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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