TravelZoom-iPROM-Matjaz_Butara

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1) Search engines are the top source of travel information for personal travelers, with most conducting extensive online research across multiple sessions before booking. 2) Effective search engine marketing in tourism has several strategic roles including driving existing inquiries, generating new customers, protecting from competition, and building a brand. 3) A search engine marketing value chain includes understanding user intent, choosing relevant keywords, creating ads, optimizing landing pages, and tracking conversions to improve campaigns over time. Continuous measurement and optimization of search engine marketing activities is important for success.

Technology Business

Effective search
engine marketing
strategy in tourism
Bled 23/3/2012

1999

Web communication strategy specialists

Technical development and solutions driven
iPROM Ad Server™ & iPROM Video AdServer™

Direct clients and agencies
SLO and abroad

62% of personal travelers use search engines
as the 1# source for travel information

Search is #1 planning tool for leisure travelers

22 site visits across 9.5 sessions before
booking

source:

Lenght of purchase cycle in tourism?

source:

Strategic roles of search engine marketing

1 Existing enquiry driven by
other promotional activities 2 Existing generic enquiry

Strategic roles of search engine marketing

3 Creating new customers
4 Protection from the
competition

Travel purchase cycle…
and your search engine marketing activities

Sharing Dreaming

Experiencing Researching

Booking

source: Google

Search engine marketing value chain…
Foundation for successful search engine
campaigns

Users intent Keyword AD Landing

Conversion

Search engine marketing value chain…

Users intent Keyword AD

I need a room
Hotel Bled
in Bled

Search engine marketing value chain…
Its easy! Wait…

Users intent Keyword AD

I need a room
Hotel Bled
in Bled

Sorry, but I’m looking for a hotel in Bled
not Ljubljana

Don’t really need furniture, just want to
book a room in Bled

Really??!! I need to search again?

Keyword strategy

Hiking Bled

Hotel Lovec Bled

Hotel Bled

List of hotels Bled

Sava Hotels and resorts Bled

Grand hotel Toplice

Keyword strategy

Hiking Bled

Hotel Lovec Bled Groups that
advertisers often
Hotel Bled forget

List of hotels Bled

Sava Hotels and resorts Bled
Most common
Grand hotel Toplice use

…and why one can not focus only on “direct
sales” keywords…

…more SEM

Measure your results!
SEM campaign is live…optimize it constantly
Its not how much you pay per click…its how
much you are willing to pay per action
iPROM existing SEM accont review is FREE for
TRAVEL ZOOM participants
…new to this? Feel FREE to contact 

Matjaž Butara
Head of Search Engine Marketing
matjaz.butara@iprom.si

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TravelZoom-iPROM-Matjaz_Butara

1. Effective search engine marketing strategy in tourism Bled 23/3/2012

2. 1999 Web communication strategy specialists Technical development and solutions driven iPROM Ad Server™ & iPROM Video AdServer™ Direct clients and agencies SLO and abroad

3. 62% of personal travelers use search engines as the 1# source for travel information Search is #1 planning tool for leisure travelers 22 site visits across 9.5 sessions before booking source:

4. Lenght of purchase cycle in tourism? source:

5. Strategic roles of search engine marketing 1 Existing enquiry driven by other promotional activities 2 Existing generic enquiry

6. Strategic roles of search engine marketing 3 Creating new customers 4 Protection from the competition

7. Strategic roles of search engine marketing 5 Brand building

8. Travel purchase cycle… and your search engine marketing activities Sharing Dreaming Experiencing Researching Booking source: Google

9. Search engine marketing value chain… Foundation for successful search engine campaigns Users intent Keyword AD Landing Conversion

10. Search engine marketing value chain… Users intent Keyword AD I need a room Hotel Bled in Bled

11. Landing

12.

13. Search engine marketing value chain… Its easy! Wait… Users intent Keyword AD I need a room Hotel Bled in Bled

14. Sorry, but I’m looking for a hotel in Bled not Ljubljana Don’t really need furniture, just want to book a room in Bled Really??!! I need to search again?

15. Keyword strategy Hiking Bled Hotel Lovec Bled Hotel Bled List of hotels Bled Sava Hotels and resorts Bled Grand hotel Toplice

16. Keyword strategy Hiking Bled Hotel Lovec Bled Groups that advertisers often Hotel Bled forget List of hotels Bled Sava Hotels and resorts Bled Most common Grand hotel Toplice use

17. Direct sales vs Search volume Direct sales Search volume Relevant Competition Relevant Relevant Brand Keywords Product/ Generic Keywords Category Intention service Keywords Keywords Keywords Keywords

18. …and why one can not focus only on “direct sales” keywords…

19. …more SEM Measure your results! SEM campaign is live…optimize it constantly Its not how much you pay per click…its how much you are willing to pay per action iPROM existing SEM accont review is FREE for TRAVEL ZOOM participants …new to this? Feel FREE to contact 

20. Matjaž Butara Head of Search Engine Marketing matjaz.butara@iprom.si

Editor's Notes

Dreaming: are youpresent at relevantinspirationpointsResearching: do youunderstandcustumerspath to purchaseBooking: canyourcustumerseasilyfindandbookyourservicesManypeoplesearchforrestaurants, placesduringtheirtravel, experienceIs yourcompany a part oftheconversation?Forthatweneedeffectivesearchengine marketing strategy
Everythingstartswihtusersintent…userwilltransformhisintent to keyword term. More thevaluechainwilfollowsusersintent (keyword) more successfullourcampaignwillbeFurthermore, our ad need to fulfillusersneed… weneed to showthemthatwehavetherightoffer…Andwhenusersclick on our ad, theyneed to beredirected to thewebpagewiththecontenttheywerelookingforDiduserbookourrooms? Why not?
Typicaltravelclickstream!

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