Webinar Recap: Recovering and Growing Your Business with Digital Media

Milestone
Recovery
Framework
June 18, 2020
MilestoneInternet.com | +1 408-200-2211 | @MilestoneMktg

Confidentialwww.milestoneinternet.com | 1-408-200-2211
YOURSPEAKERS
Kurt Weinsheimer
Chief Solutions Officer
Sojern
Purna Virji
Sr. Mgr, Global Engagement
Microsoft
2
Frederick Vallaeys
CEO
Optmyzr
Binny Kurian
Director Paid Media
Milestone
Ilya Cherepakhin
Head of Performance Marketing
Milestone
Benu Aggarwal
President
Milestone

1. CRG and Recovery Framework
2. Market Recovery Trends
3. Marketing and Remarketing
4. Restart PPC Right
5. Recovery Strategies & Examples
6. Recovery Case Studies
7. Special Offer for Audience
8. Questions & Answers
TODAY'SAGENDA

Confidentialwww.milestoneinternet.com | 1-408-200-2211 Confidential
CMS
Schemas
AMP
FAQ Manager & Voice Search
Local &
Reviews
Insights
Analytics
Milestone Presence Cloud
Design & UI
Content
Marketing
SEO
Paid Media
Local
Analytics & BI
Omnichannel Services
We help you organize and amplify your digital information to reach the right audience
MilestoneInternet.com | +1 408-200-2211 | @MilestoneMktg
Hospitality | Restaurants | Retail | Finance | Automotive | Healthcare | Technology
ABOUT MILESTONE

RECOVERYWEBINARSWITHINDUSTRYTHOUGHTLEADERS
Website experience
consistent with
messaging
Weddings,
Meetings and
Events
Crisis-Recovery-
Growth Paid
II
Purna Virji, Microsoft
Fred Vallaeys, Optmyzr
Kurt Weinsheimer,
Sojern
Recovery
Framework
I
Bob Gilbert
President and CEO
HSMAI
Market trends
Hotel recovery
On demand
https://blog.milestoneinternet.com/web-
design-promotion/webinar-recap-
reopening-keys-to-success-from-hsmai-
ceo-bob-gilbert/
Market trends
Digital media
for recovery
all industries
6/18 Registration
https://blog.milestoneinternet.com/digital
-media-marketing/webinar-june-18-
recovering-and-growing-your-business-
with-digital-media/
Recovery
Framework
III
Rob Cole Phocuswright
Loren Gray Hospitality
Digital Marketing
Market trends
Hotel recovery
6/23 Registration
https://milestoneinternet.zoom.us/webin
ar/register/WN_O0IcAF46SUKbe1jS6x
m2nw
Recovery
Framework
IV
Chip Conley
Modern Elder
frmr Head of Hospitality
AirBNB
Hotel recovery
Hotel management
7/1 Registration
Coming soon, check blog!
Website experience
consistent with
messaging
Weddings,
Meetings and
Events
Recovery
Framework
V
Chip Rogers
AHLA
Hotel recovery
Stay Safe Guide
Hotel marketing
7/8 Registration
Coming soon, check blog!

CRGFRAMEWORK
Milestone’s
Crisis-Recovery-Growth (CRG)
framework

STATESAREOPENING
Updated June 17, 2020Source: https://www.nytimes.com/interactive/2020/us/states-reopen-map-coronavirus.html

Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
CUSTOMER BEHAVIOR
Driving-distance locations, prefer local experiences
*Date Range – April 1 to 28 May 2020 vs Dec 1 2019 – 31 Jan 2020
Mobile driving more awareness, but desktop usage has
increased in last couple of months to drive conversions
Exploring travel via generic and non-brand queries using
open, safety & hygiene keywords
More time online and surge in demand for special
packages for travel

ASMARKETS RECOVER,SEEING NEWPATTERNS
“open hotels” search query
Source: Google Trends search query data on Travel sector
Pent-up demand in 30 days

PEOPLELOOKING FORINFORMATION TOTRAVEL
When will
Disneyland
open?
Is it safe to go to
half moon bay
beach now?
Majorly looking to travel
to drive locations
Significant interest in
knowing when local
attractions will open
Lot of queries related to
safety for travel
Are restaurants
open in orange
county?

