bookassist digital marketing workshop limerick 2014

Digital MarketingWorkshop

Ciaran Rowesenior search strategist

Matt Tuttonline marketing specialist

1. The online marketing team

2. Google Search PPC Campaigns

3. Other paid marketing options ( incl Youtube)

4. SEO for hotels

5. Google tools

6. Meta-search marketing

Topics

✓ 15 years experience

✓ Multilingual team

✓ Google Partner

✓ Google close relationship - beta testers, regular meetings

✓ One office - ideas shared between all markets

1.The online marketing team

2. Google Search PPC Campaigns

paid

natural

knowledge

graph

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Sitelinks Examples

Basic sitelinks

Sitelinks Examples

Multiple sitelinks

Sitelinks Examples

Enhanced sitelinks (2)

Sitelinks Examples

Enhanced sitelinks (4)

Sitelinks Content

Special offers

usp

locationfacilities

reviews

Image Extensions (discontinued)

Liaise with online marketing specialist to maximise sitelink effectiveness.

Questio

ns?

3. Other paid marketing options

Display advertising on Google

Display advertising on Google

Display advertising on Google

•Keyword (contextual)•Placements•Topics•Interests•Gender/Age

Targeting Options

•Text ads•Image ads (static or animated)•Video ads•Ads on mobile

Ad types

Display advertising on Google

Re-marketing on Google

Re-marketing on Google

Requirements

•Build an audience•Dedicated Budget•Create a unique offer/incentive•Update privacy policy

Re-marketing on Google

PPC on Bing & Yahoo

www.bing.com

Examine current online & offline advertising spend to see if it can be

better used on new channels.

Video Advertising for Hotels

Why?

• Visibility and branding

• Video content is popular

• Cost-effective

• Highly targetable

Format 1 - In-Stream

Format 2 - In-Display

Format 2 - In Display

Format 1 - In-Stream (Before Videos)

• Cost per View model

• Target by content, location, age/gender/interest

• 300x60 Companion Banner optional

• Placements possible (specific videos/websites)

Format 1 - In-Stream

• Cost per Click model

• Target by content, location, age/gender/interest

• Remarketing also possible

Format 2 - In-Display

Format 2 - In-Display

Format 2 - In-Display

Format 3 - Google Display Network

• Advertise videos on the Display Network (includes YouTube videos)

• Cost per View model

• Remarketing also possible

Format 3 - Google Display Network

YouTube Channel

YouTube Channel

• Link to YouTube channel from website & use as part of social media strategy

• Ensure connection with Google Plus exists

YouTube & Google+

YouTube Reporting

• Data in Google Analytics

• Extensive data available from YouTube Analytics

• Views & Engagement available from YouTube

YouTube Reporting

Video Requirements

• 20-40 seconds!

• Correct resolution/format

• Good imagery for branding

• Use of brand name and logos

Effective Video Marketing

• Increase Awareness

• Generate Buzz

• Boost Bookings

Effective Video Marketing

• Sell Rooms?

• Generate Guest Leads?

• Build brand awareness?

• Demonstrate a service?

What is the Purpose?

Effective Video Marketing

• For Couples - creative, playful

• For Business - serious, professional

• For Family - lighthearted, fun

What is the Style/Format?

Examples of Hotel Video Ads

If your budget is unlimited...

• Personalisation - talking head at intro.

• Flows nicely, doesn’t drag.

• Shows various sides to hotel.

Next - A more attainable target...

Examples of Hotel Video Ads

Examples of Hotel Video Ads

• Shows the customer journey

• Highlights technology available

• Shows meeting room facilities

• Emotion-driven

Next - Another high-end video...

• Customer journey again

• Shows various aspects of hotel

• Flows nicely, less “arty” than previous ad

Next - Another high-end video...

Examples of Hotel Video Ads

Examples of Hotel Video Ads

• Using video-editor

• Nice imagery of hotel

• Text can be overlaid on slides

• Can be made at short notice

• Low-cost version

Next - a Bookassist Alternative...

Alternative Advertising Networks

• Google Partner Select - soon!

• Vimeo - not possible

• Facebook - soon!

• TV (very expensive)

• RTE Player...

RTE Player

RTE Player

Next Steps...

• Optimise YouTube Channel & Google+

• Get video content

• Decide on a budget (within AdWords)

• Setup campaign with relevant targeting options

4. SEO for hotels

Social Layer

Using Google Plus

Using Google Plus

google.com/mybusiness

Using Google Plus

Using Google Plus

• Make sure you receive notifications

• Check your business information regularly

• Manage your reviews on Google

• Extend your network

• Make regular posts/uploads

Using Google Plus

Ensure data consistency

http://www.laprimahotelbudapest.com≠ http://laprimahotel.hu≠ http://laprimahotelbudapest.com

Cosmo City Hotel (Budapest)≠ Cosmo Fashion Hotel (Budapest)≠ Hotel Cosmo (Budapest)

•Hotel Name•Address•Phone•Web address

SEO for hotels

Show your real world relationships online!

• Partners

• Suppliers

• Local businesses

• Local attractions

• Local events

Build natural links to your site

SEO for hotels

Facilitiese.g. Hotel with Spa

Locatione.g. near Stadium

Local eventse.g. festivals

Packagese.g. Romantic Stay Services

e.g. Pet-friendly

Create more relevant content

SEO for hotels

• Heading• Image

• Text

• Location map (if applicable)

• Call to action

• Package (if applicable)

• Meta tags

Explain why your hotel is the perfect choice!

Create more relevant content

SEO for hotels

<H1>

• Heading• Image• Text

• Location map (if applicable)

• Call to action

• Package (if applicable)

• Meta tags

Explain why your hotel is the perfect choice!

Create more relevant content

SEO for hotels

• Heading• Image• Text• Location map (if applicable)

• Call to action

• Package (if applicable)

• Meta tags

Explain why your hotel is the perfect choice!

Create more relevant content

SEO for hotels

• Heading• Image• Text• Location map (if applicable)

• Call to action

• Package (if applicable)

• Meta tags

Explain why your hotel is the perfect choice!

Create more relevant content

SEO for hotels

• Heading• Image• Text• Location map (if applicable)

• Call to action• Package (if applicable)

• Meta tags

Explain why your hotel is the perfect choice!

Create more relevant content

SEO for hotels

• Heading• Image• Text• Location map (if applicable)

• Call to action• Package (if applicable)

• Meta tags

Explain why your hotel is the perfect choice!

Create more relevant content

SEO for hotels

• Heading• Image• Text• Location map (if applicable)

• Call to action• Package (if applicable)

• Meta tags

Explain why your hotel is the perfect choice!

Create more relevant content

SEO for hotels

• Heading• Image• Text• Location map (if applicable)

• Call to action• Package (if applicable)

• Meta tags

Explain why your hotel is the perfect choice!

Create more relevant content

SEO for hotels

Questio

ns?

5.Google Tools

Google Trends

http://translate.google.com/globalmarketfinder/g/index.html

Global market finder

http://www.consumerbarometer.com/

Consumer Barometer

http://think.withgoogle.com/mobileplanet/en

Our Mobile Planet

http://www.thinkwithgoogle.com/

Think with Google

http://www.google.ie/trends/explore

Google Alerts

Consult with online marketing specialist about opportunities.

Paid Search Overview

Review existing budgets to expand reach

Get to grips with Google+

Non-Paid Search Overview

Check data/citation consistency

Find linking opportunities

Create fresh content regularly

Thank You