Discover opportunities to use search marketing, display advertising and social marketing in the tourism and hospitality industry.

1. PPC AND TOURISM
MARKETING:
DON’T LEAVE HOME
WITHOUT IT!
By John Barron

2. Why do you need
advice?

6. This Is The Exception
Some Statistics

7. This Is The Exception
Some Statistics
1. Tourism Is Still An Enormous Challenge

8. This Is The Exception
Some Statistics
1. Tourism Is Still An Enormous Challenge
• 2009 Euro vacation spending was down
6.6% (ETC)

9. This Is The Exception
Some Statistics
1. Tourism Is Still An Enormous Challenge
• 2009 Euro vacation spending was down
6.6% (ETC)
• Visits abroad by UK residents down 4%
over the last 12 months (Office for
National Statistics)

10. This Is The Exception
Some Statistics
1. Tourism Is Still An Enormous Challenge
• 2009 Euro vacation spending was down
6.6% (ETC)
• Visits abroad by UK residents down 4%
over the last 12 months (Office for
National Statistics)
• Although estimates are increasing for
2011 US travel trends...

11. This Is The Exception
Some Statistics
1. Tourism Is Still An Enormous Challenge
• 2009 Euro vacation spending was down
6.6% (ETC)
• Visits abroad by UK residents down 4%
over the last 12 months (Office for
National Statistics)
• Although estimates are increasing for
2011 US travel trends...
2. US Is The “No-Vacation Nation” (Ctr for
Economic and Policy Research)

13. Is Féidir Linn
Yes We Can

14. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain

15. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective

16. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities

17. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities
• Local search, travel sites, apps

18. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities
• Local search, travel sites, apps
• More options for display/content ads

19. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities
• Local search, travel sites, apps
• More options for display/content ads
2. Understand Online Behavior

20. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities
• Local search, travel sites, apps
• More options for display/content ads
2. Understand Online Behavior
• In social, we’re sharing, “communitzing”

21. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities
• Local search, travel sites, apps
• More options for display/content ads
2. Understand Online Behavior
• In social, we’re sharing, “communitzing”
• In reading content, we’re learning

22. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities
• Local search, travel sites, apps
• More options for display/content ads
2. Understand Online Behavior
• In social, we’re sharing, “communitzing”
• In reading content, we’re learning
• In search, we seek an answer

24. Traditional Search Mktg.
Know The Terms

25. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words

26. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)

27. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)
• Ads should be conscious of value

28. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)
• Ads should be conscious of value
• Competition, competition, competition

29. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)
• Ads should be conscious of value
• Competition, competition, competition
• Adgroups of 50 to 70 keywords

30. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)
• Ads should be conscious of value
• Competition, competition, competition
• Adgroups of 50 to 70 keywords
2. Ads And Content Should Match

31. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)
• Ads should be conscious of value
• Competition, competition, competition
• Adgroups of 50 to 70 keywords
2. Ads And Content Should Match
• Hardly ever target your homepage

32. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)
• Ads should be conscious of value
• Competition, competition, competition
• Adgroups of 50 to 70 keywords
2. Ads And Content Should Match
• Hardly ever target your homepage
• Must modify content (specials)

35. Ad Campaigns On Facebook
PPC Is Everywhere

36. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads

37. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• FB ads target loyalty and brand awareness

38. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• FB ads target loyalty and brand awareness
• Facebook ads are short lived, but powerful

39. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• FB ads target loyalty and brand awareness
• Facebook ads are short lived, but powerful
• Click-Thru Rate (CTR) very important
for both

40. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• FB ads target loyalty and brand awareness
• Facebook ads are short lived, but powerful
• Click-Thru Rate (CTR) very important
for both
• Be careful mixing networks

45. Ad Campaigns On Facebook
PPC Is Everywhere

46. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy

47. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR

48. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
• Video instead of image

49. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
• Video instead of image
• Destination should FB experience

50. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
• Video instead of image
• Destination should FB experience
• Use contests, questions (polls), charity not
necessarily sales

51. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
• Video instead of image
• Destination should FB experience
• Use contests, questions (polls), charity not
necessarily sales
• Try Sponsored Story

53. Ad Campaigns On Facebook
PPC Is Everywhere

54. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation

55. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans/friends of fans and
non-fans (think of email)

56. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans/friends of fans and
non-fans (think of email)
• Non-fans should primarily be about
converting to fans

57. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans/friends of fans and
non-fans (think of email)
• Non-fans should primarily be about
converting to fans
• Fans can be about sales

58. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans/friends of fans and
non-fans (think of email)
• Non-fans should primarily be about
converting to fans
• Fans can be about sales
• Age, Geography, Education, Gender

59. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans/friends of fans and
non-fans (think of email)
• Non-fans should primarily be about
converting to fans
• Fans can be about sales
• Age, Geography, Education, Gender
• Likes (Irish sports, Riverdance, family
ancestry, St. Patrick’s Day, Guinness, etc.)

