This document provides an overview of a digital marketing workshop covering topics like Google Hotel Finder integration, pay-per-click campaigns on Google Search, video marketing on YouTube, and search engine optimization for hotels. The workshop discusses setting up campaigns and optimizing listings on platforms like Google Hotel Finder and YouTube to drive more visitors and bookings to hotels. It also covers the technical requirements for integrating with Hotel Finder like calculating rates for different lengths of stay on many future dates.
Facebook Advertising Made Easy - a guide for maximising paid optionsZuni
This advertising guide shows you the paid options that Facebook offers and tips & tricks to make your advertising as effective as possible.
Learn what works with the new algorithm and what doesn't, how much it all costs and how to measure if your campaigns are successful.
The document provides specifications for different types of Facebook ads, including dimensions, character limits, and formatting for images, videos, text, links, offers, events, and page likes. It notes that starting in June 2014, advertisers will be able to run larger ads in the right column and that the small right column ad format will be discontinued in August.
The document provides recommendations for optimizing digital marketing activities for a fitness business. It suggests improving search engine optimization by conducting a technical link audit and optimizing map listings. It also recommends expanding paid search, display, and social media campaigns to target relevant keywords, sites, and audiences. Specific tactics include running search ads, Gmail ads, YouTube ads, and Facebook ads with updated content and calls to action. The goal is to increase online visibility and drive more leads and sales.
WEB MARKETING: Creating A Buzz for Your BizSisarina
This document provides tips for businesses to get more buzz and promote their brand. It recommends getting branded with a custom logo and marketing materials that match the brand. It also suggests letting the website sell the business by being easy to find, clear about services, and up-to-date with blog posts and case studies. Additionally, it advises using a newsletter to engage customers and drive them back to the website. Regular blogging is also presented as a way to generate fresh content and have topics to discuss on social media and with others.
The document provides tips for web marketing with less effort. It recommends getting branded with a custom logo and marketing materials that match your business. It also suggests letting your website sell for you through optimized content, clear calls to action, and social media links. Additionally, it advises using your newsletter to engage customers and provide valuable content. Regular blogging is also presented as an easy way to generate fresh content and improve search engine optimization. The overall message is that branding, an effective website, newsletter, and blog posts can help drive sales with less work.
Kenel José Yancy Ortega nació en 1984 en Valledupar. Desde niño mostró ser inteligente, hiperactivo e inquieto. Estudió primaria y secundaria en colegios de Valledupar. Le gusta el fútbol y la música vallenata, en la que se ha destacado como ejecutante de tambora y guacharaca. Actualmente es dueño y líder del grupo KVRASS.
Facebook Advertising Made Easy - a guide for maximising paid optionsZuni
This advertising guide shows you the paid options that Facebook offers and tips & tricks to make your advertising as effective as possible.
Learn what works with the new algorithm and what doesn't, how much it all costs and how to measure if your campaigns are successful.
The document provides specifications for different types of Facebook ads, including dimensions, character limits, and formatting for images, videos, text, links, offers, events, and page likes. It notes that starting in June 2014, advertisers will be able to run larger ads in the right column and that the small right column ad format will be discontinued in August.
The document provides recommendations for optimizing digital marketing activities for a fitness business. It suggests improving search engine optimization by conducting a technical link audit and optimizing map listings. It also recommends expanding paid search, display, and social media campaigns to target relevant keywords, sites, and audiences. Specific tactics include running search ads, Gmail ads, YouTube ads, and Facebook ads with updated content and calls to action. The goal is to increase online visibility and drive more leads and sales.
WEB MARKETING: Creating A Buzz for Your BizSisarina
This document provides tips for businesses to get more buzz and promote their brand. It recommends getting branded with a custom logo and marketing materials that match the brand. It also suggests letting the website sell the business by being easy to find, clear about services, and up-to-date with blog posts and case studies. Additionally, it advises using a newsletter to engage customers and drive them back to the website. Regular blogging is also presented as a way to generate fresh content and have topics to discuss on social media and with others.
The document provides tips for web marketing with less effort. It recommends getting branded with a custom logo and marketing materials that match your business. It also suggests letting your website sell for you through optimized content, clear calls to action, and social media links. Additionally, it advises using your newsletter to engage customers and provide valuable content. Regular blogging is also presented as an easy way to generate fresh content and improve search engine optimization. The overall message is that branding, an effective website, newsletter, and blog posts can help drive sales with less work.
Kenel José Yancy Ortega nació en 1984 en Valledupar. Desde niño mostró ser inteligente, hiperactivo e inquieto. Estudió primaria y secundaria en colegios de Valledupar. Le gusta el fútbol y la música vallenata, en la que se ha destacado como ejecutante de tambora y guacharaca. Actualmente es dueño y líder del grupo KVRASS.
