How Industry Partners With State, Regional & City Travel & Tourism Offices Can Leverage Google's Tools For Business Success. Convention & Visitors Bureau. Conventions & Visitors Association. Google Adwords. Google Analytics. Google+. Mobile.

1. G oo g le ’s Fu e l Fo r You r
M ark et in g M ac hi ne
A Wor ks ho p F or In d ust ry Pa rtn e rs
Apr i l 2013
Sunday, April 14, 13

2. HAPPY, HEALTHY BUSINESSES
ARE ORGAN IZED , UN IQUE, PROF ITABLE
IN DIGITAL MARKETING THERE’S A LOT YOU CAN DO
BUT LET’S FOCUS ON
WHAT MATTERS MOST
Sunday, April 14, 13

3. AD WORD S
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4. A ca p tive a ud ie nc e - 8 6 %
of web u s e rs .
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5. 6 STEPS
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6. STEP 1.) ESTABLISH
YOUR BUDGET
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7. STEP 2.) RESEARCH YOUR
KEYWORDS
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8. STEP 3.) WRITE YOUR ADS
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9. STEP 4.) SET-UP LANDING
PAGES
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10. STEP 5.) ORGANIZE YOUR
CAMPAIGNS
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11. STEP 6.) MEASURE &
OPTIMIZE
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12. 30,000’
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13. Sunday, April 14, 13

14. Sunday, April 14, 13

15. Sunday, April 14, 13

16. Sunday, April 14, 13

17. STEP 6.) MEASURE &
OPTIMIZE
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18. ANALY TI CS
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19. WHAT METRICS MATTER
MOST?
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20. visitors
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21. visitors
bounce rate
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22. visitors
bounce rate
tos
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23. visitors
bounce rate
tos
sources
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24. Sunday, April 14, 13

25. visitors
bounce rate
tos
sources
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26. visitors
bounce rate
tos
sources
(devices)
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27. devices
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28. visitors
bounce rate
tos
sources
(devices)
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29. visitors
bounce rate
tos
sources
(devices)
goals & conversions
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30. Sunday, April 14, 13

31. Sunday, April 14, 13

32. visitors
bounce rate
tos
sources
(devices)
goals & conversions
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33. 30,000’
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34. Sunday, April 14, 13

35. Sunday, April 14, 13

36. Sunday, April 14, 13

37. Sunday, April 14, 13

38. STEP 6.) MEASURE &
OPTIMIZE
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39. G+ / L OC AL
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40. Sunday, April 14, 13

41. Sunday, April 14, 13

42. G+ = pages, circles,
hangouts, events,
communities,
local
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43. There’s a lot you can do in a
Hangout...
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44. Circles make it easy to
share with the right
people...
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45. Sunday, April 14, 13

46. Sunday, April 14, 13

47. Sunday, April 14, 13

48. GOMO
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49. Sunday, April 14, 13

50. POWE R-U SE R- TIP S
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51. bid types
automated vs. manual
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52. delivery method
standard vs. accelerated
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53. quality score
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54. bid simulator
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55. negative keywords
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56. d.k.i.
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57. fyi
ad extensions
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58. Sunday, April 14, 13

59. slice & dice with
segments
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60. keep some data out with
filters
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61. annotations
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62. alerts
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63. webmaster tools
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64. tagging
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65. AUD IT S
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68. Sunday, April 14, 13

69. DI G ITAL MAR K ET IN G BLI SS
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70. 1
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71. put th e cu sto me r f irs t
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72. 2
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73. be r eady for yo u r b r a n d ’ s
zer o momen t o f truth
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74. 3
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75. t hi nk in ter ms of m a rke ting s
v ir t u ous c y cle instead of the s ta nd a r d f unne l
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76. 4
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77. c o nnect on an em o tio na l le ve l
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78. 5
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79. ha ve a p la n
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80. Q&A
G oo g le ’s Fu e l Fo r You r
M ark et in g M ac hi ne
A Wor ks ho p F or In d ust ry Pa rtn e rs
Apr i l 2013
Sunday, April 14, 13