Google AdWords – savjeti iz prakse za putničke agencije. The document discusses Google AdWords tips and techniques for travel agencies, covering new user habits and tools, how to use them to promote tourism offerings, and details on search engine optimization, keyword strategies, campaign types, metrics like click-through and conversion rates, and the importance of testing. It provides an overview of current online marketing trends and recommendations for travel agencies to optimize their AdWords campaigns.

1. Google AdWords – savjeti
iz prakse za putničke
agencije
Nove navike, alati i tehnike.
Kako ih iskoristiti u nuđenju ponude u turizmu?
Zagreb, 04.12.2015.

2. Malo o tvrtki iz koje dolazim
Osnovani 2003. godine ☺
Kolega Zorin je jedan od 6 Top Analyics contributora na svijetu

3. Malo o predavaču
Miroslav Varga dipl. ing. stroj
MEUS
miroslav@escapestudio.hr
Ja sam jedini certificirani trener - Google
Adwords djed na svijetu. Skraćeno GAD

4. „If you lose money for the firm, I will be understanding.
If you lose reputation, I’ll be ruthless!
It takes twenty years to build a reputation and five
minutes to ruin it!”
Warren Buffet

5. Neka zanimljiva istraživanja od ranije ...
1. Price is not the main reason for customer churn, it is actually due to the
overall poor quality of customer service – Accenture global customer
satisfaction report 2008.
2. A customer is 4 times more likely to defect to a competitor if the problem
is service-related than price- or product-related – Bain & Company.
3. It costs 6–7 times more to acquire a new customer than retain an
existing one – Bain & Company.
4. For every customer complaint there are 26 other unhappy customers who
have remained silent –Lee Resource. 96% of unhappy customers don’t
complain, however 91% of those will simply leave and never come back –
1Financial Training services.
5. 70% of buying experiences are based on how the customer feels they are
being treated – McKinsey.

6. IZVOR: http://www.slideshare.net/infusionsoft/social-success-turning-social-media-into-measurable-
revenue/download
... i ovo znamo od ranije ...
2 ϭ Populacije (95,45%) treba 5-15 puta ‘piknuti’

7. Što je onda novo?

8. Korisnik koristi sve više (6) monitora

9. Internet je promijenio navike kupovanja
... A recent survey by Pew Research suggests 97 % of consumers
use the Internet when looking for products and services...
http://www.bizjournals.com/baltimore/news/2014/01/30/are-super-bowl-ads-still-effective.html

10. Na internetu je strašna gužva..
“...The amount of information on the web is really
exploding. They say that from the beginning of human history
all the way up thru 2003 you took all the information that has
ever been recorded, you take all the books that have been
written, all the films that’s been produced, that’s about 40
egzabytes of information that was produced in all human
history up to 2003. This year (2011) the World is producing
about 800 egzabytes of information... and all that lines up on
the web...”,
DENIS WOODSIDE, Google, http://www.youtube.com/watch?v=pK02FzSKotc

11. Google nam pomaže kod traženja ...

12. Korisni filteri pretraživanja
Pretraživanje: ~, +, -, “, ..,
Primjer: Pretraživanje samo na jednoj domeni:
kožna jakna "nafnaf" 450..550 "38" site:njuskalo.hr
Više o operatorima: http://www.googleguide.com/advanced_operators_reference.html

13. Google tražilica daje SERP
SEO
AdWords

14. Zašto je SEO važan?
Izvor: http://www.optify.net/inbound-marketing-resources/new-study-how-the-new-face-of-serps-has-altered-the-ctr-
curve
91,60%
Svakog dana na Google
tražilici, tražitelji upisuju
16 - 20% pojmova koji se
nikada prije nisu pojavili!
SEARCH ENGINE OPTIMIZATION STARTER GUIDE

15. Glavna 4 SEO područja:
1. Onsite SEO (Title, H1, Anchor, naziv slika)
2. Domain level SEO (ime.hr, Robot.txt,
Breadcrumps, Favicon, Sadržaj)
3. Off site SEO (vanjski linkovi/referali)
4. Keyword agnostic SEO (Site speed,
hosting, geo-lokacija, browsing history)
Na poziciju utječe oko 200-250 faktora koje
Google mijenja +500 puta godišnje (2-3 puta
dnevno). Nit konkurencija ne spava!
SEO (Search Engine Optimization) je trajni proces izmjene mrežnog sjedišta
kako bi se postigla bolja ili zadržala ista, visoka pozicija.
Dobre upute su na: http://www.google.com/webmasters/docs/search-engine-optimization-
starter-guide.pdf
SEO je važan za vidljivost
http://en.wikipedia.org/wiki/Pageran
k

16. Na Google-u se i zločesto igra

17. Koristite li bannere?
http://www.thewire.com/business/2011/06/you-are-more-likely-survive-plane-crash-click-banner-ad/39429/

18. 87% korisnika 24h drži uređaj blizu sebe

19. ... i dok gleda TV program ...

20. 75% vlasnika tableta, nosi ga na WC!
“...The study also found that 13 percent of men have made a
mobile purchase while in the bathroom...”
http://www.cnet.com/news/it-in-the-toilet-study-shows-cell-phones-big-in-bathroom/
... i dok ide na WC-u

21. Kako napraviti internet
marketing plan?

22. Besplatni alati.
• Consumer barometer
• Google Global market finder
• Google The customer journey
• Google Correlate
• Google Trends
• Unutar Google AdWords-a:
Keyword planner
Display planner
Ad Preview and Diagnosis

23. Malo Tips and tricks

24. Eksperimenti

25. Peel and stick metoda

26. DSA kampanje

27. RSLA kampanje

28. Što je silosiranje?
Kreiranje Adgrupa s određenim obuhvatom gdje
su svi drugi obuhvati ključne riječi negativni!
Adgrupa - EX Adgrupa - PH Adgrupa - BM
[AdWords tečaj] “AdWords tečaj” +AdWords +tečaj
-[AdWords tečaj] -[AdWords tečaj]
-”AdWords tečaj”

29. Kontrola mogućeg potkradanja
u display kampanjama

30. Kako licitirati uvijek iznad samo jednog
ponuditelja / konkurenta

31. Kako provjeriti imate li duplirane ključne riječi u
kampanji na kojima (možda) gubite novac,
AdWords editor 11 - osnove

32. Što je dobar oglas?
A/B testing - min 2 oglasa

33. Što je dobar oglas?
Oglasi s DKI – Dynamic Keyword Insertion

34. Nema pravila - samo testiranje!
Primjer:

35. ... i testiranje nikada ne završava!

36. Što je konverzija i kako je
mjeriti?
TOOLS / Conversions / Create Conversion
Kod na stranicu kojom se završava željena akcija - tkz. ‘Thank you page’
Uvijek se može dati neka vrijednosti!

37. Uloga ključnih riječi u ciklusu
kupnje
PRIVLAKUŠE
PODUPIRAČE
PRODAVAČE
3P Analiza
First Click Analysis
Assisted Conversion Analysis
Assisted Clicks and Impressions
Last Click Analysis
Conversion rate 1-2%
A što je s ostalih 98%?

38. Conversion search funnel

39. Koliki Vam je display CTR?

40. Search Conversion rate

41. Display conversion rate

42. Kolika Vam je cijena klika?

43. Hvala!
Kontakt podaci:
miroslav@escapestudio.hr
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