Search marketing and email marketing are effective online strategies for driving traffic. Search marketing involves search engine optimization (SEO) and pay-per-click (PPC) advertising. Email marketing allows targeting audiences based on demographics and collecting email addresses through online signups and offline promotions. Both require ongoing optimization of content, keywords, and offers to engage customers and promote products or services.
One Google Playbook for Web Publishers and App DevelopersPaula Wang
If you are an App developer or Web publisher and you are looking to run a profitable business with the help of Google technology, then this playbook is for you.
Direct Marketing on a Shoestring Budget 2: Content MarketingAct-On Software
The document summarizes a webinar on content marketing for direct marketing on a shoestring budget. It provides tips for creating different types of content like white papers, case studies, videos, and infographics. It also discusses ways to promote and distribute content through social media, blogs, websites, and other channels. The webinar emphasizes repurposing content across multiple formats to extend reach and using a multi-touch inbound marketing strategy to generate leads.
Website Personalization: The Next Level of Online Target MarketingMarketo
This webinar discussed website personalization and real-time targeting. It began with an overview of the evolution of the web and importance of recognizing returning customers. Examples were provided of optimizing websites for user intent, including matching pages to search queries and considering lead sources. Real-time personalization was demonstrated through targeted campaigns using attributes like firmographics and automatically recommending relevant content. The webinar concluded by emphasizing creating continuous conversations through personalization.
Join Vorian Agency, a Perth Digital Marketing Agency's General Manager Matt Lynch, walk through an introduction to YouTube, Video Marketing and opportunities that exist with repurposing video content across YouTube, Vimeo, Facebook, as well as short form video on Instagram and Vine. Matt is a 20+ year marketing veteran, a Google Partner and Bing Ads Professional, and runs a popular 2hour free business training seminar series on a range of online marketing topics. The seminars offer an opportunity for businesses to find out the latest best-practices, along with helpful tips and advice, and ask their specific questions directly.
Nuevas herramientas de Google | Google Q3Oscar García
Google es el principal buscador del mundo por lo que sus herramientas son las más avanzadas. En esta guía se muestra de forma completa cómo sacarle el máximo rendimiento a Google Adwords, así como todas las plataformas de marketing digital. Todo para lograr un posicionamiento Web mejorado.
Solicita una asesoría con un experto en Google Adwords y sube posiciones haciendo clic en http://experto-adwords.com/. Optimiza tu tienda online aquí http://www.activatuprestashop.com/, aumenta tus ventas optimizando tu cuenta en http://www.activatushopping.com/ o mejora tu SEO local en expertosmybusiness.com.
The document provides an overview and agenda for a digital marketing course. It discusses setting expectations and introduces key concepts like creating a website, search engine optimization, search engine marketing, display ads, landing pages, content marketing, and email marketing. The course aims to provide both theoretical knowledge and hands-on learning through group projects. Key topics covered include choosing a domain name, web hosting, on-page and off-page SEO, pay-per-click advertising, ad formats and metrics, landing page best practices, and using content and email marketing.
Presentation from Google AdWords Workshop conducted by GBG Mumbai on January 11th at Mumbai.
Speakers:
Sreeraman Thiagarajan, Chapter Manager, Google Business Group, Mumbai
Sandiip Porwal, CEO, Virtual Snipers
Vibhas Sen, Head of Search, Virtual Snipers
Visit gbgmumbai.org for more information
ADAPTIVE SEO - Definition and MethodologyAdaptive SEO
AdaptiveSEO is an approach to organic search strategies that is based on a proven methodology and framework intended to ensure a web presence can withstand or adapt to the changing landscape of search and social. AdaptiveSEO is a strategy that combines SEO and social media together. Gone are the days when SEO and social media could operate and be measured in their own silo. It has always been a tedious task working out the ROI of any social media campaign, but with AdaptiveSEO and solid marketing goals make this possible.
The creation, tagging and distribution of multimedia content with the purpose of engaging current and prospective customers via the Internet; the motivation behind content marketing is the belief that educating the customer results brand recognition as a thought leader and industry expert.
Marketers may use content marketing as a means of achieving a variety of business goals. These may include: thought leadership, lead generation, increasing direct sales, introducing specific brand language and improving customer retention.
This document provides details on an individual's experience and qualifications for a Marketing and Digital Media Manager position. It outlines over 5 years of experience in marketing, multimedia, and digital media. Responsibilities included marketing campaigns, website development, brand management, and search engine optimization. Digital skills included experience with analytics, social media, paid search, and online experimentation. The candidate holds degrees in multimedia arts and digital media marketing.