MILESTONERECOVERYFUNNEL
BUILDING CONFIDENCE
BUILDING DEMAND
DRIVING
CONVERSIONS
BUILDING
TRUST
Visibility and Presence
Visits and Traffic

Travel Insights
Confidential &
Proprietary

WHOWE ARE
$13B
Bookings
Driven
10,000
Global
Customers
350M
In-Market
Travelers
Empowering travel marketers
through data.
Sojern activates multi-channel branding and
performance marketing solutions to drive direct
demand
Sojern works across hotel, attractions, airline, tourism, and
more.

95+ Global Data Partners:
● Hotel Providers
● OTAs
● Meta Search Brands
● Cruise Agents
● Luxury Providers
● Tour Operators
● Airlines
● Car Providers
2B North America
242M South America
231M Africa
2.9B Europe
732M Asia Pacific
We see 6.2 billion travel data partner searches across 238 countries and territories
SOJERN:A GLOBALVIEWOFTRAVELINTENT

KEYINSIGHTSFORJUNE 2020
1 Global flight and hotel recovery has (slowly) begun
Drive markets dominating: hotels are leading the recovery charge
Short-haul flights: people will fly, but not far away, at least not yet
Flights deep-dive: Mexico and Caribbean show longer planning
cycles
2
4
3

GRADUAL BUTCONSISTENT RECOVERYSINCEAPRIL
Global search trends from January 2020
Flight searchHotel search

CLOSERLOOKATCHANGES SINCELATEMARCH
Global search trends from March 29, 2020
Flight searchHotel search

HOTELSLEADINGRECOVERY
Booking trends
Flight bookingsHotel bookings

RECOVERYISNOT OCCURRINGEVENLY
Confidence growing for domestic and intra-regional travel
Flight
search
Hotel
search

U.S.DRIVEMARKETS (<500MILES)
Percent of luxury hotel bookings from customers within 500 miles of destination has spiked
Connecticut,
Upstate New York,
Rhode Island
Napa/Sonoma
Northeast USA:
+12 pt increase in
bookings from
visitors less than
500 miles away
Napa Valley/ wine
country:
+18 point increase
in bookings from
visitors less than
500 miles away

INTEREST INSHORT HAUL FLIGHTS (500-1000 MILES)
Interest shifting from long-haul flights to short-haul flights
Bookings at Colorado ski resorts
Bookings to Colorado ski
resorts shifting from East
Coast/Florida (>3 hour flights)
to Texas/Chicago/California
(< 3 hour flights).

WHENAREPEOPLELOOKINGTOFLY?
Average Flight Booking Lead Time

INTERNATIONAL BEACHVACATIONS MARKETS
Flight Bookings to Mexico and Caribbeans
Flight bookings in Jan 2020:
Travelers exhibiting similar travel
patterns as previous year
Flight bookings in May 2020:
More travelers looking to travel August 2020 and onwards, with bookings
surpassing prior year levels in January and February of following year!

RECOVERYBATTLEPLANS
1 Catch The Recover: Get Back into the Marketing and Advertising Mix
Think Local: Target Drive Markets and Regional Flight Markets
Advertise to Excite and Convert: Use Social to entice, SEM, Metasearch
and Remarketing to Convert in a Single Strategy
Get Help: Connect with Local DMO’s and Tourism Boards for Co-marketing
2
4
3

THEDIGITALADVERTISER’S
GUIDETOCOVID-19
CONSIDERATIONS FORADVERTISING
DURING (ANDAFTER) THE NEW
CORONAVIRUS
Microsoft Advertising. Intelligent connections.
MICROSOFT ADVERTISING
Purna Virji | @purnavirji

0%
20%
40%
60%
80%
100%
120%
140%
4-Jan 11-Jan 18-Jan 25-Jan 1-Feb 8-Feb 15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr 11-Apr 18-Apr 25-Apr 2-May 9-May
US Retail Search volume and CPC (indexed)
Search Volume CPC
SEARCHISTOPOFMIND FORCONSUMERS
As physical stores
closed, search volume
increased, and CPCs
decreased
Search reflects
consumer behavior
Lockdowns and restrictions
Source: Microsoft Advertising internal data; Indexed search volume of top Retail sub-categories with first week = 100; January 5 to May 8, 2020
@PurnaVirji

