Introduction to Paid Search Advertising

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1 AV Introduction to Paid Search Advertising NOVEMBER 11,

2 Over 1 Billion Google Searches Every Day... 22squared All Rights Reserved 2

3 4 Billion YouTube Video Views Per Day 22squared All Rights Reserved 3

4 YOU Can Advertise on Google and YouTube 22squared All Rights Reserved 4

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

6 What is Paid Search? 22squared All Rights Reserved 6

7 Anatomy of a Search Results Page Search Query Top Ranking Paid Ads Lower Ranking Paid Ads Organic Search Results 22squared All Rights Reserved 7

8 There Are A Variety of Search Ad Types Images & Site Link Ads Text Ads 22squared All Rights Reserved 8

9 There Are A Variety of Search Ad Types Videos 22squared All Rights Reserved 9

10 There Are A Variety of Search Ad Types YouTube Pre-Roll Video and Display Ads :15 to :90 second video ads Display companion banners 22squared All Rights Reserved 10

11 Pay-Per-Click. Only Pay for Clicks! 22squared All Rights Reserved 11

12 Why Paid Search? 22squared All Rights Reserved 12

13 83% of leisure travelers plan online 22squared All Rights Reserved 13

14 83% of leisure travelers plan online The first place they go is a search engine 22squared All Rights Reserved 14

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

16 Where are the Organic Search Listings? 22squared All Rights Reserved 16

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

18 Even with a #1 Organic Ranking Paid Search Provides 50% Incremental Clicks 22squared All Rights Reserved 18

19 Which Search Engines? 22squared All Rights Reserved 19

20 Search Market Share 67.6% 18.8% 10% 106,692,000+ Visitors Month *Source: ComScore. Does not include mobile searches. 22squared All Rights Reserved 20

21 Additional Second Tier Search Partners 22squared All Rights Reserved 21

22 Campaign Best Practices 22squared All Rights Reserved 22

23 1. Choosing Your Keywords 22squared All Rights Reserved 23

24 Be Specific and Descriptive with Keyword Phrases 22squared All Rights Reserved 24

25 Be Specific and Descriptive with Keyword Phrases Waterfall 22squared All Rights Reserved 25

26 Be Specific and Descriptive with Keyword Phrases Rio Celeste 22squared All Rights Reserved 26

27 2. Writing Your Ad Copy 22squared All Rights Reserved 27

28 2. Writing Your Ad Copy Costa Rica's Finest Hotel Luxury Hot Springs Resort with On-Site Adventure Center. 22squared All Rights Reserved 28

29 2. Writing Your Ad Copy Costa Rica's Finest Hotel Luxury Hot Springs Resort with On-Site Adventure Center. NO :( 22squared All Rights Reserved 29

30 2. Writing Your Ad Copy Looking for a Beach Resort? Consider our Luxury Hot Springs Resort with Daily Shuttle to Beach. BETTER! 22squared All Rights Reserved 30

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

32 Enhance Your Ads with Additional Info Paid Search Ad Extensions 22squared All Rights Reserved 32

33 Enhance Your Ads with Additional Info Reviews Extensions Paid Search Ad Extensions 22squared All Rights Reserved 33

34 Enhance Your Ads with Additional Info Reviews Extensions Paid Search Ad Extensions 22squared All Rights Reserved 34

35 Enhance Your Ads with Additional Info Social Extensions Reviews Extensions Paid Search Ad Extensions 22squared All Rights Reserved 35

36 Enhance Your Ads with Additional Info Social Extensions Reviews Extensions Paid Search Ad Extensions 22squared All Rights Reserved 36

37 Enhance Your Ads with Additional Info Offer Extensions Social Extensions Reviews Extensions Paid Search Ad Extensions 22squared All Rights Reserved 37

38 Enhance Your Ads with Additional Info Offer Extensions Reviews Extensions Paid Search Ad Extensions 22squared All Rights Reserved 38

39 Enhance Your Ads with Additional Info Offer Extensions Location Extensions Social Extensions Reviews Extensions Paid Search Ad Extensions 22squared All Rights Reserved 39

40 Enhance Your Ads with Additional Info Offer Extensions Location Extensions Social Extensions Reviews Extensions Paid Search Ad Extensions 22squared All Rights Reserved 40

41 Enhance Your Ads with Additional Info Offer Extensions Location Extensions Social Extensions App Extensions Reviews Extensions Paid Search Ad Extensions 22squared All Rights Reserved 41

42 Enhance Your Ads with Additional Info Offer Extensions Location Extensions Social Extensions App Extensions Reviews Extensions Paid Search Ad Extensions 22squared All Rights Reserved 42

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

44 Enhance Your Ads with Additional Info Offer Extensions Social Extensions Reviews Extensions Click to Call Extensions Paid Search Ad Extensions 22squared All Rights Reserved 44

45 3. The Landing Page 22squared All Rights Reserved 45

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

47 3. Search & Video Targeting Be present for all three devices: Desktop, Tablet, Mobile 22squared All Rights Reserved 47

48 3. Search Targeting Search Terms Geo-Targeting Content Contextual Interests Demographics Costa Rica 22squared All Rights Reserved 48

49 3. Search Targeting Search Terms Geo-Targeting Content Contextual Interests Demographics 22squared All Rights Reserved 49

50 3. Video Targeting Search Terms Geo-Targeting Content Contextual Interests Demographics 22squared All Rights Reserved 50

51 3. Video Targeting Search Terms Geo-Targeting Content Contextual Interests Demographics Hiking Beach 22squared All Rights Reserved 51

52 3. Video Targeting Search Terms Geo-Targeting Content Contextual Interests Demographics 22squared All Rights Reserved 52

53 What are the Latest Trends? 22squared All Rights Reserved 53

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

56 One In Every 5 People Own A Smartphone Google Global Indexed Travel Query Volume by Week 22squared All Rights Reserved 56

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

59 ... say they decided to book travel as a result of watching online video while planning travel 22squared All Rights Reserved 59

60 TIP: Include Customer Reviews in Videos TOP 5 TYPES OF TRAVEL VIDEOS 22squared All Rights Reserved 60

61 TIP: Promote Your Video Content TrueView In-Stream 22squared All Rights Reserved 61

62 Let s Get Started! 22squared All Rights Reserved 62

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

74 Gracias! Thank You. 22squared All Rights Reserved 74

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