The presentation outlined 5 essential elements for modern digital marketing: 1) a well-crafted website with keyword-rich content and external validation, 2) search engine marketing like Google AdWords, 3) sales collateral like brochures and videos, 4) a prospecting program using look-alike analysis and outreach, and 5) ongoing customer communications. The presenter also discussed additional techniques like media relations and social media. The goal was to provide a comprehensive local solution for measurable marketing strategies.
This document discusses search engine marketing (SEM) strategies, including pay-per-click (PPC) advertising on Google networks. It covers the different ad formats available on Google like text, display, video, and shopping ads. It also discusses factors that affect paid search results like ad rank, domain authority, bids, and quality score. Additionally, it provides guidance on keyword selection, match types, bidding strategies, budgeting, landing page optimization, and A/B testing.
Digital marketing overview document provides an overview of digital marketing topics including:
- Traditional marketing vs digital marketing and the benefits of digital marketing
- What digital marketing consists of including key components like SEO, social media optimization, and email marketing
- Popular digital marketing sectors and job profiles in digital marketing
- Course highlights of a digital marketing training program covering topics like search engine optimization, content marketing, and social media optimization.
This document discusses how StudiosStudios is transforming into digital video by creating original content for passionate audiences and building communities across different topics. It outlines StudiosStudios' editorial, technical, and business strategies for creating high-quality video, securing loyal audiences, and monetizing video content through various channels like YouTube, syndication networks, paid content, and creative solutions. The document also shares lessons learned, such as having a content strategy, engaging audiences, building authentic experiences, and adapting to trends.
Google is the leading source of internet traffic. There are several key ways to get traffic from Google, including paid advertising like pay-per-click ads, and organic search optimization. Success factors for organic search include on-page SEO, relevant and high-quality backlinks, and fresh content. Niche search types like local, image, video, and news search each have their own best practices for optimization.
This document provides an overview of Google AdWords and search engine advertising. It discusses how AdWords has evolved from basic search advertising to search+ with additional extensions. It covers setting up an AdWords campaign, including using different keyword matching types, testing ad extensions, and the Search Funnel Report to better understand user behavior beyond last-click conversions. Proper setup of AdWords including negative keywords, deep links, analytics tracking, and sufficient budget to gather data is also recommended.
[Hub spot] How to use online video for marketingJackie Nguyen
This document provides guidance on using online video for marketing. It discusses publishing video content on platforms like YouTube and optimizing videos for search engine optimization. Some key recommendations include keeping videos short, focusing on the first 10 seconds to engage viewers, using descriptive titles and tags for SEO, and promoting videos on social media, blogs, and through a company's network. It also covers analyzing video performance metrics from YouTube and other analytics tools to improve outreach. The overall goal is to find new audiences, convert viewers into leads and customers.
Ready to Unlock the Power of Blockchain!Toptal Tech
Imagine a world where data flows freely, yet remains secure. A world where trust is built into the fabric of every transaction. This is the promise of blockchain, a revolutionary technology poised to reshape our digital landscape.
Toptal Tech is at the forefront of this innovation, connecting you with the brightest minds in blockchain development. Together, we can unlock the potential of this transformative technology, building a future of transparency, security, and endless possibilities.
Search marketing and email marketing are effective online strategies for driving traffic. Search marketing involves search engine optimization (SEO) and pay-per-click (PPC) advertising. Email marketing allows targeting audiences based on demographics and collecting email addresses through online signups and offline promotions. Both require ongoing optimization of content, keywords, and offers to engage customers and promote products or services.
One Google Playbook for Web Publishers and App DevelopersPaula Wang
If you are an App developer or Web publisher and you are looking to run a profitable business with the help of Google technology, then this playbook is for you.
Direct Marketing on a Shoestring Budget 2: Content MarketingAct-On Software
The document summarizes a webinar on content marketing for direct marketing on a shoestring budget. It provides tips for creating different types of content like white papers, case studies, videos, and infographics. It also discusses ways to promote and distribute content through social media, blogs, websites, and other channels. The webinar emphasizes repurposing content across multiple formats to extend reach and using a multi-touch inbound marketing strategy to generate leads.
Website Personalization: The Next Level of Online Target MarketingMarketo
This webinar discussed website personalization and real-time targeting. It began with an overview of the evolution of the web and importance of recognizing returning customers. Examples were provided of optimizing websites for user intent, including matching pages to search queries and considering lead sources. Real-time personalization was demonstrated through targeted campaigns using attributes like firmographics and automatically recommending relevant content. The webinar concluded by emphasizing creating continuous conversations through personalization.