Search offers a view into consumer
behavior and intent
@PurnaVirji

PAIDSEARCHISMOREIMPORTANT THAN EVER
@PurnaVirji

PAIDSEARCH: “ASTEADY SHIPINSTORMY WATERS”
In many cases
budgets have been
shifted from
other media to
search,
demonstrating the
value of search for
brands
47%
13%
45%
19%
43%
14%
41%
7%
24% 24%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Types of Media Paused, Cancelled or Pulled Budget From Types of Media Retaining Budgets or Receiving
Beneficiaries
Display Social media (paid) Digital Video Linear TV (Broadcast) Search (paid)
Sources: Advertiser Perceptions: Coronavirus Effect on Advertising Report; Survey fielded March 17 – 20, 2020
SAMPLE: Marketer and agency contacts from The Advertiser Perceptions Ad Pros proprietary community@PurnaVirji

HERE’SWHATWE’LL COVERTODAY:
Immediate strategy
Quick actions you can
take today
Restoration strategy
Plan now for future
opportunities and
restoration scenarios
New opportunities
Tips if you’re seeing new
or increased traffic
@PurnaVirji

@PurnaVirji
IMMEDIATE STRATEGY
SMARTACTIONSFORTODAY

CONSUMERSWANT
BRANDSTOBE
EMPATHETIC
Source: Global Web Index (GWI), Corona Virus Research, March 2020
48%
13%
0%
10%
20%
30%
40%
50%
60%
United States
% of Respondents
Agree (Strongly/Somewhat) Disagree (Strongly/Somewhat)
% who agree or disagree that brands should advertise as normal
Brand advertising is expected to change

Review your message to access if it aligns with the
current situation.
• Is it still relevant?
• “We are open! Book confidentially now. No cancellation fees”
Review
Adjust and adapt your messaging to work better
with the current situation
• Highlight products / services that are useful now.
• E.g. Educational Toys
• Includes any programs that give back etc.
Adjust
Swap out your images.
• Make sure they align to your updated messaging.
• E.g. Working in crowded office, to working from home
Swap
MODIFYMESSAGINGFORTHENOW

IFYOURCOMPANYISDOINGSOMETHING
TOHELP,HIGHLIGHTIT!
• Tech & telecom companies waiving data
limits and fees.
• Food service companies waiving fees.
• Travel companies removing barriers to
change or cancel, etc.
• Special shopping hours for at-risk
population.
@PurnaVirji

Checklist
Immediateactions Ads
❑ Check the extensions you’re using. Use "delivery, curbside pickup, other services" that are unique and applicable to your business.
❑ Shopping: Adjust product group bidding strategy to align with your inventory dynamics.
❑ Shopping: Keep your product feed files up to date as product inventory and prices may change rapidly.
❑ Automatically test different messaging by adding Responsive Search Ads (RSA) to your ad groups. Add assets with "delivery options."
❑ Check your editorial rejections as COVID-19-related terms are disallowed.
❑ Check your text ads. Replace any standard text ads with Expanded Text Ads and RSA (standard text ad volume will begin to decline April 1).
❑ Search partners: Review publisher reports to optimize performance on the search partner network.
Keywords
❑ Use “Broadience” (broad match + audience targeting) to help you efficiently expand reach and identify new opportunities.
❑ Add keywords with terms around delivery, curbside pickup, fees waived, etc. as fit for your business (note “COVID-19” terms are restricted).
❑ Review your search term reports for emerging queries to add as keywords or add negatives to avoid poor performance.
❑ To capture emerging queries, create or reactivate Dynamic Search Ads (DSA) as a “catchall” with a lower bid and use discoverability tools like Microsoft
Advertising Intelligence and Keyword Planner.
❑ Revamp your branded strategy and consider broad match on your core brand terms to cover highly relevant emerging queries.
Audience
❑ Create Remarketing lists with more recent frequencies (ex: 1, 3,7, 14, 30 days) to target customers still looking to purchase.
❑ Use In-market Audiences to target customers who are in-market for your product (especially for areas of opportunity for you).
❑ If you’re using Shopping Campaigns, make sure you have Product Audiences (dynamic remarketing) set up to help increase performance.
❑ Optimize your Audience Ads campaign and reach people where they are today while navigating the web and news sites at home.
❑ Add images to your search campaign, so your ads can serve on the Microsoft Audience Network and get in front of more potential customers.
❑ Refine targeting settings to reflect consumer trends for your business around geographies, time of day, etc. Use the Bing COVID-19 Tracker to help.
Bidding
❑ Balance between using automation and manual reviews. Monitor auto-bidding but keep a close eye to adapt to a fluctuating marketplace.
❑ Monitor SOV/click share and adjust bids, especially where you see opportunities with less competition in the marketplace during this time.
❑ Review your smart targets, adjusting as needed if your targets shift (ex: target conversion rates). Layer Enhanced CPC on top of manual bids.
❑ Check accuracy of online conversion tracking to properly account for increased online purchasing demand. Recommended to implement Universal Event
Tracking (UET) on your site.
Budget
❑ Check budgets in the Microsoft Advertising Interface daily. Watch for budget pause notifications, which may not show up in bid management tools.
❑ Reallocate budget to your best-performing campaigns and products as performance fluctuates with emerging trends.
❑ Keep campaigns running at a lower CPCs and lower budget to capitalize on decreased marketplace competition, instead of pausing campaigns.

