do more direct

Top 5 Elements for Digital Marketing Success

Cara Callaghan, Digital Team Lead

The premuim booking platform,

supported by best-in-class digital marketing,

website design and distribtion consultancy.

Delivering unrivalled growth in direct business

for hotels and serviced apartment operators

throughout Ireland and the UK.

we deliver +€190m p/a hotel direct bookings

with 12 years of successful client partnerships

we support 350 live clients across Ireland & UK

Who  we  are  &  what  we  do  

An  ever-­‐evolving    

digital  landscape…  

1.  Ever-­‐rising  commissions…  

–  Booking.com  %  cost  of  up  to  18%  

–  Expedia  %  cost  of  up  to  23%  

2.  Rising  cost  of  traffic  

3.  Aggressive  OTA  strategies  

4.  Diluted  brand  idenGty  

5.  OTA  dominance  in  metasearch  

Challenges  Facing  Hotels  

1.  Winning  back  some  of  the  business  from  the  OTAs  is  an  important  part  of  a  channel  shiL  strategy  

2.  Compete  with  Online  Travel  Agents,  such  as  Booking.com,  on  the  main  metasearch  channels  

3.  RemarkeGng  –  Book  direct  benefits  

 

What  is  Channel  Shi;?  

1.  Metasearch  2.  Bing  3.  Promote  the  direct  channel  –  ‘book  direct’  benefits  

Channel  Shi;  

7%  cost  in  2015  for  Avvio’s  Irish  clients…  

The  Google  Channel  

9%  Cost  in  2015  for  Avvio’s  Irish  clients…  

The  Bing  Channel  

•  Ireland  Q1  2015  

 •  Brand  name  on  Google  =  €0.30  ave  CPC  

•  Increase  of  57%  over  Q1  2014  

Rising  Traffic  Costs  

Top  5  Elements  for  

Digital  MarkeKng  Success  

1.    New  PPC  OpportuniKes  

         Start  uKlising  Bing  &  ad  extensions  

1.  Bing  

2.  Ad  Extensions  

New  PPC  opportuniKes…  

Bing  Search  Engine  

1.  Bing  has  20%  market  share  in  the  US,  Yahoo  is  12%.  

2.  Average  CPCs  can  be  cheaper  

3.  Less  hotels  compeGng  here  

4.  Same  mirror  markeGng  issues…  

5.  Easy  AdWords  Import  

6.  Show  4  ads  above  fold  

Bing  PPC  

1.  Sitelinks  Extensions  

2.  LocaGon  Extensions  3.  Callout  Extensions  

4.  Call  Extensions  5.  Review  Extensions  

6.  App  Extensions    

Google  Ad  Extensions  

 

 

Sitelinks  Extensions  

Callout  Extensions  

Sitelink  Extensions  

Extended  Sitelinks  

 

 

Review  Extensions  

App  Extensions  

•  Link  to  your  mobile  or  tablet  app  from  your  text  ads  

•  People  click  either  on  your  ad  headline  or  on  a  link  to  your  app  

•  A  great  way  to  provide  access  to  your  website  as  well  as  to  your  app  

Call  Extensions  

•  Shows  as  a  ‘Call  Bucon’  on  a  mobile  device.  

•  You  can  set  numbers  to  show  only  when  the  hotel  can  take  calls.  

•  Can  use  more  advanced  soluGons  outside  of  Google  for  your  website  like  Reach  Local  and  Infinity.  

2.    Metasearch  

         Connect  the  direct  channel  to  OTAs  

Metasearch  

•  Online  adverGsing  with  real-­‐Gme  room  availability  and  pricing  feeds  

•  Allows  you  to…    •  Search  for  travel  products  and  make  comparisons  between  supplier  and  OTA  

•  You  are  then  redirected  to  the  chosen  site  to  make  the  

actual  booking  

The  Metasearch  Channel  

The  Metasearch  Channel  

The  Metasearch  Channel  

According  to  a  2015  Google  study,  metasearch  now  accounts  for  20%  of  the  European  Travel  market  

The  Metasearch  Channel  

Your  booking  engine  provider  needs  to  have  an  API  with  the  relevant  meta  search  engines…    