Join Vorian Agency, a Perth Digital Marketing Agency's General Manager Matt Lynch, walk through an introduction to YouTube, Video Marketing and opportunities that exist with repurposing video content across YouTube, Vimeo, Facebook, as well as short form video on Instagram and Vine. Matt is a 20+ year marketing veteran, a Google Partner and Bing Ads Professional, and runs a popular 2hour free business training seminar series on a range of online marketing topics. The seminars offer an opportunity for businesses to find out the latest best-practices, along with helpful tips and advice, and ask their specific questions directly.
Nuevas herramientas de Google | Google Q3Oscar García
Google es el principal buscador del mundo por lo que sus herramientas son las más avanzadas. En esta guía se muestra de forma completa cómo sacarle el máximo rendimiento a Google Adwords, así como todas las plataformas de marketing digital. Todo para lograr un posicionamiento Web mejorado.
Solicita una asesoría con un experto en Google Adwords y sube posiciones haciendo clic en http://experto-adwords.com/. Optimiza tu tienda online aquí http://www.activatuprestashop.com/, aumenta tus ventas optimizando tu cuenta en http://www.activatushopping.com/ o mejora tu SEO local en expertosmybusiness.com.
The document provides an overview and agenda for a digital marketing course. It discusses setting expectations and introduces key concepts like creating a website, search engine optimization, search engine marketing, display ads, landing pages, content marketing, and email marketing. The course aims to provide both theoretical knowledge and hands-on learning through group projects. Key topics covered include choosing a domain name, web hosting, on-page and off-page SEO, pay-per-click advertising, ad formats and metrics, landing page best practices, and using content and email marketing.
Presentation from Google AdWords Workshop conducted by GBG Mumbai on January 11th at Mumbai.
Speakers:
Sreeraman Thiagarajan, Chapter Manager, Google Business Group, Mumbai
Sandiip Porwal, CEO, Virtual Snipers
Vibhas Sen, Head of Search, Virtual Snipers
Visit gbgmumbai.org for more information
ADAPTIVE SEO - Definition and MethodologyAdaptive SEO
AdaptiveSEO is an approach to organic search strategies that is based on a proven methodology and framework intended to ensure a web presence can withstand or adapt to the changing landscape of search and social. AdaptiveSEO is a strategy that combines SEO and social media together. Gone are the days when SEO and social media could operate and be measured in their own silo. It has always been a tedious task working out the ROI of any social media campaign, but with AdaptiveSEO and solid marketing goals make this possible.
The creation, tagging and distribution of multimedia content with the purpose of engaging current and prospective customers via the Internet; the motivation behind content marketing is the belief that educating the customer results brand recognition as a thought leader and industry expert.
Marketers may use content marketing as a means of achieving a variety of business goals. These may include: thought leadership, lead generation, increasing direct sales, introducing specific brand language and improving customer retention.
This document provides details on an individual's experience and qualifications for a Marketing and Digital Media Manager position. It outlines over 5 years of experience in marketing, multimedia, and digital media. Responsibilities included marketing campaigns, website development, brand management, and search engine optimization. Digital skills included experience with analytics, social media, paid search, and online experimentation. The candidate holds degrees in multimedia arts and digital media marketing.
The presentation outlined 5 essential elements for modern digital marketing: 1) a well-crafted website with keyword-rich content and external validation, 2) search engine marketing like Google AdWords, 3) sales collateral like brochures and videos, 4) a prospecting program using look-alike analysis and outreach, and 5) ongoing customer communications. The presenter also discussed additional techniques like media relations and social media. The goal was to provide a comprehensive local solution for measurable marketing strategies.
This document discusses search engine marketing (SEM) strategies, including pay-per-click (PPC) advertising on Google networks. It covers the different ad formats available on Google like text, display, video, and shopping ads. It also discusses factors that affect paid search results like ad rank, domain authority, bids, and quality score. Additionally, it provides guidance on keyword selection, match types, bidding strategies, budgeting, landing page optimization, and A/B testing.
Digital marketing overview document provides an overview of digital marketing topics including:
- Traditional marketing vs digital marketing and the benefits of digital marketing
- What digital marketing consists of including key components like SEO, social media optimization, and email marketing
- Popular digital marketing sectors and job profiles in digital marketing
- Course highlights of a digital marketing training program covering topics like search engine optimization, content marketing, and social media optimization.
This document discusses how StudiosStudios is transforming into digital video by creating original content for passionate audiences and building communities across different topics. It outlines StudiosStudios' editorial, technical, and business strategies for creating high-quality video, securing loyal audiences, and monetizing video content through various channels like YouTube, syndication networks, paid content, and creative solutions. The document also shares lessons learned, such as having a content strategy, engaging audiences, building authentic experiences, and adapting to trends.