RESTORATION STRATEGY
PLANNOWFORFUTUREOPPORTUNITIES
ANDECONOMICRECOVERYSCENARIOS
@PurnaVirji

Build lists of audiences with longer look-back
windows
• People who didn’t convert (60-90-120-180)
• People who browsed but didn’t return
Frequency
Build a “cancellation” audience list
• You can later reach customers who cancelled a booking
Cancellations
Adjust your KPIs
• Apply flexibility to benchmarks
• Consider adjusting bids and budgets to align with market dynamics
Measurement
START BUILDING STRATEGIC REMARKETING LISTS

SCENARIOSTOSTARTTHINKING THROUGH
• Will food, grocery and shopping deliveries see a significant drop
as people physically go to stores?
• Will need for financial guidance increase now that people have
seen the effects of a recession?
• What will the housing market look like during the typical peak
season if rates go back up?
• Will there be hesitancy to fly even if restrictions lessen, and will
that lead to more road trips? If so, will that put more demand on
auto parts/services?
@PurnaVirji

Checklist
Restorationstrategies
Ads
❑ Ad rotation should be set to optimize.
❑ Begin the (required) move to Expanded Text Ads and add Responsive Search Ads (RSA) to your ad groups as an efficient way to swiftly change your
text ad messaging.
❑ Use ad customizers and IF functions where applicable. Use audiences to land effective messaging.
❑ Shopping: Use Local Inventory Ads to indicate availability of items and adjust product group bids based on inventory changes.
❑ Shopping: As your inventory levels grow, re-evaluate your product group strategy and product prioritization to meet your campaign goals.
❑ Consider Disclaimer in ads pilot (US only) to highlight specific information such as safety measures being taken for your business.
Keywords
❑ Monitor keyword recommendations specific to your account surfaced in Microsoft Advertising user interface.
❑ Continue to use “Broadience” (broad match + audience targeting) to help you expand reach and identify new opportunities after the initial period of greater
volatility has passed.
❑ Reevaluate strategy on keywords around delivery, curbside pickup, fees waived (COVID-19-terms are restricted).
❑ To capture newly emerged queries, create or reactivate Dynamic Search Ads (DSA) as a “catchall” with a lower bid and use tools like Microsoft
Advertising Intelligence and Keyword Planner.
Audience
❑ Reevaluate Remarketing list frequencies (ex: 1, 3,7, 14, 30 days) to target customers still looking to purchase.
❑ Use Product Audiences (dynamic remarketing) to maximize the performance of your shopping ads.
❑ Create a separate Audience Ads campaign to reconnect with your ideal audience in high-quality and brand-safe native placements.
❑ Add images to your search campaigns to expand your audience reach and drive increased performance.
Bidding
❑ Once the market has “leveled” out and fluctuations have lessened, begin moving back to automated bidding with adjusted targets.
❑ When using manual bids, monitor SOV to adjust bids and leverage ECPC.
❑ Ensure you are setup for real-time success if you are re-entering the auction by leveraging first page bid recommendations in the UI.
❑ Check accuracy of online conversion tracking to properly account for online purchasing demand shifts. Recommended to implement Universal Event
Budget
❑ Begin planning for increases (or decreases) in campaign budgets as the markets shifts from greater volatility to a new normal.
❑ Monitor SOV to adjust budgets based on new trends, inventory, etc.