69. Niche Searches
Very Important For Travel

70. Niche Searches
Very Important For Travel
1. Where Are Your Tourists Coming From?

71. Niche Searches
Very Important For Travel
1. Where Are Your Tourists Coming From?
• Kayak, Expedia (Beware of these)

72. Niche Searches
Very Important For Travel
1. Where Are Your Tourists Coming From?
• Kayak, Expedia (Beware of these)
• Yahoo Travel and Bing Travel

73. Niche Searches
Very Important For Travel
1. Where Are Your Tourists Coming From?
• Kayak, Expedia (Beware of these)
• Yahoo Travel and Bing Travel
• Maps (Google Places, Mapquest, Bing)

74. Niche Searches
Very Important For Travel
1. Where Are Your Tourists Coming From?
• Kayak, Expedia (Beware of these)
• Yahoo Travel and Bing Travel
• Maps (Google Places, Mapquest, Bing)
• Apps like Urban Spoon, iGuide

80. Display Ads/Content Ads
More Tools, More Reach

81. Display Ads/Content Ads
More Tools, More Reach
1. Text, Display, Mobile and Video

82. Display Ads/Content Ads
More Tools, More Reach
1. Text, Display, Mobile and Video
• Google,Yahoo, Bing, AOL

83. Display Ads/Content Ads
More Tools, More Reach
1. Text, Display, Mobile and Video
• Google,Yahoo, Bing, AOL
• Many allow you to select publications

84. Display Ads/Content Ads
More Tools, More Reach
1. Text, Display, Mobile and Video
• Google,Yahoo, Bing, AOL
• Many allow you to select publications
• Should be a separate campaign

85. Display Ads/Content Ads
More Tools, More Reach
1. Text, Display, Mobile and Video
• Google,Yahoo, Bing, AOL
• Many allow you to select publications
• Should be a separate campaign
• Demographic, location targeting

86. Display Ads/Content Ads
More Tools, More Reach
1. Text, Display, Mobile and Video
• Google,Yahoo, Bing, AOL
• Many allow you to select publications
• Should be a separate campaign
• Demographic, location targeting
• Think of broad subjects

94. Other Pointers
Key Requirements

95. Other Pointers
Key Requirements
1. Tracking Is Essential, Track Phone Calls
(admin.telwise.co.uk, freshegg.com/call-track-
id.htm)

96. Other Pointers
Key Requirements
1. Tracking Is Essential, Track Phone Calls
(admin.telwise.co.uk, freshegg.com/call-track-
id.htm)
2. Test Multiple Ads

97. Other Pointers
Key Requirements
1. Tracking Is Essential, Track Phone Calls
(admin.telwise.co.uk, freshegg.com/call-track-
id.htm)
2. Test Multiple Ads
3. Bidding Is Like Ebay

98. Other Pointers
Key Requirements
1. Tracking Is Essential, Track Phone Calls
(admin.telwise.co.uk, freshegg.com/call-track-
id.htm)
2. Test Multiple Ads
3. Bidding Is Like Ebay
4. Use Ad Preview Tool For Google Adwords
Ads (search for “Ad Preview Tool”)

99. Other Pointers
Key Requirements
1. Tracking Is Essential, Track Phone Calls
(admin.telwise.co.uk, freshegg.com/call-track-
id.htm)
2. Test Multiple Ads
3. Bidding Is Like Ebay
4. Use Ad Preview Tool For Google Adwords
Ads (search for “Ad Preview Tool”)
5. Look For Your Ads In Test Searches

101. Summary
What To Remember

102. Summary
What To Remember
1. Most Major Purchases Start With Traditional
Search (Compliment SEO Efforts)

103. Summary
What To Remember
1. Most Major Purchases Start With Traditional
Search (Compliment SEO Efforts)
2. Social Activity Is A Rapidly Growing
Opportunity

104. Summary
What To Remember
1. Most Major Purchases Start With Traditional
Search (Compliment SEO Efforts)
2. Social Activity Is A Rapidly Growing
Opportunity
3. Research Niche Search Engines

105. Summary
What To Remember
1. Most Major Purchases Start With Traditional
Search (Compliment SEO Efforts)
2. Social Activity Is A Rapidly Growing
Opportunity
3. Research Niche Search Engines
4. Content Is Also Opportunity

106. CAN YOU HELP?
VOTE4TAPF.ORG

107. JOHN BARRON
johnbarron.net (blog)
facebook.com/jfbppc
slideshare.net/JohnBarron1