Google is the leading source of internet traffic. There are several key ways to get traffic from Google, including paid advertising like pay-per-click ads, and organic search optimization. Success factors for organic search include on-page SEO, relevant and high-quality backlinks, and fresh content. Niche search types like local, image, video, and news search each have their own best practices for optimization.
This document provides an overview of Google AdWords and search engine advertising. It discusses how AdWords has evolved from basic search advertising to search+ with additional extensions. It covers setting up an AdWords campaign, including using different keyword matching types, testing ad extensions, and the Search Funnel Report to better understand user behavior beyond last-click conversions. Proper setup of AdWords including negative keywords, deep links, analytics tracking, and sufficient budget to gather data is also recommended.
[Hub spot] How to use online video for marketingJackie Nguyen
This document provides guidance on using online video for marketing. It discusses publishing video content on platforms like YouTube and optimizing videos for search engine optimization. Some key recommendations include keeping videos short, focusing on the first 10 seconds to engage viewers, using descriptive titles and tags for SEO, and promoting videos on social media, blogs, and through a company's network. It also covers analyzing video performance metrics from YouTube and other analytics tools to improve outreach. The overall goal is to find new audiences, convert viewers into leads and customers.
Similar to Tb workshop presentation paris june2014 pdf version ciaran isabelle3 (20)
Ready to Unlock the Power of Blockchain!Toptal Tech
Imagine a world where data flows freely, yet remains secure. A world where trust is built into the fabric of every transaction. This is the promise of blockchain, a revolutionary technology poised to reshape our digital landscape.
Toptal Tech is at the forefront of this innovation, connecting you with the brightest minds in blockchain development. Together, we can unlock the potential of this transformative technology, building a future of transparency, security, and endless possibilities.
Discover the benefits of outsourcing SEO to Indiadavidjhones387
"Discover the benefits of outsourcing SEO to India! From cost-effective services and expert professionals to round-the-clock work advantages, learn how your business can achieve digital success with Indian SEO solutions.
Understanding User Behavior with Google Analytics.pdfSEO Article Boost
Unlocking the full potential of Google Analytics is crucial for understanding and optimizing your website’s performance. This guide dives deep into the essential aspects of Google Analytics, from analyzing traffic sources to understanding user demographics and tracking user engagement.
Traffic Sources Analysis:
Discover where your website traffic originates. By examining the Acquisition section, you can identify whether visitors come from organic search, paid campaigns, direct visits, social media, or referral links. This knowledge helps in refining marketing strategies and optimizing resource allocation.
User Demographics Insights:
Gain a comprehensive view of your audience by exploring demographic data in the Audience section. Understand age, gender, and interests to tailor your marketing strategies effectively. Leverage this information to create personalized content and improve user engagement and conversion rates.
Tracking User Engagement:
Learn how to measure user interaction with your site through key metrics like bounce rate, average session duration, and pages per session. Enhance user experience by analyzing engagement metrics and implementing strategies to keep visitors engaged.
Conversion Rate Optimization:
Understand the importance of conversion rates and how to track them using Google Analytics. Set up Goals, analyze conversion funnels, segment your audience, and employ A/B testing to optimize your website for higher conversions. Utilize ecommerce tracking and multi-channel funnels for a detailed view of your sales performance and marketing channel contributions.
Custom Reports and Dashboards:
Create custom reports and dashboards to visualize and interpret data relevant to your business goals. Use advanced filters, segments, and visualization options to gain deeper insights. Incorporate custom dimensions and metrics for tailored data analysis. Integrate external data sources to enrich your analytics and make well-informed decisions.
This guide is designed to help you harness the power of Google Analytics for making data-driven decisions that enhance website performance and achieve your digital marketing objectives. Whether you are looking to improve SEO, refine your social media strategy, or boost conversion rates, understanding and utilizing Google Analytics is essential for your success.
Gen Z and the marketplaces - let's translate their needsLaura Szabó
The product workshop focused on exploring the requirements of Generation Z in relation to marketplace dynamics. We delved into their specific needs, examined the specifics in their shopping preferences, and analyzed their preferred methods for accessing information and making purchases within a marketplace. Through the study of real-life cases , we tried to gain valuable insights into enhancing the marketplace experience for Generation Z.
The workshop was held on the DMA Conference in Vienna June 2024.