NEWOPPORTUNITIES
TIPSFORYOUIFYOU’RESEEING
NEWORINCREASEDTRAFFIC
@PurnaVirji

Re-rise of the desktop.
• As consumers spend more time at home, they’re spending more time
searching on PCs.
• Optimize for desktop targeting
Target
Sustain campaigns at lower budgets vs. turning off
• E.g. Keeping DSA campaigns live will ensure your domains are in the
index and won’t need to initiate a new recrawl.
Sustain
Broaden your audiences to make sure you’re
reaching all potential new customers
• Native exposure can increase search demand.
• E.g. serve ads on the Microsoft Audience Network to expand reach
Expand
HOMEINONNEWOPPORTUNITIES

TAKETIMETODOAHEALTHCHECK
❑ Audience dashboard: High-level and granular views
of Audiences performance and bid adjustments
based on KPIs.
❑Competitive gap analysis: New keyword
opportunities to help stay ahead
❑Negative keyword conflicts: Identify opportunities to
remove conflicts
❑Share of voice dashboard: Identify how to optimize
your budget, bid and ads for your audience
campaigns.
@PurnaVirji

Checklist
Newopportunities Ads
❑ Ad rotation should be set to optimize.
❑ Efficiently replicate your marketing messaging strategy changes in your text ads. Replace any standard text ads with Expanded Text Ads and RSA
(standard text ad volume will begin to decline April 1).
❑ Use ad customizers and IF functions where applicable. Use audiences to land effective messaging.
❑ Search partners: Expand your reach to a wider audience across all devices on proven, reputable and tested sites.
Keywords
❑ Monitor keyword recommendations relevant to your business surfaced in the Microsoft Advertising user interface.
❑ Use “Broadience” (broad match + audience targeting) to help you expand reach and identify new opportunities once the volatility has settled.
❑ Monitor keywords and consider relevant terms around delivery, curbside pickup, fees waived (COVID-19-terms are restricted)
❑ To capture emerging queries, use Dynamic Search Ads (DSA) as a “catchall” and use tools like Microsoft Advertising Intelligence and Keyword Planner.
❑ Use the Google Import tool to expand your reach by automatically mirroring your Google Ads campaigns and changes on Microsoft Advertising.
Audience
❑ Create Remarketing lists with more recent frequencies (ex: 1, 3,7, 14, 30 days) to target customers still looking to purchase.
❑ Product Audiences (dynamic remarketing) can help you take your shopping ads to the next level with increased performance.
❑ Use Product Ads on the Microsoft Audience Network to expand your reach and get your products in front of customers where they are today.
❑ Add images to your search campaigns to expand your reach and connect with customers in new places on the Microsoft Audience Network.
Bidding
❑ Balance between using automation and manual reviews. Monitor auto-bidding, but keep a close eye to adapt to a fluctuating marketplace.
❑ Adding Enhanced CPC will leverage auction-time signals.
❑ Review your smart targets, adjusting as needed if your targets shift, for example target cost per conversion.
❑ Check accuracy of online conversion tracking to properly account for increased online purchasing demand. Recommended to implement Universal Event
Budget
❑ Plan budgets to meet the increased traffic demands by monitoring SOV.
❑ Allocate additional budget to your current best-performing ads and products.
❑ Monitor your daily budgets and adjust as needed with the changing environment.

