Almeida, Rodolfo Cardoso

2. 
MARCA TURISMO
What is it?

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. 
MARCA TURISMO
www.MarcaTurismo.com

5. WHY TO CREAT A GOOGLE CAMPAIGN?
Objectives:
 Create Brand awareness
 Enlarge the niche target
 Generate contacts/leads
 Promote the website content

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” Marketing
Campaign’s structure “ Marketing
Hotelero” Digital em
Click on the pics to get directly
Turismo”
to the related web page.

7. CAMPAIGN’S STRUCTURE
Copy of the 4 campaigns
Click on the AD to go to the related landing page.

8. Google Insights for search and other tools
Looking for the correct keywords.

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. 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. 
RESULTS
Overview

12. RESULTS
 Total clicks: 104
 Impr.: 83.907
 CTR: 0,12%
 Avg. CPC: € 0,64
 Tot. Cost: € 66,18

13. SINGLE CAMPAIGN RESULTS
A 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. Marketing para Turismo
Linked to the spacific landing page
 Total clicks: 20
 Impr.: 12.080
C
 CTR: 0,10 %
 Avg. CPC: € 0,74
 Tot. Cost: € 14,78

15. Mkt Digital no Turismo
Linked to the spacific landing page
 Total clicks: 8
 Impr.: 12.771
D  CTR: 0,06 %
 Avg. CPC: € 0,59
 Tot. Cost: € 4,69

16. RESULTS ANALYSIS
Campaign 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