3. 1. L’équipe Digital Marketing
2. Campagnes PPC sur le réseau de Recherche de Google
3. Autres options de marketing payant
4. SEO pour les hôtels
5. Google Tools
6. Meta-search marketing
Topics
4. ✓ 15 ans d’expérience
✓ Equipe multilingue
✓ Partenaire Google
✓ Relation privilégiée avec Google - testeurs beta,
réunions régulières
✓ Un bureau - idées partagées entre tous les marchés
1. L’équipe Digital Marketing
15 years experience
Multilingual team
Google Partner
Google close relationship - beta testers, regular meetings
One office - ideas shared between all markets
21. Publicité sur le Réseau Display de Google
• Mot-clé (contextuel)
• Emplacements
• Sujets
• Intérêts
• Genre/Age
Options de ciblage
Targeting options:
Keyword (contextual)
Placements
Topics
Interests
Gender/Age
22. Publicité sur le Réseau Display de Google
• Annonces textuelles
• Annonces illustrées (statique ou animée)
• Annonces vidéo
• Annonces sur téléphones mobiles
Types d’annonces
•Text ads
•Image ads (static or animated)
•Video ads
•Ads on mobile
26. Remarketing sur Google
Conditions requises
• Construire une audience
• Budget dédié
• Créer une offre unique
• Mettre à jour la politique de confidentialité
Build an audience
Dedicated Budget
Create a unique offer
Update privacy policy
31. Pourquoi ?
• Visibilité et image de marque
• Le contenu vidéo est populaire
• Rentable
• Audience ciblée
Visibility and branding - Video content is popular - Cost-effective - Highly
targetable
Youtube is the 2nd most visited website worldwide according to Alexa web rank 90%
all web traffic(data) in 2014 will be video based (Cisco)
Bookings are 67% more likely to happen when a video tour is available (Lodging Interactive)
Video can improve conversion rates by as much as 85%
1 hotel had 1400 views from €90 monthly spend. €0.07 cost per view. 223 clicks to the website (free)
35. Format 1 - InStream (Avant les Vidéos)
• Modèle Cost per View
• Ciblage par le contenu, le lieu, l'âge / sexe /
intérêt
• 300x60 Bannière associée en option
• Placements possible (Spécifiques vidéos/sites)
• Remarketing également possible
Cost per View model - Target by content, location, age/gender/interest -
300x60 Companion Banner optional
Placements possible (specific videos/websites) - Remarketing also possible
Click can take to external web page or Youtube Channel
Can target “Travel Buffs”
Frequency capping available
Scheduling available
37. Format 1 - In-Stream
Exemple de video In Stream
38. • Modèle Cost per View
• Ciblage par le contenu, le lieu, l'âge / intérêt
• Remarketing également possible
Format 2 - InDisplay
Ad clicks take user to either Channel page to watch video or to the video
watch URL on Youtube.
41. Format 3 - Réseau Google Display
• Annonce vidéos sur le Réseau Display
(y compris les vidéos YouTube)
• Modèle Cost per View
• Remarketing également possible
44. YouTube Channel
• Utilisez la photo de profil (logo de l'hôtel)
• Utilisez la bannière personnalisée en haut de la chaîne
• Utilisez l'URL personnalisée pour la chaîne
• Utilisez l'URL personnalisée pour créer des liens vers
les sites internet
• Ajouter le lien de la page YouTube channel sur votre
site & utiliser Youtube dans votre stratégie de vos
réseaux sociaux
• Assurez-vous de la connection à Google Plus
Use Profile Photo (hotel logo) - Use custom banner for top of channel - Use
custom URL for your channel
Use custom URL’s to link to websites - Link to YouTube channel from
website & use as part of social media strategy
Ensure connection with Google Plus exists -
Google Analytics & Youtube linking allows extra reporting info and
additional features.
Google Plus - comments visible on Google Plus & Youtube.
46. Reporting YouTube
• Données dans Google Analytics
• De nombreuses données disponibles à
partir de YouTube Analytics
• Vues & Engagement disponible à partir de
YouTube
Data in Google Analytics
Extensive data available from YouTube Analytics
Views & Engagement available from YouTube report
- Demographics, playback locations, traffic sources, devices, audience
retention
Engagement report - Subscribers, likes/dislikes, favourites, comments,
sharing, annotations.
48. Conditions vidéo requises
• 20-40 secondes !
• Bonne résolution / format
• Bonne qualité pour l'image de marque
• Utilisation du nom de la marque et des logos
20-40 seconds! - Correct resolution/format - Good imagery for branding - Use of brand name and logos
format: AVI, ASF, Quicktime, Windows Media, MP4, or MPEG
• Resolution: 640x360 (16:9) or 480x360 (4:3) recommended
30 frames per second
1080 HD where possible
49. Video Marketing efficace
• Augmentation de l’image de marque
• Génère du Buzz
• Booste les réservations
Increase Awareness
Generate Buzz
Boost Bookings
50. Video Marketing efficace
• Vendre des chambres ?
• Générer des clients potentiels ?
• Faire connaître la marque ?
• Promouvoir un service?
Quel est le but ?
Purpose?
Sell Rooms?
Generate Guest Leads?
Build brand awareness?