The  majority  of  meta  search  plaeorms  work  on  a  CPC  Basis  

Metasearch  Provider   CosKngs  

Trivago   €0.70  CPC  -­‐  Fixed  

Tripadvisor   Bid  AucGon  

Google  HPA   Bid  AucGon  

Kayak   Between  €0.73  and  €1.00  CPC  

The Metasearch Channel

Avvio  recommend  adopGng  a  %  Cost  of  Sale  Strategy  for  Metasearch  

•       Booking.com  can  cost  up  to  18%  

•       Expedia  can  cost  up  to  23%

Channel   Avg  %  Cost  2015  

Trivago   9.8%  

Tripadvisor   10.4%  

* Based on Avvio Clients

The  Metasearch  Channel  

The  Digital  MarkeKng  Funnel  

Awareness  

• Video  • Display  

ConsideraGon  

• Awareness  PPC  and  SEO  • Tripadvisor  (Business  LisGng  and  Meta  Search)  

Purchase  

• Brand  PPC  and  SEO  • Meta  Search  • RemarkeGng  

RetenGon  

• Email  MarkeGng  • Social  Media  Content  and  Offers  

Advocacy  

• Social  –  ConversaGons  • Refer  a  Friend  

3.    Google  Display  Network  

         -­‐  Spend  budget  for  brand  awareness                -­‐  Test  your  display  campaigns  

 

The  Display  Opportunity  

Google  Display  Network  

TargeKng  Strategy  for  Display  Network  

•  Target  customers  that  match  a  number  of  criteria  

–  Interest  Categories:  Interested  in  Travel/Hotels  &  AccommodaGon  

–  Geographic  -­‐  Located  in  Target  specific  markets  where  you  would  like  to  increase  brand  awareness  –UK,  US,  Australia  and  Canada  are  top  markets  currently  

–  Keywords  -­‐  Looking  at  content  that  is  relevant  to  our  target  keywords  –  e.g.  Luxury,  Hotels,  Dublin    

–  Demographics  –  Age  35  –  54  are  most  profitable  and  best  converGng  customers  according  to  Google  AnalyGcs  

Measurement  

•  Increase  in  Brand  Search  Volume  

–  Overall  or  in  specific  target  Markets  

•  Increase  in  CTR  on  Brand  Campaign  

•  Increase  in  New  Customers  

– What  %  of  Paid  Customers  are  New.  

•  Increase  in  Traffic  for  Target  Demographics  

•  Impressions  and  Reach  

•  Revenue  (based  on  first  click  AcribuGon  -­‐  AnalyGcs)  

 

4.    Video  

           Make  it  part  of  2015  markeKng  

Video  

Hotel  Growth  in  Video  

•  Spend  -­‐  €1,344  

•  579,540    impressions  (people  who  either  saw  the  video  or  

the  accompanying  ad)  

•  70,898    (12%)  targeted  users  watched  the  enGre  video    

•  4,740  clicks  from  video  to  website  

•  21  Bookings  

•  How  does  this  compare  to  TV,  Radio  or  Print?  

Video  –  Sample  Avvio  Hotel  Results

5.    Mobile  -­‐  Mobile  responsive  site  &  booking  engine  

-­‐  PPC  to  specifically  target  mobile  shoppers  

Mobilegeddon  –  Since  April  2015  

Mobile  

Hotels:  %  of  Queries  by  Device  

52% of all Searches are now

on Mobile Devices

Mobile  Channel  Analysis  Q1  

Revenue  %     Traffic  %  

Desktop   69%   46%  

Tablet   20%   19%  

Mobile   11%   35%  

1.  Ensure  your  site  is  mobile  responsive  

2.  Create  mobile  specific  ads  (mobile  call  to  acGons)  

3.  Use  Mobile  Ad  Extensions  

4.  You  can  bid  more  for  mobile  visitors.  Measure  ROI  

5.  Simplify  the  booking  process  

Top  Mobile  Tips  

1.   PPC    •  To  make  the  most  of  your  PPC  presence  uGlise  Bing  &  ad  extensions  

2.   Metasearch    •  Connect  the  direct  channel  to  the  OTAs  

3.   Display:  •  Migrate  some  of  your  offline  budget  to  display  for  brand  awareness  •  Test  intelligent  display  campaigns  

4.   Video  •  Make  video  part  of  your  markeGng  plans  for  2015  

5.   Mobile  •  Make  sure  your  website  and  booking  engine  are  mobile  responsive  •  Your  PPC  should  be  targeGng  mobile  users  specifically  

Takeaways  

Thank  you    cara.callaghan@avvio.com    www.avvio.com    IHF  MarkeGng  Series,  30th  June  2015