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Fuente: YouTube and TV,&OTX study, 08](https://image.slidesharecdn.com/tbf2011-google-110609115605-phpapp02/85/TBF-2011-Ezequiel-Singer-Google-Workshop-40-320.jpg)
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Uploaded byKarla Witte
TBF 2011- Ezequiel Singer: "Google Workshop"
Over the next hour, travel searches in Latin America will increase. The online travel market in Latin America is growing but lacks large players pushing into the region. To succeed, companies need to understand the habits of local consumers, who have different travel research and purchase patterns than in the US and Europe. Video generates desire to travel among Latin American consumers.
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TBF 2011- Ezequiel Singer: "Google Workshop"
- 1. Over the nexthour!. + 415 K Travel related searches will happen in Latam Are you up to the opportunity ? Do you feel social, please use #GoogleLatam + #TBF2011 Source Internal Data Google Confidential and Proprietary
- 3. Copa America iscoming! Are you ready for LATAM???
- 4. Over the nexthour, we´ll be training, shooting free kicks, taking penalties shots, juking, jiving and whatever it takes to win a market of $65B
- 5. !"#$%&'()*$ •! Travel isa 5 step business: Dream, Search, Reserve, experiment and Share •! Online travel in Latam, is getting bigger, but there´s a lack of big players pushing hard in the region •! People in Latam have different travel research and purchase pattern than in the US & Europe. To succeed, you need to understand the habits of the local consumer.
- 7. +,"$-&./0$'*$1&(("1)"0$ 1.6 billion Worldwide 230 in the US million 132 million in LATAM Source: Internet World Stats 7
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- 16. ?3;@;1(A&B.3*43;'&C37(*)6(&D&B.6)6(E&F'(*'& of viewers have taken #1 Entertainment Site On 52% action after watching video online The Web Of YouTube viewers #2 Search Engine Behind Google 35% have purchased something they saw advertised on YouTube #3 Most Visited Website 16 Source: comScore VideoMetrix; Internal Logs Google Confidential and Proprietary
- 19. G0'.(H&0'&!"&'()*+,&E('8.H&/33'0.6&73/;4(& Indexed 2007 2008 2009 2010 Hawaii Jamaica Orlando Las vegas Aruba Paris Miami Cuba Disney New York Madrid Londres Barcelona Google Confidential and Proprietary
- 20. What do peoplesearch for in Travel ? 16% Air Travel Queries 1% 22% Attractions & Activities Queries Hotels & Accommodations 3% Queries Vacation Destinations Queries Other 58% G$HIJK$).23"/$*"2.1,"*$'($82)24$<".$4&(),$ Google Confidential and Proprietary 20
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- 29. 82)24$'*$@"1&4'(6$K&@'/"$ +2.8 MM SmartPhones in México Google Confidential and Proprietary
- 30. Search Targeting Capture peoplewho are looking for your products and services Not For Tourists Need A Local City Guide? View Our SF Map Guides. Sign Up Today! www.NotForTourists.com Google Confidential and Proprietary
- 31. Display Network Targeting Spreadawareness about your brand and services Google Confidential and Proprietary
- 32. Google Display Network: Highrelevance and various targeting capabilities By Where Users Are By Where Users Have Been (current actions) (previous actions) Interest-Category Contextual Targeting Matching Deliver your ad at the ‘moment of Serve ads to consumers based on the types relevance’ based on the content your of websites they visit across the GDN audience is reading on sites you may Not For not have known existed Tourists Message Placement Targeting Re-Marketing* Serve ads to consumers on a specific site(s) in the Google Content Network Serve ads to consumers who previously took a specific action on or visited Not For Tourists’ website Google Confidential and Proprietary *remarketing currently not available for all markets
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- 41. V,#$X&:+:@"B$ .<(*)+87(& Users are 1.5x more engaged with YoTube than TV 50% videos Análisis Biométrico have comments, questions, answers and shares Hombres Youtube54% users Mujeres are more active and pay more attention. More interactions means more engagement 46% source: YouTube and TV, OTX study, 10
- 42. X&:+:@"$6"(".2)"*$0"*'."$ http://www.youtube.com/DisneyMemories
- 43. e&-?$')f*$=4"$)&$/'*)"($)&$),"$ 1&(*:4". $ Sharing your tweets, you can reach •! +80% ofusers on the Internet. •! Tens of thousands of websites •! 95% of a users time is spent consuming content
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- 47. Google Conversion Tracking Track ROI and make smarter online advertising decisions. How does it work? •!Conversion Tracking is a free tool that tracks conversions from your AdWords ads. Benefits for Marketers •!Correlate ad clicks to custom conversion metrics •!Easily set up tracking for sales, sign-ups, leads, page-view, demo plays, and more •!Measure conversion value of campaigns, ad groups, and/or keywords and optimize bids accordingly Google Confidential and Proprietary
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- 49. A(2/#=1*$'*$),"$42'($02*,@&2.0$ Search Marketing Banner Advertising Email Marketing Know which strategies are performing well, which are not referrals Membership programs Offline Marketing
- 50. A)$),"$"(0?$')f*$2//$2@&:)$),"$;:(("/$ More 1 visitors Category page Eliminate bottlenecks in the 2 conversion process Product and checkout page 3 Find where they are Cart page abandoning the path of conversion and 4 where they go Purchase page My customers
- 51. T&$,&-$-"$12($/"3".26"$&(/'("$ <:.1,2*"$1#1/"$'($82)24$ Exit Entering IZ$ Achieved
- 52. Copa America mightbe a tough tournament for your brand. You need all the team, giving 110% But is always easier if you can partner with a Messi along the way
- 53. One tool, oneteam, a complete strategy Answering direct questions coming Display, Video, or text generating from users desire and interest in Orlando in the Google display network Google Confidential and Proprietary
- 54. Google Confidential andProprietary
- 55. Google Confidential andProprietary 55
- 56. Google Confidential andProprietary 56
- 57. Q&A Ezequiel Singer esinger@google.com Twitter: @ezesinger Google Confidential and Proprietary 57