QUICKRECAP:
Immediate strategy
- Focus on Messaging
and Images
Restoration strategy
- Optimize your audience
lists
New opportunities
- Run a health check on
your account
@PurnaVirji

AUDIENCEINSIGHTSFORCOVID-19
Microsoft Advertising shares weekly audience behavioral
insights with regard to COVID-19 on our blog.
COVID-19 blog posts:
• Strategies for Unprecedented Times
• Adapting to a New Way of Doing Business
@PurnaVirji

THANK YOU!
Say hi @purna virji
linkedin.com/in/purnavirji

HOWTORESTARTPPCTHERIGHTWAY
Lessons from Automotive

HELLO!
I am Frederick Vallaeys
I am the Cofounder of
Follow me @SiliconVallaeys,
read on Search Engine Land
and join ppctownhall.com.

1. How to discover changes in consumer preferences
2. How to update your messaging to be relevant to the changed consumer
3. How to use audience targeting to focus your ad buys on the highest value
consumers
4. How to build up automation to do more with less
5. How to set up alerts to help you navigate a fast-evolving landscape
WHATIWILLCOVER...

POLICYVSBEHAVIOR
Regardless of what
policy allows, we must
measure what
consumers do
Sources:https://www.washingtonpost.com/politics/americans-widely-oppose-
reopening-most-businesses-despite-easing-of-restrictions-in-some-states-post-
u-md-poll-finds/2020/05/04/495ddc3a-8e36-11ea-9e23-
6914ee410a5f_story.html
https://searchengineland.com/the-return-of-retail-stores-if-you-reopen-will-
they-come-334460

WHATTYPEOFVEHICLE DOCONSUMERSWANT?

DOCONSUMERS WANTNEWORUSEDCARS?

MICROSOFTADS-GREATPLACEFORINDUSTRYRESOURCES
https://about.ads.microsoft.com/en-
us/insights/covid19-insights-for-advertisers

BE MORE RELEVANT TO YOUR
CONSUMER

ADTEXT UPDATES
E.g. You may have thousands of ads that don’t account for social distancing:
With automated template-driven ads, they can all be changed in minutes
(and even account for different rules in each city)

ADAUTOMATION SOLUTIONS
1.Ad Customizers with business data
1.Third party tools that use your structured data or merchant feed
Target Location CallToAction (text)
Denver, Colorado Visit our showroom
Mountain View,
California
Let your dealer come
to you
Buy a Toyota
{=data.CallToAction}
www.example.com
Buy a Toyota
Visit our showroom
www.example.com
Buy a Toyota
Our dealer will come to you
www.example.com
If (location.isOpen)
→
Else →

USE AUDIENCES TO FOCUS YOUR
EFFORTS

FINDCONSUMERS WHOAREREADYTOBUY

SELLSERVICESTORECENTCARBUYERS
Remarket to your own
customer list

AUTOMATION KEEPS YOUR BUSINESS
RUNNING

TURNINVENTORY ANDDEALS INTORELEVANT ADS
AUTOMATICALLY

SET UP ALERTS TO STAY
INFORMED

GEO ANOMALY DETECTOR
Google Ads scripts
are a great and free
way to create alerts
that help you stay on
top of fast-evolving
trends

GEO ANOMALYDETECTOR
Get the code and instructions:
https://bit.ly/geo-anomalies

SCRIPT2:DETECTGEO ANOMALIES

1.DEMAND: TRAVEL INTEREST ISDRIVENBYLEISURE
• 3x rise in “beach hotels” and “resort”
is further evidence of high demand
for leisure destinations
• Leisure volume exceeds business
demand, is rising and expected to
dominate

Demand
Sources
Targeted
Approach
Confident
Message
@MILESTONEMKTG
4-STAGE STRATEGY FORSUCCESSFUL RECOVERY
$
• Relevant
audiences
• Audience
needs
Conversion
• Feeder &
drive markets
• Devices
• Leverage own
site audiences
• “Book with
confidence”
• Cleanliness
• “Ready”
• Offer
packaging
• Channel mix

2.DEMAND: KEYWORD MIXCHANGING
Non-BrandedQueries
Date Range – The data in this slide is comparing 5th May – 5th June 2020 vs 5th January – 5th February 2020
FAQs
Share of
non-
branded
local
queries
is rising
People are searching for topics related to local attractions and things to do