Demonstrate a service?
51. Video Marketing efficace
• Pour les couples - créative, ludique
• Pour les entreprises - sérieuse, professionnelle
• Pour la famille - gai, amusante
Quel est le style / format ?
For Couples - creative, playful
For Business - serious, professional
For Family - lighthearted, fun
background music
Voiceover?
56. Prochaines étapes ...
• Optimisez votre YouTube Channel et Google+
• Obtenir du contenu vidéo
• Décider d'un budget (dans AdWords)
• Campagne de mise en place avec des options
de ciblage pertinents
Optimise YouTube Channel & Google+
Get video content
Decide on a budget (within AdWords)
Setup campaign with relevant targeting options
71. • Assurez-vous que vous recevez les notifications
• Vérifiez les informations sur votre établissement
régulièrement
• Gérez les commentaires de vos clients sur Google
• Élargissez votre réseau
• Faites des posts réguliers / ajouts de photos
4. SEO pour les hôtels
Commencez à utiliser
Google Plus
Make sure you receive notifications
Check your business information regularly
Manage your reviews on Google
Extend your network
Make regular posts/uploads
72. S’assurer de la cohérence des informations
4. SEO pour les hôtels
73. S’assurer de la cohérence des informations
http://www.laprimahotelbudapest.com
≠ http://laprimahotel.hu
≠ http://laprimahotelbudapest.com
Cosmo City Hotel (Budapest)
≠ Cosmo Fashion Hotel (Budapest)
≠ Hotel Cosmo (Budapest)
• Nom de l'Hôtel
• Adresse
• Téléphone
• Adresse Internet
4. SEO pour les hôtels
74. Établir des liens naturels vers votre site
4. SEO pour les hôtels
Build natural links to your site
75. Établir des liens naturels vers votre site
Show your real world relationships online!
• Partenaires
• Fournisseurs
• Entreprises locales
• Attractions locales
• Evénements locaux
4. SEO pour les hôtels
Partners
Suppliers
Local businesses
Local attractions
Local events
76. Créer du contenu plus pertinent
4. SEO pour les hôtels
Create more relevant content
77. Créer du contenu plus pertinent
Equipements
ex. : Hôtel avec Spa
Localisation
ex. : près de la Tour Eiffel
Evénements locaux
ex. : salons, expositions
Formules
ex. : Séjour Romantique
Services
ex. : Lit Supplémentaire
4. SEO pour les hôtels
Packages
Facilities
Location
Local events
81. • Titre
• Image
• Texte
• Plan d'accès (le cas échéant)
• Call-to-action
• Formule (le cas échéant)
• Méta tags
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4. SEO pour les hôtels
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Expliquez pourquoi votre hôtel est le choix parfait !
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4. SEO pour les hôtels
91. 1 Metasearch is Needed!
2 Driven by Consumers
who want a one-stop shop
3 Your Opportunity
to extend distribution and brand
metsasearch is a natural evolution when there is too much information
it is driven by consumers who want to get information fast
and it is your opportunity to be there.
92. hotel finder
meta search
Here are the current leaders we are integrating with.
Expedia owns 2/3 of Trivago (mid 2013)
94. Generally pay-per-click model
No click, no charge
Advertising opportunity
Branding opportunity
Conversion opportunity.
Meta Search
The models look like this so far.
95. Needs careful management!
Bids AND Prices AND Availabilities
Robust integration to retain position
Needs real marketing expertise.
Meta Search
Remember it is complex though.
Need to juggle prices and availabilities and your bids and have a good rate strategy planned out for the 6 months ahead.
Google penalises any rates it finds that are not accurate, so your hotel will disappear from direct and leave OTAs only if you do not keep info up to date.
Our integration assures you are up to date.
Changes in the booking engine are automatically sent to GHF.
So we manage all of this for you.
97. We launched with GHF in September.
We had been in a phase 1 beta for the previous year with Google, and we learned a lot from that.
Google of course has to play a delicate game, ensuring that it does not dominate over booking or expedia, since it doesn’t want to lose their huge ad
revenue. But GHF opens up the ad market to individual hotels too, as far as Google is concerned, so presumably what it hopes to gain from individual
hotel spend will limit losses from the OTA spend.
98. integration with Bookassist
hotel finder
Bookassist Booking Engine’s
best rate and availability for double
stays of 1, and 2, and 3...14 nights
arrival today, tomorrow, +2...+180 days
apply restrictions
14 x 180
= 2520
calculate any dynamic discounts
separate out all taxes, charges.
doubles the data..
doubles..
doubles
!
sounds simple, right?!
So it seems simple - we send the best rate... to Google, right?
Not so simple.
