Introduction to Paid Search Advertising

Transcription

1 AV Introduction to Paid Search Advertising NOVEMBER 11,

5 Hola! Hello :) Our Agenda Today What is Paid Search? Why Invest in Paid Search Search Platforms to Consider Campaign Best Practices Targeting Travelers Travel Trends & Mobile How to Get Started 22squared All Rights Reserved 5

15 The Benefits of Paid Search INSTANT TRAFFIC Paid search can start generating traffic immediately TRACKABLE Effectiveness can be measured with great accuracy VERY TARGETED Keyword phrases can be extremely relevant to your offering LOW BARRIER TO ENTRY Allows anyone to compete for the same travelers COST EFFECTIVE Clicks costs can be as as low at $ squared All Rights Reserved 15

17 Why Include Paid + Organic Search? 56% of the 1 Easily make changes to your listings. Especially true if a new service or website isn't indexed organically yet. Google results 2 Better control of the landing page experience. Take a traveler directly to the page most relevant to their search. page is paid ads 3 Paid + organic together are greater than the sum of the individual parts. 22squared All Rights Reserved 17

31 Adding additional business info such as: address, phone number, website links, special Paid Search Ad Extensions offers, or a third-party review = more reasons for travelers to click 22squared All Rights Reserved 31

43 Enhance Your Ads with Additional Info Offer Extensions Location Extensions Social Extensions App Extensions Reviews Extensions Click to Call Extensions Paid Search Ad Extensions 22squared All Rights Reserved 43

46 What Makes a Good Landing Page? 1 Have a Clear Call To Action 2 Answer the Searcher s Question 3 Keep Everything Above the Fold 4 Earn Trust: Testimonials, Reviews etc. 22squared All Rights Reserved 46

54 Digital Travel Trends 1 Destinations More than 50% of leisure travelers and 70% of affluent travelers begin researching travel online without a specific destination or mode of travel in mind. 22squared All Rights Reserved 54

55 Digital Travel Trends 1 Destinations More than 50% of leisure travelers and 70% of affluent travelers begin researching travel online without a specific destination or mode of travel in mind. 2 Mobile Travelers increasingly turn to mobile devices to plan and book travel 22squared All Rights Reserved 55

57 TIP: Create Mobile Friendly Landing Pages Poor Mobile Website is the #1 Deterrent to Booking Travel on a Phone Consumer Reasons for Not Booking Travel on a Mobile Device 22squared All Rights Reserved 57

58 Digital Travel Trends Internet and Search Leisure travelers turn to search engines to plan travel online; business travelers rely more heavily on supplier sites. Mobile Travelers increasingly turn to mobile devices to plan and book travel. Online Video Travelers watch a mix of user generated videos and professionally made videos at all stages of travel planning. 22squared All Rights Reserved 58

63 Your Paid Search Strategy Right Content Right Target Right Time Specific Ad Creative Relevant Landing Pages Targeted Keywords Include Negatives Device Targeting Day Parting 22squared All Rights Reserved 63

64 ICT Paid Search Campaign Structure Costa Rica Tourism Campaign Campaign Weather Ad Group Flora & Fauna Ad Group Tourism Ad Group Beaches Ad Group Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy 22squared All Rights Reserved 64

65 ICT Paid Search Campaign Structure Costa Rica Tourism Campaign Campaign Weather Ad Group Flora & Fauna Ad Group Tourism Ad Group Beaches Ad Group Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy Weather in Costa Rica 22squared All Rights Reserved 65

66 ICT Paid Search Campaign Structure Costa Rica Tourism Campaign Campaign Weather Ad Group Flora & Fauna Ad Group Tourism Ad Group Beaches Ad Group Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy Tourism Info Costa Rica 22squared All Rights Reserved 66

67 ICT Paid Search Campaign Structure Costa Rica Tourism Campaign Campaign Weather Ad Group Flora & Fauna Ad Group Tourism Ad Group Beaches Ad Group Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy Top Costa Rica Beaches 22squared All Rights Reserved 67

68 Example: Hotel Campaign Structure Costa Rica Hotel Campaign Campaign San José Hotel Ad Group Luxury Hotel Ad Group Wyndham Hotel Ad Group Hotel Near SJO Ad Group Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy 22squared All Rights Reserved 68

69 Example: Hotel Campaign Structure Costa Rica Hotel Campaign Campaign San José Hotel Ad Group Luxury Hotel Ad Group Wyndham Hotel Ad Group Hotel Near SJO Ad Group Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy San José CR Hotel 22squared All Rights Reserved 69

70 Example: Hotel Campaign Structure Costa Rica Hotel Campaign Campaign San José Hotel Ad Group Luxury Hotel Ad Group Wyndham Hotel Ad Group Hotel Near SJO Ad Group Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy Wyndham San José 22squared All Rights Reserved 70

71 Example: Hotel Campaign Structure Costa Rica Hotel Campaign Campaign San José Hotel Ad Group Luxury Hotel Ad Group Wyndham Hotel Ad Group Hotel Near SJO Ad Group Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy Keywords & Ad Copy Top Hotel Near SJO 22squared All Rights Reserved 71

72 Search Success Metrics Standard Search PreRoll & Video Search CLICKS Optimize to the highest number of clicks for the lowest cost-per-click VIEWS Optimize to the highest number of views for the lowest cost-per-view 22squared All Rights Reserved 72

73 Eighty percent of success is showing up You can be a helpful travel partner and improve the lives of travelers by being present in the moments they need you the most. These moments are happening every day via search engines, social media and on smartphones. 22squared All Rights Reserved 73