• The vast majority of current
searches for Dallas hotels
are from within TX or
nearby states
• Over 4x rise for driving
related terms indicates
strong demand growth
within local markets
2.TARGETING: DEMAND REMAINS HEAVILY LOCAL
Success depends on targeting local travelers in drive markets
Dallas hotels
“drive to …” search queries

3.MESSAGING –CONFIDENT &MOTIVATING
Build confidence with reopening and peace-of-mind messaging
Supplement with limited-timeoffers

3.MESSAGING-ENGAGEACROSSOMNICHANNEL JOURNEY
Display ads
Search ads with new messaging
Social carousel ads

4.1CONVERSION –PAGEWCONFIDENCE&EMPATHY

4.2CONVERSION –PAGEWITHLOCALEXPERIENCE

4.3CONVERSION –LIMITED-TIME OFFERPAGE
✓Maximize conversion with custom ads and page experience
✓Motivate users with offer urgency, confidence in sanitation and cancellation flexibility
✓Custom page supported by Milestone CMS
Keywords
e.g. july 4 hotel package,
san fran july 4 hotel deals
Ad
Limited-time offer page
PAIDSEARCH
DISPLAY&
REMARKETING

4.4CONVERSION –MAXIMIZE LEADGENERATION

RECOVERYPLANS,5INDUSTRY BESTPRACTICES
Recovery strategy based on targeted approach with compelling messaging and tailored audience strategies
Automation &
Channel
Management
Call to Action:
Health + Safety + Value
Leverage Ongoing
Keyword Trends
Location
Targeting
Past Visitor
Remarketing
$

• Florida
• Arizona
• Ohio
• Mexico
@MILESTONEMKTG
PROVENSUCCESSACROSSRANGEOFMARKETS
May (recovery) vs Feb (pre-covid)
2.5x
Conversion Rate
3.6x
Conversions
13.9x
Conversion Rate
5.0x
Transactions
1.5x
Conversion Rate
2.4x
Conversions
 2.9x
Cost per Lead
1.7x
Website leads

FLORIDA HOTEL CASESTUDY
2.5x Conversion Rate, 3.6x Conversions
@MILESTONEMKTG
Top 10 local markets Drive market or local resident offer message Custom Offer
+
1,098
1,949
148
1,292
55% 57%
45%
89%
-
1,000
2,000
3,000
0%
50%
100%
Feb-20 Mar-20 Apr-20 May-20
Conversions
+

ARIZONA HOTELCASESTUDY
13.9x Conversion Rate,  5x Transactions
@MILESTONEMKTG
Top 10 local
markets
Drive-market or local resident
offer message
Custom offer
+
6 0 0
31
0.30%
4.79%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
0
5
10
15
20
25
30
35
Feb-20 Mar-20 Apr-20 May-20
Transactions Conv. Rate
+

MEXICO CASESTUDY (AUTOMOTIVE)
2.9x Cost per lead, 1.7x Website leads
@MILESTONEMKTG
Top 10 local markets
Geo-targeted ads
Custom landing page
+
17
31
14
29
$215
$66
$195
$74
$0
$50
$100
$150
$200
$250
0
5
10
15
20
25
30
35
2/1/2020 3/1/2020 4/1/2020 5/1/2020
Website leads Cost/ lead
+

1. Consumer and Market Insight
✓Target right audience
✓Leverage Market, customer, search trends & business
insights
2. Building confidence
✓Messaging – Adcopy, keywords, account structure, landing
page updates
3. Building demand
✓Select right channels, budgets, targeting options
✓Automation is key
4. Driving conversions
✓Great offer with sense of urgency - Limited-time offer
packaging, urgent CTA,
✓Measure and change
RECOVERYMUST-HAVES
How to adapt your digital strategy during the recovery phase
BUILDING CONFIDENCE
BUILDING DEMAND
DRIVING
CONVERSIONS
BUILDING
TRUST
Visibility and Presence
Visits and Traffic

SIGN UPFORAFREEPERFORMANCE AUDIT
•
•
https://go.milestoneinternet.com/audit

Webinar Recap: Recovering and Growing Your Business with Digital Media

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Webinar Recap: Recovering and Growing Your Business with Digital Media