We need to calculate the rate for 14 different stays
We need to do that for 180 different arrivals dates, today, tomorrow, next day up to 180 days out each day.
The 3 night rate for arrival today is the sum of today, tomorrow and the next day - assuming all are available - applying restrictions and dynamic discounts.
This doubles and quadruples what we must look at and calculate.
The value to send must also separate out the tax percentage that the hotelier normally adds to the room base rate according to the law in each country. In
Spain it is 10% , 10% for Italy or 15% for Czech republic, 9% Ireland, as an example, and we need to look ahead in case the tax law is changing in the 6
months we are looking ahead to.
This is a very complex requirement daily.
99. Bookassist dedicated servers, 6 hours to
calculate a file for all Bookassist hotels
5+ million stay prices,
100+ million room rates
billions of individual nightly rate checks
permanently running on demand
update any change within 5 minutes!
hotel finder
integration with Bookassist
This is a major piece of data management that Bookassist carries out on behalf of hotels we partner with.
102. GHF has a good interface for looking around, good filters. Again its functional rather than appealing.
Options for price, grade, brand rating, amenities
Clear map use.
Rating is critical, emphasised, and will rely heavily on Google+ ratings so you must build up on Google+ local.
Amenities includes internet as a strong point
Let’s go to Arcotel Rubin, campaigns that we manage
103. First thing that stands out is the green banner. Calculated across Google’s total data and compared to today’s offer.
Your own hotel’s price can stand out well.
You pay more for a red box! But you may not need it. Top two have the visibility.
104. And of course we also pass the relevant link for each offer so that a click brings you directly to that price in the hotel engine.
106. maps/google.com
If you search for hotels in google maps, say hamburg hotels, you get the usual kind of map listing.
107. But also each hotel listed shows a booking button with price, which displayed the Hotel Finder feed data also based on the dates you’ve already set. If
you haven’t set dates, you’ll see a date chooser also. Again this is a strong opportunity to capture a direct booking.
108. the map pop up for each hotel also shows a booking button with price, which displayed the Hotel Finder feed data also based on the dates you’ve already
set.
109.
110. And of course we also pass the relevant link for each offer so that a click brings you directly to that price in the hotel engine.
113. You see here that if dates have not been set, there is a date chooser also.
Highlighting any hotel in universal search shows the Google+ page on the right, and highlight reviews. It is critical this page is up to date and managed.
115. Text
Google+ Local has the hotel finder data also, and this page is the cornerstone of your presence on Google for the future.
116. Your hotel is already on
Google Hotel Finder
Optimise it!
Remember your hotel is already on hotel finder - if you are not using our service, then only OTA pricing is appearing. You are losing opportunity.
Google has many sources to get information from about you so maximise your presence by following very simple steps.
117. Text
Management of Google+
is critical
Update old Google Local and
move to Google+
Manage online reputation
careful, reviews on Google+
Delete duplicate listings.
118. Google Hotel Finder
Maps and Price Ads
Universal Search and Price Ads
Google+ Local
Mobile
Other places?
Once you send your info to Google, then
121. Some showing exceptional ROI of 10
With highly optimised Google+ listings
With good use of dynamic pricing
With good use of web optimisation.
Latest Results
HotelFinder
Google
Here are example figures for one hotel in September.
ROI was about 5, but we expect this to rise significantly. It is not PPC levels, but has a good chance to get there soon.
It only works if Google+ is highly optimised for the hotel and if there is a good pricing strategy in place so that pricing is competitive.
Once the click through occurs, you only have one chance to convert, so the website and hotel quality are critical post-click.
123. tripadvisor asking you specifics of your stay - this is NEW - used to just be
listings and rank
IF you know the hotel name then this is straightforward
124. We compete on headline price, and use “official site” label
125. Brought DIRECTLY via deep linking to this specific offer in the booking
engine of the hotel weskit
127. TripConnect
TripAdvisor
Target your markets
Make sure listings are optimised in key languages
Optimisation
allows almost like revenue management per market
over 35 languages - almost like mini websites in each language available
for you to use
128. allows you to brak parity and have specific rates in specific markets
129. TripConnect
TripAdvisor
Search position for TA is important
Rank within TA is less critical in metasearch
Good service and reputation
Advertising opportunity
Branding opportunity
Conversion opportunity.
For Success
tripadvisor listing for a hotel usually sits just below the hotels’ own listing
in search results on google
this is a major route into tripadvisor and therefore into tripadvisor
metasearch
RANK not as key as used to be, if hotel doesn't have availability (either
direct or OTA) they wont show in listings, date checker on all pages has
prominence so customers will use this prior to searching.
130. Meta search is a new
digital marketing opportunitypotential
Meta search will be a key distribution channel.
But it is only potential in terms of traffic delivery...